Rocco: before you review Transit City….
Fixing Toronto – Part 10
What’s with those massive outdoor TTC LRT billboards?
I see in my morning paper that Toronto Mayoral candidate Rocco Rossi has included a moratorium on Toronto’s “Transit City” infrastructure initiative in his platform.
But before he gets down to considering the merits of the overall project, let’s ask ourselves why the City of Toronto has erected massive billboards promoting the concept. For weeks now, a CBS billboard at Moore and Bayview has been trumpeting the plan. Something like 5 new Light Rapid Transit lines are being promoted for places like Sheppard East and Finch West. And for as long as the billboard has been there, I’ve been wondering: what’s CBS charging for a superboard in Leaside, and who actually is the advertising directed at?
It’s the last question that’s the most troubling, for it is one thing for the TTC to run self-promotion ads on their own system when there’s unsold advertising capacity in a subway car. But what’s the point of a CBS-owned LRT billboard in Leaside? This isn’t a new brand of sugared water for sale.
Are people going to move neighbourhoods based upon an LRT line that will be completed over the next half decade? Are vehicle commuters going to sell their car, today, based upon what the LRT system will look like at some point in the future? Not going to happen.
Build it, and they may then ride.
Which begs the question: other than self-congratulatory back-patting by the proponents of the billion dollar initiative, what’s the point of Transit City ads on private sector-owned superboards? Particularly when the City has a $400MM plus operating deficit.
It’s kind of like advertising discount university textbooks on Treehouse TV.
MRM
(disclosure – this blog, as always, reflects a personal opinion; and in no way represents the views of our firm, the TPA, its Board/Staff or the federal government)
Glad we’re staying away from discussing Rossi – as a cyclist and transit user, I can’t think of anything nice to say. He’s really just trying to capture the anti-Miller vote.
On topic, we could draw a comparison between the TTC’s ads and the Fed’s ads which trumpet spending stimulus. If anything, the Fed’s ads are more useful for us in the 416 because we won’t be seeing very many of the actual projects!
I’m excited for Transit City because it addresses some really underserved neighborhoods. Even though I’m not likly ever to ride the new routes, it’s good for the city.
The ads themselves, which use the classic 1950s-60s TTC font, are quite attractive.
The TTC’s got a few more problems than just misguided advertising…
http://www.thestar.com/news/gta/ttc/article/754297–is-he-sleeping-photo-of-mccowan-ttc-booth-goes-viral
…who knew?
I agree with the comments re. the waste of money on these ads in deference to the bike rider who obviously ids a Miller supporter ( thank god he’s going) and their location (who are they pitching to). We have a huge overrun on St Clair money and time wise and they have the gall to advertise here, where new transit will come nowhere close – this city is run by incompetents.
As for bike lanes , I support bikes and lanes in places where they make sense but ask yourself why a lane has been taken away from St.Clair West and then they do the same to Davenport and then to Dupont the latter two for bike lanes which totally screws up cross town traffic in the midtown area and just doesn’t make sense but sure frustrates motorists. Mihevc and Giambrone should resign. TC will be a total waste of money unless professional project managers and real steering committees with decision making capabilities and power are put in place instead of politicians.
I agree with the comments about the Transit City billboard waste. As a driver, I recently was scratching my head as I looked up at a Transit City ad while stuck in traffic for 22 minutes….when in fact the commute should have taken only 3 minutes. Spend the money on planning better bus routes..timing lights…and not allowing lazy bus drivers to stop for coffee breaks during rush hour! Why advertise something that hasn’t happened probably won’t be completed as advertised. Put the billboards up after the fact! Lets not forget that in this same city, a subway tunnel at Bathurst/Eglinton was being constructed…and the province decided to halt construction and fill in the tunnel! Which city councillor is getting the kick back for these billboards? Does his name start with Adam?!