RTD Hopes to Raise Funds By Selling Naming Rights to Stations and Lines

Casa Bonita Station? The Colorado Rapids Line?

These names are completely speculative, but maybe not far from reality if RTD gets its way. The transit agency is trying to lure corporate sponsors to buy naming rights as it prepares to open four new rail lines next year.

Image: RTD
Photo: RTD

Each sponsorship could haul in as much as $1 million a year if a company decides to sponsor an entire line, according to RTD staffer Scott Reed, who presented the Board of Directors with an update on the process Monday. RTD hired an advertising firm to sell sponsorships, and has 19 proposals under review, Reed said.

Selling naming rights is part of a long-term strategy to create recurring revenue for a consistently cash-strapped RTD. The proposals come at a time when the Northwest Rail Line between Denver and Longmont looks like a broken promise, and RTD officials are trying to fund discounts for low-income transit users, even as overall fares rise.

Reed is certain that once a major sponsor signs on, more will follow suit.

“No one wants to jump in the pool first in case there are sharks in there,” he said.

Transit agencies in Boston and New York sell naming rights to stations, and in Portland transit stops can be “sponsored” for a set period of time by private companies.

Filed Under: RTD

ALSO ON STREETSBLOG

Tuesday’s Headlines 5/11/21: It’s official – Lyft and Lime to bring bike and scooter share to Denver

|
Denver, RTD, and the Metro Area Denver to Launch New Bike and Scooter Share Program This Week (DOTI) City Council gives Lyft and Lime sole control of Denver’s bike-and scooter-share market, rezones Loretto Heights for redevelopment and more (The Denver Post) Denver City Council passes resolution to allow only 2 scooter operators (9 News) ‘Bird’ […]

Monday’s Headlines 5/10/21: News from the Weekend

|
Denver, RTD, and the Metro Area Man Killed In Lakewood Hit-And-Run (CBS Denver) Denver crash kills 1, sends 3 to hospital (KDVR) Motorcyclist dies after crash with vehicle in Aurora (The Denver Post) Demolition of the I-70 viaduct to start this month (The Denver Post) Residents of Denver’s Park Hill neighborhood sue to stop legal […]

Todays Headlines 5/7/21: Putting Santa Fe on a full road diet

|
Denver, RTD, and the Metro Area I-70 is back open following deadly motorcycle crash Friday morning (KDVR) Denver Street Changes and Putting Santa Fe on a “Full Road Diet” (Westword) Transit & Safety Improvements Coming to Stretch of Lincoln Street (DOTI) RTD establishes guiding principles for providing future service – seeks feedback on next steps […]
Danny Katz speaking to KMGH Channel 7

Today’s Headlines 5/5/21: How a new emphasis on safer streets could drive big change in Colorado

|
It’s National Bike to School Day! Learn more about how Colorado celebrates the day here.  From Streetsblog Commentary: How a new emphasis on safer streets could drive big change in Colorado (Streetsblog Denver) Wednesday’s Headlines Add Some Perspective (Streetsblog USA) How (And Why!) to Repeal ‘Jaywalking’ Laws (Streetsblog USA) Denver, RTD, and the Metro Area […]