Transbay Joint Powers Authority
Community and Public Relations Services for Transit Center Grand Opening
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.
More than $100,000 in sponsorships was raised for the weekend fête.The block party drew more than 30,000 attendees including notable personages such as Senator Nancy Pelosi and SF Mayor London Breed.
In addition to paid media, the grand opening events caused an anticipatory splash and an exuberant post-event reflection in over 80 articles in a variety of local and national publications, including the San Francisco Chronicle, SFGate, Curbed SF, ABC7 News, NBC Bay Area, KPIX, San Francisco Business Times, The Mercury news, KQED, CBS, and the NY Times.