Transbay Joint Powers Authority

On August 11, 2018, the Transbay Joint Powers Authority (TJPA) culminated years of work in construction, design and planning efforts with a series of grand opening festivities at the Salesforce Transit Center to commemorate and usher in a new era of transportation in San Francisco. The Salesforce Transit Center is a modern regional transportation hub that connects transit systems throughout the Bay Area. It has a 5.4-acre rooftop park with free events and activities and a robust public art program; is one of the most important pieces of infrastructure to be delivered to the Bay Area in a generation; and promises to ease congestion, reduce pollution and make transit easier and faster while spurring development in the surrounding neighborhood.

The massive unveiling of this new historical landmark required acute attention to public presentation, wide proliferation of news and updates, appropriate branding and consistent messaging, and meticulous logistical organization surrounding the multi-level activations for the Grand Opening weekend. In addition to informing riders about the transition, the goal was to generate city- and Bay Area-wide excitement over the center, a transbay hub, more than a decade in the making spanning several city blocks, bringing together 11 different bus lines and eventually trains from around the Bay Area and organizing the city’s sprawling public transportation system.