The SEPTA Board has approved a resolution to allow Pattison Station to be renamed AT&T Station under a naming rights agreement that will bring in much-needed revenue for transit operations. The Board voted on the resolution during its regular monthly meeting on June 24, 2010.
The new name is scheduled to debut later this summer as part of a five-year contract valued at over $5 million. AT&T Station also builds on SEPTA’s relationship with AT&T, which is currently the only wireless carrier providing coverage underground along the Broad Street and Market-Frankford lines.
“SEPTA welcomes the opportunity to work with AT&T on this unique project,” said SEPTA General Manager Joseph M. Casey. “This is an exciting new step in SEPTA’s ongoing effort to help defray costs to customers and taxpayers by creating new advertising and sponsorship opportunities throughout the transit system.”
The station is located on the south end of the Broad Street Line, and serves as a transit hub for fans traveling to-and-from games and other events at the Sports and Entertainment Complex. With the recent successes of Philadelphia’s sports teams – highlighted by the Phillies’ and Flyers’ championship runs – the station is busier than ever.
“AT&T is all about helping customers mobilize everything to stay connected to who and what they need most – and in Philadelphia, that means sports,” said Dan Lafond, vice president and general manager for AT&T in Eastern Pennsylvania, Southern New Jersey and Delaware. “We’re thrilled to be a part of this innovative opportunity to connect people to their world at AT&T Station.”
This groundbreaking naming rights agreement is consistent with SEPTA’s mandate to seek alternative sources to help pay for operating expenses. Act 44, a measure passed by state lawmakers in 2007 to provide funding for transportation in Pennsylvania, called on SEPTA and other transit agencies to bolster efforts to generate non-fare box revenues.
In response, SEPTA has worked closely with Titan, the leading transit advertising agency in the country, on an innovative campaign to bring in additional advertising dollars. The partnership with AT&T takes this initiative to new heights.
In addition to the benefits to taxpayers and customers realized by increasing advertising revenue streams, SEPTA’s partnership with AT&T will enhance the customer experience. The agreement includes station beautification efforts and improved communications tools such as new digital displays and signage.
“This is a fantastic deal that we’re very excited about,” said Jeff Randazzo, vice president and Philadelphia general manager of Titan. “Naming the station will give exceptional and indelible branding for AT&T right in the heart of Philadelphia. Commuters, tourists and sports or music fans who pass through the AT&T Station will enjoy an upgraded experience thanks to this unique partnership.”