110067

RESOLUTION
of the DALLAS AREA RAPID TRANSIT BOARD (Executive Committee)

RESOLUTION

Amendment to DART Board Policy 111.06, Advertising and Concessions Policy

WHEREAS, on September 9, 1997, the Board adopted a comprehensive Advertising and Concessions Policy (Resolution No. 970175), which provided guidance pertaining to various types of advertising; and WHEREAS, on May 19, 1999, the Board codified its policies (Resolution No. 990088) and included the Advertising and Concessions Policy as Policy III.06; and WHEREAS, because of a desire to increase revenues from advertising by expanding advertising opportunities; and WHEREAS, advertising on other revenue fleet vehicles, including bus and light rail, will supplement the bus and facility panel revenue; and WHEREAS, including opportunities for the advertising of beer and wine will also bring additional revenue to DART. NOW, THEREFORE, BE IT RESOLVED by the Dallas Area Rapid Transit Board of Directors that DART Board Policy III.06, Advertising and Concessions Policy, is amended as shown in Exhibit 1 to this resolution.

Scott Carlson Secretary

ATTEST:

July 12, 2011 Date

Revisions to Advertising and Concessions Policy
7112/2011 3:33:53 PM

ADVERTISING AND CONCESSIONS POLICY

DATE ISSUED: Resolution No. Policy No. September 9, 1997 970175,030046 111.06 (Operations)

110067
EXHIBIT 1

Section 1: DART may sell and display commercial advertising on DART property including the exteriors of vehicles in the revenue and non-revenue vehicle fleets, and in fixtures/spaces specifically provided for that purpose, from which DART will receive all or a portion of the revenues. Advertising, including advertising on digital display systems, may be placed in the interiors of bus and rail cars, on the exterior of bus and rail cars, and in displays at rail stations, transit centers, and transfer centers. Staff will also actively encourage private concerns to place paid advertising in appropriate DART publications. Revenues received from these concession advertising contracts and agreements may be earmarked -- subject to annual budget review by the Board -- to offset the direct costs of DART promotional/advertising programs. The leasing of billboards along DART-owned right-of-way, and the revenues received there from, are not covered by this Policy. All advertising on DART property and vehicles will comply with applicable statutes, regulations, ordinances and community standards. The advertising of beer and wine is allowed only on revenue vehicles and subject to the requirements of this policy. Section 2: DART will promote its services in the most effective advertising media, including, but not limited to, newspapers, magazines, television, radio, internet, outdoor billboards, telephone directories, and other special business and civic publications. The primary purpose of this advertising will be to promote greater utilization of DART services and to convey positive messages about DART

products and activities. The cost of such advertising will be paid by DART from budgets established and approved by the Board for that purpose and procured as a standard commercial product. All advertising, paid or gratis, must appear in an approved advertising medium that targets a specific audience and delivers an appropriate DART message. DART reserves the right to decline to advertise in any medium or sponsor any event or activity unrelated to DART or to DARTs published Board goals, management objectives or strategic initiatives; or [to] advertise in religious publications. All advertising placed by DART will comply with applicable statutes and ordinances imposed by local jurisdictions. All advertising placed by DART will comply with applicable statutes, ordinances and community standards. The advertising of beer and wine will be allowed subject to the above. Section 3: DART will explore all available oppor tunities and enter into various retail concession agreements with private concerns that could result in the receipt of additional income to the Agency. The primary goal of such agreements is to generate revenues to help offset capital and operating expenses. Subject to annual budget review by the Board, all net revenues paid to DART through contracts and agreements pertaining to retail vending concessions at DART customer facilities (rail stations, transit centers and transfer centers) may be allocated to offset the direct costs of cleaning and maintaining those facilities.

Operations 111.06

110067

ADVERTISING AND CONCESSIONS POLICY

Revenues paid to DART through
contracts and agreements pertaining to
vending machines at DART operating
facilities (headquarters, operating
divisions and maintenance facilities) will
be allocated to help underwrite employee
events. Vending and concessions
contracts will be brought to the Board
according to standard procurement
procedures.
Section 4: DART may produce and merchandise DART specialty items to the general public as a means of enhancing the Agency's image and generating revenue. Section 5: The PresidenUExecutive Director or his designee is authorized to implement this policy and to issue more detailed procedures to facilitate implementation of the policy, as needed. Any deviations from these approved policies will be brought back to the Board for review and possible policy revision.

Operations 111.06