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File #: 2022-0827   
Type: Project Status: Consent Calendar
File created: 11/30/2022 In control: Board of Directors - Regular Board Meeting
On agenda: 1/26/2023 Final action:
Title: APPROVE a long-term advertising purchase for up to 12 months at Culver City Station from HBO, generating an estimated $484,000 in net revenues for Metro. This is not a title sponsorship and will not affect Culver City Station's title nor the adjacent private property's title, Ivy Station.
Sponsors: Finance, Budget and Audit Committee
Indexes: Advertising, Budget, Budgeting, Contractors, Culver City, Culver City Station, Escalators, Expo Line Operating Project (Project), Intersections, La Cienega/Jefferson Station, Metro Rail E Line, Policy, Project, Purchasing, Safety, Strategic planning
Attachments: 1. Attachment A - Commercial Sponsorship and Adoption Policy, 2. Attachment B - System Advertising Policy, 3. Attachment C - HBO Advertising-Culver City Station
Meeting_Body
EXECUTIVE MANAGEMENT COMMITTEE
JANUARY 19, 2023

Subject
SUBJECT: LONG-TERM ADVERTISING - CULVER CITY STATION

Action
ACTION: APPROVE LONG-TERM ADVERTISING PURCHASE AND ACTIVITY WITH HOME BOX OFFICE, INC (HBO)

Heading
RECOMMENDATION

Title
APPROVE a long-term advertising purchase for up to 12 months at Culver City Station from HBO, generating an estimated $484,000 in net revenues for Metro. This is not a title sponsorship and will not affect Culver City Station's title nor the adjacent private property's title, Ivy Station.

Issue
ISSUE

In compliance with the Commercial Sponsorship and Adoption Policy (Attachment A), staff requests approval from the Board for long-term advertising and activity from HBO at Culver City Station on the Metro E Line (Expo). Approval of this long-term advertising purchase will authorize Metro's rail advertising broker, Intersection, to manage the extended 12-month purchase and advertising activities stated in this report.

Background
BACKGROUND

HBO's corporate headquarters is at Ivy Station - a mixed-use complex adjacent to Culver City Station on the E Line. HBO previously purchased a station activation from fall 2021 to fall 2022 and wishes to continue the station activation for an additional 12 months into 2023.

Discussion
DISCUSSION

Findings
Feedback from HBO concerning year one's station activation has been positive, and due to the proximity of Metro's station and HBO's headquarters, the visible treatment provides office visitors a sense of impact and awareness of the HBO brand and employees' pride in the products they created.
"Everything looks and feels amazing. You're walking through our campus with these larger-than-life pillars and escalator wraps. It's very cool and visible from many of the office windows" - Senior Manager, HBO Max.
As media wraps are exchanged every few months, little vandalism or graffiti has been observed or reported on the materials for this station. Additionally, the HBO a...

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