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Metro Art Moves You

Metro Art Moves You. Zipporah Lax Yamamoto, Ph.D. yamamotoz@metro.net #APTAmarketing14. Metro Art Overview. 0.5% of construction costs 25 years 2nd largest transit art collection in country 100+ stations and many more under design 300+ artists commissioned

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Metro Art Moves You

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  1. Metro Art Moves You Zipporah Lax Yamamoto, Ph.D. yamamotoz@metro.net #APTAmarketing14

  2. Metro Art Overview • 0.5% of construction costs • 25 years • 2nd largest transit art collection in country • 100+ stations and many more under design • 300+ artists commissioned • Permanent and temporary programs • 50+ awards

  3. Sonia Romero MacArthur Park, Urban Oasis Westlake/MacArthur Park Station

  4. JOYCE KOZLOFF The Movies: Fantasies and Spectacles Westlake/MacArthur Park Station

  5. DANIEL MARTINEZ For Your Intellectual Entertainment El Segundo Station

  6. DONALD LIPSKI Time Piece El Monte Station

  7. MARTIN DURAZO Vamos Juntos/Juntas El Monte Station

  8. Docent-Led Art Tours • Program started in 1999 • 80% of tour participants were first time Metro riders • Provided tours for 50,000+ people

  9. Metro Art Moves You Goals • Attract discretionary riders • Familiarize the public with the Metro system • Educate people about transit etiquette • Boost perceptions about public transportation

  10. Strategies • Add artists as tour guides • Link places people live and work with cultural outings • Create special opportunities to engage with the Metro system • Partner with local businesses to offer cross-promotion and post-tour offers/discounts • Create positive, associative transit experiences

  11. Low Cost, High Impact • Pulls together existing agency resources • Volunteer docents • Docent coordinator • Artist fees • TAP card (fare) • Advertisements • Print collateral

  12. Marketing • Metro Insider (buses) • The Source • Facebook • Twitter • Metro Destination Discounts program • Press releases • Targeted advertisements

  13. Results • 100% would recommend use of Metro Rail to others • 100% would recommend a tour to others • 26% of participants = first time riders • 74% repeat Metro riders *79 respondents to our survey

  14. Headlines • “Metro’s Summer Public Art Tour Connects Rail, Artists, and Communities” – KCET • “Metro’s Fourth of July Art Tour Looks Kind of Awesome” – Streetsblog LA • “Metro’s Got Art and Wants to Share It” – Los Angeles Downtown News

  15. Feedback from participants • “An excellent first time experience, showing lots of hidden gems, art & architecture.” • “Awesome experience; lived in LA for 24 years & I can’t believe I hadn’t experienced it before. Definitely would recommend it to others!! Made me appreciate LA & public transport so much more!!” • “The tour was informative, made Pasadena areas come alive. Please do MORE!!”

  16. Additional info • metro.net/art • facebook.com/metroartla • thesource.metro.net

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