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LA Metro Unveils New Digital Amenities and Art Series as Part of “New Blue”

Monday November 04, 2019

With the reopening of the full A Line on November 2, the Los Angeles County Metropolitan Transportation Authority (Metro) will unveil new digital amenities, including a digital communications and advertising network and its new digital art portrait series as part of Metro’s “New Blue” Improvements Project.

Customers riding the newly dubbed A Line between Long Beach and Compton Stations will see new IxNTouch information screens at each station – nearly 100 in total. These screens, — developed in partnership with Intersection , a leading media and technology company — will allow Metro to communicate with customers across a growing network of digital screens and help customers better navigate the agency’s transit system. 

The interactive touch screens will give riders greater access to train and bus arrival times, service alerts and advisories, and system and community maps, among other digital tools. Once complete, the network will allow Metro to target information and messages systemwide — by line, by station and even individual station screen.

“We are incredibly proud for our riders in Los Angeles, South Los Angeles, Watts, Willowbrook, Compton, Rancho Dominguez and Long Beach to be the first to experience these new digital amenities,” said Inglewood Mayor and Metro Board Chair James T. Butts. “And we can’t wait to expand these screens throughout our system in the very near future.”

The screens will also host Metro’s first-ever digital art portrait series on the completed A Line, “More People Than You Know.” The series celebrates the people who use and live along the A Line. Riders, artists and curatorial advisors with ties to these neighborhoods and cultural organizations worked closely with Metro Art to produce works that are intimate, immediate and relevant to local communities. The stories captured by the artists are both personal and universal.

Artists participating in the inaugural exhibition:

Eric Almanza                        Kristina Ambriz                   Jazmine Atienza
Daniel Barajas                       Cat Ferraz                          Alepsis Hernandez
Bodeck Luna Hernandez    Cody Lusby                          José M. Loza
LP Ǽkili Ross                       Dave Van Patten                  Angela Willcocks

The digital displays along the A Line come at zero cost to taxpayers or riders because it is paid for by advertising revenues. By delivering useful and relevant information to riders, Intersection’s media assets are highly noticed and offer national and local brands the opportunity to engage consumers with system advertising opportunities. Intersection has committed to investing nearly $20 million in digital equipment on the Metro Rail system at no cost to the agency. 

“One of Metro’s key goals as an agency is creating outstanding trip experiences for everyone who uses our system,” said Metro CEO Phillip A. Washington. “These new displays and this new digital portrait series are just the beginning of our plans to truly enhance the experience of taking Metro as we work to create the transportation system of the future.”      

In January 2018, Metro awarded Intersection and OUTFRONT Media each 10-year licenses to sell and display advertising on the Metro Rail and Bus system, respectively. The contracts are expected to reduce Metro’s costs by securing free advertising space without the need for Metro to incur printing, production or installation costs for the agency’s own ads. This will save Metro approximately $30 million over the life of the contracts. The new contract will also generate increased ad revenues — a guaranteed $262.2 million from OUTFRONT Media on the Metro Bus system and $42.9 million from Intersection on the Metro Rail system over the next 10 years to help sustain Metro’s current and future operations and transit system expansions.

The screens will be phased in by 2024 across the entire Metro Rail system, the Orange Line and Silver Line and will be located on station platforms, mezzanines and plazas, with at least two screens at every station.

About Metro
The Los Angeles County Metropolitan Transportation Authority (Metro) is building the most ambitious transportation infrastructure program in the United States and is working to greatly improve mobility through its Vision 2028 Plan. Metro is the lead transportation planning and funding agency for L.A. County and carries about 1.2 million boardings daily on a fleet of 2,200 low-emission buses and six rail lines.

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