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TO: |
Board of Trustees |
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THROUGH: |
Jay Fox, Executive Director |
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FROM: |
William Greene, Chief Financial Officer |
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PRESENTER(S): |
Megan Waters, Community Engagement Director |
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Kensey Kunkel, Mgr. Business Development and Sales |
TITLE:
title
Fare Agreement: Special Event Tickets for Transit Contract (Craft Lake City)
end
AGENDA ITEM TYPE:
Service or Fare Approval
RECOMMENDATION:
Authorize executive director to enter a Special Event Contract with Craft Lake City
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 a custom priced contract that is negotiated by the Fares team and approved by the Board of Trustees. Examples include University of Utah sporting events and the Ogden Twilight Concert Series.
Last July, the Board of the Authority approved Resolution R2021-07-04: resolution approving certain sponsored fare agreements for Special Events as part of the Authority’s COVID Recovery Efforts (Resolution). This resolution allowed the Fares and Community Engagement teams to partner with entities and execute ticket-as-fare contracts at no charge for those events using base UTA service (as published on Schedules and Maps (rideuta.com) <https://rideuta.com/Rider-Tools/Schedules-and-Maps>. Entities using base service may participate in exchange for in-kind advertising and promotion of UTA. This resolution will expire on July 31, 2022 and UTA staff desire to partner with the “Craft Lake City, DIY Festival” (Festival) which will take place on August 12, 13, and 14, 2022.
DISCUSSION:
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 recognitions that promote collaboration with the Authority. Craft Lake City and Utah Transit Authority are strategic partners who work to get more members of their community out of their cars and on to public transportation. In that spirit of partnership, UTA will partner with the Festival to offer ticket as fare to event attendees on the days of the event. In exchange for the transit fare, Craft Lake City agrees to give UTA a table during the event, social media mentions, an email blast to ticket-holders, as well as digital and print recognition. This has been valued at twelve-thousand dollars ($12,000).
CONTRACT SUMMARY:
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Contractor Name: |
Craft Lake City |
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Contract Number: |
22-F0297 |
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Base Contract Effective Dates: |
August 10, 2022 through August 17, 2022 |
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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: |
$12,000 |
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Procurement Method: |
NA |
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Budget Authority: |
NA |
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|
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ALTERNATIVES:
Not partner with Craft Lake City this year
FISCAL IMPACT:
Estimated twelve-thousand dollars ($12,000) in fare revenue donated. Estimate assumes that twelve percent (12%) of the total event attendance will use transit at a value of five dollars ($5) round-trip:
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Total Attendance |
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% Riding Transit |
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Fare Value |
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Total Value |
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20,000 |
X |
12% |
X |
$5 |
= |
$12,000 |
ATTACHMENTS:
Contract