Agenda Item Wording:
title
Microtransit Branding Recommendation - Recommendation from staff on branding for the new Visalia Transit microtransit service.
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Deadline for Action: 3/17/2025
Submitting Department: Administration - Transit Division
Contact Name and Phone Number: Angelina DeRossett, Transit Manager, Angelina.DeRossett@Visalia.City (559)713-4591, John Lollis, Assistant City Manager, John.Lollis@Visalia.City (559)713-4323
Department Recommendation:
It is recommended that the City Council receive the report and recommendation from staff on the proposed name and branding of “Visalia Connect” for the new microtransit service pilot.
Background Discussion:
With the City Council’s support, Transit staff has been working on launching a new microtransit service pilot to serve residents within the Visalia city limits. This service is part of a broader region-wide project to offer a more flexible door-to-door service to residents within Tulare County.
As part of the process, staff has been working with vendors to brand the new service and accomplish the tasks that are required to have the service ready to launch in Spring 2025. Part of that process includes selecting a vendor to assist staff in branding the service, wrapping the microtransit vehicles, and performing various other marketing and education aspects to prepare the service for launch.
Through a sole source process, Transit Media Inc. was selected for these tasks to assist staff in branding the microtransit pilot program. The justification for sole source was due to the existing vendor relationship between Visalia Transit and Transit Media for Transit marketing and given timeline restrictions, making the exchange of information, vendor setup, and template fees a smooth and financially feasible transition. Transit staff, with input from City Manager and Assistant City Manager, worked with Transit Media to convey the vision and messaging that the City would like to serve the Visalia community through this new service pilot.
Transit Media made three (3) recommendations to the City for branding the service, and staff with the City Manager’s support is recommending that ‘Visalia Connect’ and the associated recommended branding be adopted by Council.
‘Visalia Connect’ is recommended by staff for approval for various reasons. The tagline “Fast. Flexible. Connected.” conveys a community-based approach for support of Transit riders and the broader community. The design on the branding is professional and sleek, with graphics that depict how Visalia Transit is the source of that community-based connection for the Visalia community. The rear of the vehicle depicts a QR code that when clicked will take the user to the microtransit software application.
The second and third option presented by Transit Media are “Visalia Circuit” and “V-Link” (included in the design proof attachment). These other two branding recommendations have the same color scheme but with different design and tagline options. Overall, the ‘Visalia Connect’ design is recommended by staff based on the human and sense of community ideals that the City is hoping to convey with this service.
Fiscal Impact:
This program is grant funded through the Tulare County Association of Governments (TCAG) with SB125 State transit funding and the branding and marketing component is supported and included in that budget. A new Transit Division (4557) and budget was created to support the new microtransit service.
Prior Council Action:
24-0016 12-04-2023 Authorization to partner with County on microtransit
23-0454 12-15-2023 Approval of Project Budget List (microtransit included)
24-0258 06-24-2024 Rescinding of County partnership for microtransit
24-0251 09-16-2024 Award for microtransit software and vehicle purchase
24-0497 11-22-2024 Authorization to receive SB125 funding for microtransit
24-0562 03-03-2025 Transit update presentation (microtransit included)
24-0432 03-03-2025 Rates and Fees for microtransit service
Other: N/A
Alternatives: The City Council could recommend one of the other service name and branding options presented by Transit Media Inc, or direct staff to work on other options.
Recommended Motion (and Alternative Motions if expected):
recommendation
I move to approve the branding of ‘Visalia Connect’ for the City’s new microtransit pilot service.
Environmental Assessment Status: N/A
CEQA Review: N/A
Attachments: Branding Design Proofs