Metro - File #: 2016-1006

• File #: 2016-1006
• Type: Policy
• Status: Non-Calendar
• File created: 12/23/2016
• In control: Board of Directors - Regular Board Meeting
• On agenda: 1/26/2017
• Title: ADOPT revisions to Metro's System Advertising Policy in order to update policy and expand Metro's current advertising opportunities and generate additional revenue - as recommended in the Risk Allocation Matrix (RAM) process approved at the January 2016 Board meeting.
• Sponsors: Board of Directors - Regular Board Meeting
• Indexes: Advertising, Articulated buses, Budget, Budgeting, Chatsworth, Las Virgenes/Malibu subregion, Metro Orange Line, Policy, Safety, San Fernando Valley Service Sector

Date	Action By	Action	Result
1/26/2017	Board of Directors - Regular Board Meeting
1/19/2017	Executive Management Committee

Meeting_Body
REVISED
EXECUTIVE MANAGEMENT COMMITTEE
JANUARY 19, 2017

Subject/Action
SUBJECT: METRO SYSTEM ADVERTISING POLICY

ACTION: APPROVE REVISED METRO SYSTEM ADVERTISING POLICY

Heading
RECOMMENDATION

Title
ADOPT revisions to Metro's System Advertising Policy in order to update policy and expand Metro's current advertising opportunities and generate additional revenue - as recommended in the Risk Allocation Matrix (RAM) process approved at the January 2016 Board meeting.

Issue
ISSUE

Metro's System Advertising Policy provides the agency with a significant opportunity to generate advertising revenue as a way to leverage and optimize sales tax revenues, state and local funds, fare revenues and other forms of agency funding.

In January 2016, the Metro Board of Directors approved the Risk Allocation Matrix (RAM) where staff identified cost saving and revenue generating initiatives, and created the Internal Savings Account - intended as tools to ensure long-term financial stability and mitigate projected budget shortfalls. Among some of the financially significant initiatives is the expansion of advertising on the Metro system to include digital advertising, opportunities at parking structures, facilities and buildings, and other Metro-owned properties.

Revision of the Metro System Advertising Policy would enable staff to explore expanded advertising opportunities on Metro's system in order to generate additional and significant revenue for the agency. This revised policy positions the agency to benefit from expanded advertising opportunities.

Discussion
DISCUSSION

Background
Metro's System Advertising Policy was last revised June 2013 to permit advertising from non-profit organizations, and strengthen content restrictions on tobacco products, firearms and gun violence, demeaning or disparaging statements, adult entertainment, political endorsements, religious issues, and unsafe or disruptive transit behavior.

In January 2016, the last and fin...