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File #: 2017-0076   
Type: Policy Status: Agenda Ready
File created: 2/3/2017 In control: Board of Directors - Regular Board Meeting
On agenda: 2/23/2017 Final action: 2/23/2017
Title: ADOPT revisions to Metro's System Advertising Policy in order to update policy and expand Metro's current advertising opportunities to 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, Alignment, Articulated buses, Budget, Metro Orange Line, Outreach, Policy, Safety
Attachments: 1. Attachment A - Metro System Advertising Policy (COM6)-Changes, 2. Attachment B - Metro System Advertising (COM6)-2017
Meeting_Body
REGULAR BOARD MEETING
FEBRUARY 23, 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 to 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 final option with Out...

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