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Naming rights on sports stadiums has become commonplace over the past couple of decades. Much newer are naming rights for light rail stations in cities like Cleveland and Albuquerque. In fact, light rail itself is fairly new, or at least the modern version of it is. Light rail typically runs above ground through downtowns and to sports complexes like the under-construction line to the Meadowlands in New Jersey. Cities like Minneapolis and Phoenix have new lines, while light rail in Los Angeles and other areas have been opening up for about a decade. Until recently advertising had been limited to the inside of the light rail cars. But that’s been changing, spurred mostly by the Greater Cleveland Regional Transit Authority’s decision last October to sell naming rights for its rapid transit line and stations. It sold rights to the line to two hospitals, the Cleveland Clinic and University Hospitals, naming the entire line the HealthLine for $250,000 per year for 25 years. Station naming rights go for $30,000 per year for a minimum 10 years. Now, with the economy hurting and municipalities scrambling for revenue, light rail operators around the country, including in Denver, Phoenix and Minneapolis, are in discussions to sell naming rights to their stations. To get your client’s message in a light rail station, read on. Fast Facts What Naming rights for light rail stations, typically including signage and logos on information booths and on brochures and related web sites.
How it works Most light rail operators that sell naming rights to stations or are considering doing so have outside companies handle all media buys, like Titan Worldwide for the Meadowlands line. The Superlative Group handles media buys for Cleveland’s RTA.
Markets
Numbers Most light rails have a few thousand riders each day, with medium-sized metropolitan areas like Phoenix seeing ridership on its new Metro climbing to about 35,000 people per day, with about 1 million trips per month. How it is measured Most transit authorities hire outside marketing companies to conduct research on how many people are riding light rail and their demographic makeup. What product categories do well Naming rights for light rail stations is relatively new. Initial advertisers tend to be universities, hospitals, banks and insurance companies, notably those headquartered in the city where the light rail is located. Demographics The demographics of light rail riders vary by region, but for the most part there is an even mix of professionals and younger single people, often college students.
Making the buy Lamar Outdoor handles advertising for the Denver Regional Transportation District, which is considering offering naming rights for its light rail stations. The Superlative Group sells naming rights for Greater Cleveland Regional Transit Authority’s light rail for a minimum 10-year period for roughly $30,000 per year. Titan Worldwide is handling naming rights on stations for New Jersey Transit’s under-construction light rail to the Meadowlands sports complex. These naming rights packages are multi-million-dollar, multiyear deals that include signage plus listings on all related materials, such as schedule brochures.
Rapid Ride in Albuquerque, N.M. offers naming rights on its light rail stations, with signage throughout the stations and the announcer saying the advertiser’s name each time the light rail stops at that station. Most buys are for a one-year period for roughly $7,000.
Who’s already using light rail station naming rights
What they’re saying "Advertisers really become part of the fabric of the area they’re in," says Dave Etherington, senior vice president and worldwide marketing director for Titan Worldwide. "It’s a real opportunity to be on the radar and become part of the DNA of the community in a way that regular advertising can’t." Web site info Albuquerque Rapid Ride http://www.cabq.gov/transit/business/rapid-ride-naming-rights Greater Cleveland Rapid Transit Authority Lamar Outdoor Titan Worldwide The Superlative Group
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