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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 of Fare Strategy |
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TITLE:
title
Fare Agreement: Special Events Agreement (Utah Pride Center)
end
AGENDA ITEM TYPE:
Service or Fare Approval
RECOMMENDATION:
Approve and authorize the Executive Director to enter a Special Events Agreement with the Utah Pride Center.
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 of 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 Pride Center 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 Pride Center to offer ticket as fare for the following 2024 events, taking place at Washington Square in Salt Lake City:
June 1-2: Pride Festival
DISCUSSION:
Staff recommends partnering with the Utah Pride Center as described above for the upcoming festivals and concerts taking place June 1 - 2, 2024. In exchange for the transit fare, Utah Pride Center agrees to provide to UTA the “Topaz” sponsorship package which is valued at $60,000. This sponsorship package includes social media mentions, an email blast to ticketholders, tabling opportunities, and other activities, as well as digital and print recognition. Additional information about this package can be found in Exhibit “A” of the contract.
CONTRACT SUMMARY:
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Contractor Name: |
Utah Pride Center |
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Contract Number: |
24-F0404 |
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Base Contract Effective Dates: |
June 1 - June 3, 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: |
$26,000 |
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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 Pride Center for ticket as fare, requiring attendees to utilize other fare alternatives.
FISCAL IMPACT:
Foregone fare revenue is estimated to be approximately $26,000 and is estimated using historical ridership counts. The Utah Pride Center has agreed to provide UTA with a marketing package valued at $60,000.
ATTACHMENTS:
Contract