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TO: |
Board of Trustees |
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THROUGH: |
Jay Fox, Executive Director |
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FROM: |
Nichol Bourdeaux, Chief Planning & Engagement Officer |
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PRESENTER(S): |
G.J. LaBonty, Manager Customer Experience |
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Katie Morrison, Strategic Communications Manager |
TITLE:
title
R2023-10-05 - Resolution Renaming the Salt Lake City Frequent Transit Network Routes as “Go Routes”
end
AGENDA ITEM TYPE:
Resolution
RECOMMENDATION:
Approve Resolution R2023-10-05 to authorize the renaming of the Salt Lake City Frequent Transit Network Routes as "Go Routes”
BACKGROUND:
Through an ILA signed by Salt Lake City and UTA in March 2019, UTA and Salt Lake City agreed to participate jointly in planning and funding for public transportation improvements in and around the City.
Language in this original ILA stated “The City shall have the right to construct new bus stops with respect to the Frequent Transit Network (FTN) Routes. Any bus stops constructed by the City must comply with the siting requirements and minimum standards set forth in UTA' s Bus Stop Master Plan. The City may include additional functional and artistic amenities with respect to the bus stops.”
UTA and Salt Lake City have been working together to define what the “functional and artistic amenities” of the Frequent Transit Network should be. It was decided that the name “Frequent Transit Network” is more of a planning nomenclature and that the network should be rebranded in a way that could be used and recognized, not just in Salt Lake City, but throughout the UTA system. Salt Lake City hired a branding firm to develop concepts that could be used to pilot the new moniker. The City in collaboration with UTA chose ‘Go Routes’ as the proposed new name for these routes. The branding package associated with the ‘Go Routes’ is intended to be recognizable yet cohesive with the larger UTA brand and can be rolled out to other cities.
According to Board Policy No. 3.1 - Advertising and Naming, Section II.B.1 - “The Board of Trustees will approve naming of stations, facilities, and service brands.”
If approved, two pilot bus stops will be rolled out with this new Go Route look. The stops are the Northbound and Southbound stops located at the intersection of Foothill Drive and Wakara Way. The stops will be evaluated by UTA and Salt Lake City for the effectiveness of the look, customer attitudes toward the new look, and the wear and tear on the new amenity accessories.
DISCUSSION:
The new logo, name, and pilot bus shelter designs package will be presented at the Board meeting.
ALTERNATIVES:
If the new route naming is not accepted by resolution, UTA, under the terms of the ILA would need to partner again with Salt Lake City to develop a new name and design of the functional and artistic amenities with respect to the bus stops.
FISCAL IMPACT:
This should not have a fiscal impact to UTA. The terms of the original ILA state “[Any] incremental maintenance costs associated with additional amenities will be: (i) determined through negotiation prior to the construction of the bus stops; and (ii) funded by the City pursuant to subsequent addenda through the remaining term of this Agreement.”
ATTACHMENTS:
Resolution R2023-10-05