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TO: |
Board of Trustees |
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THROUGH: |
Jay Fox, Executive Director |
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FROM: |
Viola Miller, Chief Financial Officer |
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PRESENTER(S): |
Jordan Eves, Manager Fare Strategy |
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TITLE:
title
Fare Agreement: Special Events Agreement (Utah Asian Festival)
end
AGENDA ITEM TYPE:
Service or Fare Approval
RECOMMENDATION:
Approve and authorize the Executive Director to enter a Special Events Agreement with the Utah Asian Festival.
BACKGROUND:
UTA has historically partnered with events to allow attendees to use their event ticket as fare on the UTA system. Event tickets are printed with the UTA logo and specific wording that identifies the ticket as valid transit fare for the date identified on the event ticket. This partnership is formalized through an Event Pass Agreement that is negotiated by the Fares team and approved by the Board of Trustees. UTA Fare Policy allows staff to present to the Board of Trustees for approval complimentary fare provided for events in exchange for advertising value or other forms of recognition that promote collaboration with the Authority.
Utah Transit Authority is partnering with the Utah Asian Festival to reach communities who have been historically underrepresented in engagement work and join in celebration of diverse cultures, identities, and communities. In that spirit of partnership, UTA will partner with the Utah Asian Festival to offer ticket as fare to event attendees on the days of the events.
DISCUSSION:
Staff recommends partnering with the Utah Asian Festival as described above for the upcoming festival taking place June 8, 2024. In exchange for the transit fare, Utah Asian Festival agree to provide in-kind marketing to UTA which includes social media mentions, an email blast to ticket-holders, tabling opportunities, and other activities, as well as digital and print recognition.
CONTRACT SUMMARY:
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Contractor Name: |
Utah Asian Festival |
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Contract Number: |
24-F0405 |
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Base Contract Effective Dates: |
June 1, 2024 - June 9, 2024 |
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Extended Contract Dates: |
NA |
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Existing Contract Value: |
NA |
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Amendment Amount: |
NA |
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New/Total Contract Value: |
$3,000.00 |
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Procurement Method: |
NA |
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Budget Authority: |
NA |
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ALTERNATIVES:
Do not enter an agreement with Utah Asian Festival for ticket as fare, requiring attendees to utilize other fare alternatives.
FISCAL IMPACT:
The estimated forgone fare revenue for this event is $3,000. Utah Asian Festival is offering event advertising valued at at least $3,000 in exchange for fare revenue.
ATTACHMENTS:
Contract