'Partial' bus wrap eyed

Some buses in the King County Metro fleet may be getting a makeover in the near future. Metro recently submitted a proposal to the King City Council to allow buses partially wrapped with advertisements. This is a reaction to the King City Council's directive that Metro stop selling full-wrap bus advertisement.

"The primary objections were to lack of visibility looking though the windows," said Sharron Shimbo, Metro's project manager. "Some customers also felt that it was dark. The executive asked us to look into other options to accommodate more light and visibility."

The proposal calls for a 15-inch band of unobstructed glass on the windows of all partial-wrap buses. According to Shimbo, this is the first time such a template has been considered in bus advertising. If the ordinance is passed, Metro will work with their advertising provider, Titan Outdoor, to sell partial-wrap advertisements to cover approximately 50 buses.

"We're trying to allow increased coverage so advertisers will pay a premium," said Shimbo. "While it may not be a large part of our operating budget, that revenue can still pay for important services for customers."

In 2007, Metro's net income for one full-wrap 60-foot carriage was $2,922 a month. Last year, the 25 full-wrap buses in Metro's fleet earned a combined revenue of $743,000, which is enough to pay for 30 lit bus shelters.

Although Metro does not have definite figures for the revenue to be gained from partial-wrap buses if the ordinance is passed, Shimbo predicts each partial-wrap bus might earn "one-half to three-quarters the price of a full-wrap."

Some bus riders have complained that the vinyl window covers on full-wrap buses prevent passengers from seeing local vistas and stop-identifying landmarks from within the carriage. Last year, Metro received 122 comments and complaints about full-wrap advertising.

Jim VanderMeer said he felt the partial-wrap proposal is not a sufficient solution to the difficulties associated with full-wrap advertisements.

"This is quite insulting and demeaning to people who ride the bus," said VanderMeer. "In addition to presenting aesthetic and other convenience issues. They're implying that you don't deserve a window to look out of."

The King County Transit Advisory Committee reviewed Metro's proposal and issued a letter of support, calling the plan "a risk-free source of revenue."

"Taxpayers want government to emulate business and find creative ways (including public-private partnerships, which are a focus of the Transit Now initiative) to fund programs," wrote Joan Sells, chairperson of the committee. "The bus-wrap program is administered and paid for by the vendor. Metro does not have to sell or design ads-or even apply them to the buses."

The King County Council will review the proposal and make a decision in the coming months.

Kat Lewin may be reached at katl@robinsonnews.com