In light of old news just posted today by Rescue Muni, the public has known the transition of TransLink to it's future mid-2010 name "Clipper" will cost about half a million dollars.
Under the radar of the generally pissed-off public is an amendment (PDF document) to be voted upon by the Operations Committee of the MTC on Friday (see agenda). This amendment will give the marketing company, Swirl, more funding to cover the massive transition. $475,000 (or what the general public calls "half a million") was already approved, and they will need an additional $900,000.
A grand total of: $1.375 MILLION
Here's what they will use the money for:
- $475K (already approved) will be used to "develop new customer materials, update the design of the program website, redesign the logos on the equipment and provide other services to support the rebranding of the program as Clipper."
- $900K (which will be voted upon) will be used "for launching a marketing campaign in June 2010 timed to coincide with transit agencies’ phasing-out of paper tickets and passes."
If you would like my point of view, Clipper is an awkward name. I can understand that TransLink is used by many transit agencies around the world, including many people who believe Vancouver's TL agency is terrible. There has to be a better name than Clipper.
My suggested name: "The Bay Area Card." Simple, and unique to the Bay Area.