New Yorkers have an oddly familial relationship with the subway: we fight when our trains are excessively late or swear at them as the express train closes its door in our face, but if anyone is to mess with them, we turn into the overly protective brother fighting to shelter our delicate transport.
For example, in light of huge budget deficits, the MTA announced a behemoth raise in train fare; a huge uproar ensued, riders protested and fought for their beloved subway. The massive hike shrunk to a smaller, more reasonable increase.
It’s safe to say we take our trains seriously, which is why it was sad for me to hear the news that the MTA sold the name rights of a massive subway and LIRR hub to Barclays Bank. Barclays, based out of London, bought the naming rights to the Atlantic Ave. stop in Brooklyn, which is one of the largest subway hubs in New York City. The price tag: $4 million – chump change for a company that sees profits in the billions annually. But the MTA is desperate for some cash and Barclays is in need of a station name, apparently.
As a Brooklynite, I wanted to come out fighting for Atlantic Ave. Granted, selling the names to things like sports arenas has been longtime practice: Wrigley Field, the SF Giant’s AT&T Park (formerly Pac Bell Park) and the Met’s Citi Field ($400 million!), but not often is public transit named after a private firm. Buying the name to a sports arena is sure-fire way to get a company’s name out, but can it also have a backlash?
An SF Bay Area native, I remember when the Giant’s old stadium, Candlestick Park, was renamed 3Com Park. And my dad was pissed. He would listen to sports radio and I remember hearing multiple broadcasters cry foul. People were not accepting of the name change, never calling the park 3Com and instead referring to its original name. In 2008, when the naming-rights contract expired with then sponsor Monster.com, a measure was passed by voters in the November elections that permanently reverted the name of the stadium back to Candlestick Park.
Barclays will be receiving a lot of name recognition, as millions use the station a week. However, the question remains as to if the name will drive more traffic and business to the site. Barclays may have to defend itself to the barrage of upset New Yorkers, going on damage control instead of taking a promotional high road. The bank could face an upset akin to San Francisco’s ever name-changing stadium.
So is this a good marketing move for Barclays? Will Brooklynites soon be saying, “ya just wanna meet at the Barclays Bank stop?” Is this a future aspect of marketing and advertising? Will we soon see the American Express Statue of Liberty? Or will there be a New York uproar, as there always has whenever anyone tries to mess with the subway?
Hey, we’re just looking out for our fam.
Related Links:
- Village Voice columnist Neil deMause sounds off.
- New York Times blogger Eric A. Morris suggests the “Bill Gates Golden Gate Bridge.”
(Photo via DoobyBrain)
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http://www.bitecommunications.com to GoogleReader!
Thanks
Ilias
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