MBTA naming rights initiative yields zeroes of dollarsBy
For the better part of the last year, the Massachusetts Bay Transportation Authority has been toying with the idea of naming rights, and toward the end of 2013, they issued an RFP as part of the initiative. For the low, low price of $1 million a year, you could buy the rights to name a T stop. Well, the results are in, and the project is, you will be surprised to hear, a total flop.
As the Boston Business Journal reported yesterday, the MBTA will make no money from the program this year. The responses to the RFP were due yesterday, and only one company — JetBlue — submitted a bid. Furthermore, their bid came in well below the minimum requirements. The MBTA failed to disclose the total JetBlue bid for rights to the blue line, but the agency had set the minimum bid at $1.2 million.
The MBTA isn’t closing the door to future naming initiatives, but agency officials seem unaware of the practical realities of the situation. One spokesman told MassLive.com that it was “unclear” why more companies did not submit proposals. The Loch Ness Monster of transit agencies lives on for another day.