Metro - File #: 2026-0455

• File #: 2026-0455
• Type: Contract
• Status: Agenda Ready
• File created: 6/3/2026
• In control: Operations, Safety, and Customer Experience Committee
• On agenda: 7/16/2026
• Title: AUTHORIZE the Chief Executive Officer to execute Modification No. 2 to Contract No. PS123964000 with GP Generate, LLC to continue to provide advertising and communications services in the amount of $2,871,750, increasing the contract value from $1,579,463 to $4,451,213.
• Sponsors: Finance, Budget and Audit Committee
• Indexes: 511, Advertising, Budgeting, Bus rapid transit, Contractors, Contracts, GoPass, Low-Income Fare is Easy (LIFE), Metro Rail A Line, Metro Rail C Line, Metro Rail D Line, Operations Transportation (Project), Outreach, Payment, Procurement, Purchasing, Radio, Rail Operations - Green Line (Project), Regional transportation, Ridership, Safety, San Fernando, San Fernando Valley Service Sector, San Fernando Valley subregion, Strategic planning, Students, Video, Wilshire/Fairfax Station

Meeting_Body
OPERATIONS, SAFETY, AND CUSTOMER EXPERIENCE COMMITTEE
JULY 16, 2026

Subject
SUBJECT: ADVERTISING AND COMMUNICATION SERVICES

Action
ACTION: APPROVE RECOMMENDATION

Heading
RECOMMENDATION

Title
AUTHORIZE the Chief Executive Officer to execute Modification No. 2 to Contract No. PS123964000 with GP Generate, LLC to continue to provide advertising and communications services in the amount of $2,871,750, increasing the contract value from $1,579,463 to $4,451,213.

Issue
ISSUE

Media buying, often referred to as advertising, enables strategic placement of communication materials including ads across a multitude o
f media channels to reach different audiences and environments with custom messaging to address riders' specific needs. Strategic media buying ensures Metro's transit information and recommendations reach the right audiences, empowering riders to navigate the County efficiently and encouraging non-transit riders to try using Metro.

Board action is requested to continue to provide advertising and communication services to support ridership growth and brand building initiatives. Approval of the recommended contract modification is needed to ensure uninterrupted media planning and buying services for Metro initiatives that cannot be supported with existing internal resources.

Background
BACKGROUND

At its January 2025 meeting, the Board awarded Contract No. PS123964000 to GP Generate, LLC in the amount of $1,579,463 to support Metro's marketing and advertising campaigns aimed at building the brand and growing ridership. The contract provides specialized media planning and buying services that enable Metro to strategically place advertising across multiple media channels and reach diverse audiences. Because Metro does not have the internal resources to implement complex advertising buys, these services are essential to delivering timely transit information, promoting Metro programs and services, and maximizing the effectiveness of adve...