Meeting_Body
EXECUTIVE MANAGEMENT COMMITTEE
JULY 18, 2024
Subject
SUBJECT: RAIL STATION NAME FOR WESTSIDE PURPLE (D LINE) EXTENSION, SECTION 2 (CITY OF LA)
Action
ACTION: APPROVE RECOMMENDATION
Heading
RECOMMENDATION
Title
ADOPT the staff recommendation for the official and operational station name for the City of LA station on Metro Rail’s Purple (D Line) Extension Section 2:
• Official Station Name: Century City
o Operational Station Name: Century City
Issue
ISSUE
Metro is procuring signage and other permanent station identification materials for the Westside Purple (D Line) Extension Project, Section 2 station. As construction is fully underway an official and operational station name that is consistent with Metro’s Property Naming Policy needs to be adopted by the Board to enable Metro’s contractor to produce wayfinding and station signage for the new station.
Background
BACKGROUND
The revenue service date for the Westside Purple (D Line) Extension Project, Section 2 is expected to be Summer 2026. The project is currently making significant headway as tunneling for Section 2 has been completed. In accordance with Metro’s Property Naming Policy, Community Relations began soliciting suggestions for permanent station names from community stakeholders, which included residents, commercial stakeholders, the Business Improvement District, and the chamber of commerce in late 2022. The station is in the City of Los Angeles’ Century City, at the intersection of Constellation Blvd. and Avenue of the Stars, and is known by its placeholder name, Century City/Constellation.
The 2003 Board-approved Property Naming Policy states that rail stations will be named in a simple and straightforward way to assist customers in navigating the system and the region. The policy states that names must be brief enough for quick recognition and retention, and must be based primarily on geographic location, referring to a nearby street or freeway, a well-known destination or landmark, a community or district name, or a city name. The policy also states that single names for stations are preferable and that if multiple names are used, they are to be separated by a slash.
The policy further indicates that properties may have a Board-adopted official name and a shorter operational name; the official name is used in Board documents and legal notices, while the operational name may be used more commonly in signage and customer materials.
Discussion
DISCUSSION
Community Input
In accordance with Metro’s Property Naming policy, Metro Community Relations initiated station naming outreach and engagement in early October 2022 and continued through April 2023.
As part of the planning phase, provisional names for the station were developed using the neighborhood geography. For the permanent station name, input was solicited from key stakeholders and the community at large. Stakeholders included the Century City Chamber of Commerce, the Century City Business Improvement District, Westfield at Century City Mall, Century City Property Managers, the Century City Arts Commission, and residents of Los Angeles.
Staff reviewed the Board’s Property Naming Policy with area stakeholders during the 14 stakeholder briefings and community meetings they hosted. These sessions also included participation from local businesses, residents, and civic leaders. In addition, outreach and invitations to submit station name recommendations were integrated into Metro social media campaigns, including Facebook and X (formerly Twitter), and were also included in the Westside Purple (D Line) Extension, Section 2, weekly stakeholder construction notices. The publicly submitted station names were reviewed by staff to ensure consistency with Metro’s Property Naming Policy.
Survey Confirmation
To further validate the community input for the station name, a survey was fielded in May 2023 with 200 Metro riders and 200 non-Metro riders. The demographic composition of survey respondents mirrors Metro On-Board Survey and Census demographics, respectively. Respondents were recruited by ThinkNow research using online respondent panels and mall intercepts near transit hubs. Respondents rated perceived ease of navigating teach potential station by name.
The top names for the station included “Century City” and “Century City/Constellation.”
• 82% of respondents who are Metro riders perceived “Century City” to be easier to navigate
• 76% of respondents who are infrequent or non-riders perceived “Century City” to be easier to navigate
The table below shows the Original Placeholder name and the recommended Official and Operational Station Name. The recommended official and operational station name is the result of community outreach and engagement, a rider survey, and staff review to ensure consistency with Metro’s Property Naming Policy.
|
Original Placeholder |
Recommended Official and Operational Station Name |
|
Century City/Constellation |
Century City |
The Original Placeholder name, “Century City/Constellation,” accurately combined the geographical neighborhood within the City of Los Angeles and one of the streets at the intersection where the station will be located. Consistent with Metro’s Property Naming policy, the Recommended Official/Operational Station Name simplifies the name while accurately describing the geographic location of the station. The recommended station name, Century City, was fully supported by the executive directors of the Century City Business Improvement District and the Century City Chamber of Commerce and gained the most support from the community during the robust outreach effort.
DETERMINATION OF SAFETY IMPACT
Adoption of this name does not affect the incidence of injuries or healthful conditions for customers or employees. Therefore, approval will have no impact on safety.
Financial_Impact
FINANCIAL IMPACT
No station identification signage has been fabricated. However, construction drawings reflecting the original station names have been completed. Should any costs be incurred due to station name revisions, they will be borne by the Purple (D Line) Extension Project Section 2.
Impact to Budget
The proposed funding source is the Purple (D Line) Extension Section 2 project budget. Purple (D Line) Extension Section 2 project budget is funded by Measure R 35% Bond, which is not eligible for bus and rail operating expenses but is eligible for bus and rail capital expenses.
ALTERNATIVES CONSIDERED
The community also considered “Century City/Constellation.” However, after the outreach and engagement through briefings, surveys and focus groups, Metro riders and the general public perceived “Century City” to be easier to navigate over the alternative “Century City/Constellation.”
Equity_Platform
EQUITY PLATFORM
The recommended board action will benefit all Metro riders utilizing the new station and navigating the Metro system by improving customer experience. The recommended station name was voted on by the public and is consistent with Metro’s Property Naming Policy. The outreach performed by Metro Community Relations to solicit suggestions for permanent station names was open to all members of the community, regardless of race, residency, or other social and demographic factors.
The recommended station name is in accordance with Metro’s Property Naming Policy in that it: a) reflects the station’s general location relative to the entire transit system without duplication, b) provides specific information about the property’s location relative to the surrounding area, c) acknowledges the communities and neighborhoods serviced by the stations and stops, and d) is simple, short, easily recognizable, and appropriate for system signage and mapping. Should the board adopt the recommended station name, new and existing transit users will find the new stations easy to locate and use, thereby increasing transit equity in Los Angeles County.
IMPLEMENTATION OF STRATEGIC PLAN GOALS
This recommendation supports Metro’s goal of providing high-quality mobility options that enable people to spend less time traveling. This recommendation also supports Metro’s goal of enhancing communities and lives through mobility and access to opportunity.
Both goals are supported because, when completed, the Purple (D Line) Extension subway will make travel between downtown Los Angeles and the Westside easier and more convenient for riders, especially riders in underserved communities, who do not have access to a vehicle or cannot carpool or afford rideshare services.
Adoption of the permanent station name will make navigating the stations of the Purple (D Line) Extension simpler by using a name that is easily recognizable and that reflects the station’s location relative to known communities and familiar neighborhoods.
Next_Steps
NEXT STEPS
Staff will work with the Westside Purple (D Line) Extension, Section 2, project manager, and Tutor Perini O & G, Metro’s design-builder, to implement the station name as adopted by the Board.
Attachments
ATTACHMENTS
Attachment A - Property Naming Policy
Prepared_by
Prepared by:
Marlon Walker, Community Relations Manager, (213) 503-6113
Mindy Lake, Principal Community Relations Officer, (323) 900-2146
Anthony Crump, Executive Officer, Community Relations, (213) 418-3292
Yvette Rapose, Deputy Chief, Customer Experience, (213) 418-3154
Reviewed_By
Reviewed by:
Jennifer Vides, Chief Customer Experience Officer, (213) 922-4060
