Metro Art Moves YouZipporah 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 • Permanent and temporary programs• 50+ awards

Sonia RomeroMacArthur Park, Urban OasisWestlake/MacArthur Park Station

JOYCE KOZLOFFThe Movies: Fantasies and SpectaclesWestlake/MacArthur Park Station

DANIEL MARTINEZFor Your Intellectual EntertainmentEl Segundo Station

DONALD LIPSKITime PieceEl Monte Station

MARTIN DURAZOVamos Juntos/JuntasEl Monte Station

Docent-Led Art Tours

• Program started in 1999• 80% of tour participants were first time Metro

riders• Provided tours for 50,000+ people

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

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

Low Cost, High Impact

• Pulls together existing agency resources• Volunteer docents• Docent coordinator• Artist fees • TAP card (fare)• Advertisements• Print collateral

Marketing

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

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

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

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!!”

Additional info

• metro.net/art• facebook.com/metroartla• thesource.metro.net