LEGISLATIVE AND COMMUNICATIONS COMMITTEE MEETING

Transcription

1 LEGISLATIVE AND COMMUNICATIONS COMMITTEE MEETING M a r c h 9,

2 SOUTHERN CALIFORNIA REGIONAL RAIL AUTHORITY ROSTER LEGISLATIVE AND COMMUNICATIONS COMMITTEE COUNTY Orange: 1 vote Los Angeles: 1 vote MEMBER Paul Glaab (Chair) Mayor City of Laguna Niguel Don Knabe (Vice-Chair) Supervisor, 4 th District County of Los Angeles Jaime de la Vega General Manager Los Angeles Department of Transportation (LADOT) San Bernardino: 1 vote Patrick Morris Mayor City of San Bernardino Alan Wapner Council Member City of Ontario Riverside: 1 vote Daryl Busch Mayor City of Perris Greg Pettis Council Member Cathedral City Ventura: 1 vote Keith Millhouse Mayor Pro Tem City of Moorpark One Gateway Plaza, 12 th Floor, Los Angeles, CA 90012

3 SOUTHERN CALIFORNIA REGIONAL RAIL AUTHORITY LEGISLATIVE AND COMMUNICATIONS COMMITTEE FRIDAY, MARCH 9, 2011, 9:00 A.M. UNION STATION CONFERENCE ROOM LOS ANGELES COUNTY METROPOLITAN TRANSPORTATION AUTHORITY ONE GATEWAY PLAZA, 3 rd FLOOR LOS ANGELES, CALIFORNIA AGENDA DESCRIPTIONS The agenda descriptions are intended to give notice to members of the public of a brief general description of items of business to be transacted or discussed. The posting of the recommended actions does not indicate what action will be taken. The Committee may take any action that it deems to be appropriate on the agenda item and is not limited in any way by the notice of the recommended action. The Chair reserves the right to discuss the items listed on the agenda in any order. A person with a disability may contact the Committee Secretary's office at (213) or via brozowskik@scrra.net at least 72-hours before the scheduled meeting to request receipt of an agenda in an alternative format or to request disability-related accommodations, including auxiliary aids or services, in order to participate in the public meeting. Later requests will be accommodated to the extent feasible. SUPPORTING DOCUMENTATION The agenda, staff reports and supporting documentation are available from the Committee Secretary, located at One Gateway Plaza, Floor 12, Los Angeles, California and on the Metrolink website at under the Meetings and Agendas link. PUBLIC COMMENTS ON AGENDA ITEMS Members of the public wishing to address the Committee members regarding any item appearing on the agenda, may do so by completing a Speaker s Form and submitting it to the Committee Secretary. Speakers will be recognized by the Chair at the time the agenda item is to be considered. When addressing the Committee, please state your name for the record. Please address the Committee as a whole through the Chair. Please note comments to individual Committee members or staff are not permitted when addressing the Committee. A speaker s comments shall be limited to three (3) minutes. PUBLIC COMMENTS ON ITEMS NOT ON THE AGENDA Members of the public wishing to address the Committee members regarding any item not on the agenda, but within the subject matter jurisdiction of the Committee, will be taken under Item 7 (Public Comment), and will be subject to the same guidelines as noted above. One Gateway Plaza, Floor 12, Los Angeles, CA 90012

4 Legislative and Communications Committee Agenda Transmittal Date: March 3, 2011 Meeting Date: March 9, 2011 Page 2 1. Call to Order 2. Pledge of Allegiance REGULAR CALENDAR 3. Approval of Minutes February 10, 2012 Legislative and Communications Committee Meeting Staff recommends the Legislative and Communications Committee approve the Minutes of the February 10, 2012 meeting. Page 1 4. Revenue Advertising Policy In 2005, the Board of Directors adopted a Revenue Advertising Policy. Since the policy was adopted, SCRRA has not acted upon the policy due to lack of a response from advertising agencies. Now that SCRRA is ready to implement the policy, a restatement of that policy is being proposed, so that Metrolink is consistent with industry practice and legal requirements. The restated policy incorporates many of the standards and best practice criteria for acceptable advertising from transit agencies nationwide, and specifies restrictions on advertising content and editorial approval of all ads. Staff recommends the Legislative and Communications Committee recommend the Board restate the Revenue Advertising Policy. Approval of this policy has no impact on the budget. Page 7 5. Sales and Marketing Update Staff will provide a Sales and Marketing Update. There is no written document. The Committee may receive and file this report. 6. Chief Executive Officer s Report Agency Update 7. Public Comment 8. Committee Member Comments (i.e., Announcements, requests to Staff, direction for future agenda items) 9. Adjournment

5 SOUTHERN CALIFORNIA REGIONAL RAIL AUTHORITY LEGISLATIVE AND COMMUNICATIONS COMMITTEE MEETING MINUTES February 10, 2012 ITEM 3 COMMITTEE MEMBERS IN ATTENDANCE: ORANGE: (1 Vote) METRO: (1 Vote) PAUL GLAAB, Chair Jaime de la Vega SANBAG: PATRICK MORRIS (1 Vote) Alan Wapner RCTC: (1 Vote) DARYL BUSCH VENTURA: KEITH MILLHOUSE (1 Vote) STAFF: JOHN FENTON, Chief Executive Officer ROBERT TURNAUCKAS, Chief Administrative Officer PATRICIA BRUNO, Government and Regulatory Affairs Manager DON DEL RIO, General Counsel DONNIE RIDENS, Committee Secretary Meeting minutes are presented in a format that corresponds with the Legislative and Communications Committee Agenda, which is incorporated herein by reference. Southern California Regional Rail Authority (SCRRA) Legislative and communications Committee Agendas are available from the Metrolink website or by contacting the Board Secretary at Call to Order The SCRRA Legislative and Communications Committee Meeting was called to order by Committee Chair Paul Glaab on Friday, February 10, 2012, at 9:00 a.m. in the Los Angeles County Metropolitan Transportation Authority Union Station Conference Room, One Gateway Plaza, 3rd Floor, Los Angeles, California Pledge of Allegiance Director Wapner led the group in the Pledge of Allegiance. One Gateway Plaza, 12 th Floor, Los Angeles, CA

6 Legislative and Communications Committee Meeting Minutes February 10, 2012 Transmittal Date: March 2, 2012 Page 2 REGULAR CALENDAR 3. Approval of Minutes January 13, 2012 Legislative and Communications Committee Meeting ACTION: Upon a motion by Director Morris and seconded by Director Millhouse, the Minutes of the January 13, 2012 Committee meeting were approved unanimously. Chair Glaab announced that Items on the agenda would be discussed out of order. 5. Adoption of the Federal and State Legislative Program Mrs. Patricia Torres Bruno, Government and Regulatory Affairs Manager, gave a presentation and requested the Legislative and Communications Committee approve and recommend the Board adopt the 2012 Federal and State Legislative Program. The legislative program will be the blueprint for advocacy efforts in the 2012 legislative session. Director Morris stated that he had spent time in Washington D.C. speaking with lawmakers and staff of the Department of Transportation about the markup of HR 7 one ofthe most alarming aspects of the bill. Eliminating the Mass Transit Account of the Highway Trust Fund, he said, would be an unmitigated disaster for groups that believe in and advocate other transit alternatives. He urged Staff to remain vigilant and unwavering in their advocacy efforts and said he hoped the American Public Transportation Association (APTA) would join the effort to try to lobby against this legislation. Director Millhouse asked whether Mrs. Torres-Bruno felt the administration might support a bill of this nature and she responded that the administration has said they would veto the House bill. She also said that the future of this proposed legislation was uncertain; however Congress is under pressure to act because the extension for the bill would end on March 31, It would be difficult to push this through in such a short amount of time. Chair Glaab remarked that he had had the opportunity to be in Washington D.C. when the bill was introduced and that he felt, as Director Morris did, this would be settled in the Conference Committee between the Senate and the House. The Chair went on to say that it was gratifying to see the level of activity this item provoked and that the Metrolink team needed to keep the pressure on Washington to make sure their focus was aligned with the Agency s during election time. Mrs. Torres-Bruno stated that this year Staff was recommending that the Legislative Program be aligned with Metrolink s core values: safety, efficiency, growth, quality, and people. Mrs. Torres-Bruno wished to note that her presentation did include input from the legislative staff of all Member Agencies and the lobbying team in Sacramento and Washington DC A copy of this presentation is available upon request from the Board Secretary. 2

7 Legislative and Communications Committee Meeting Minutes February 10, 2012 Transmittal Date: March 2, 2012 Page 3 ACTION: Upon a motion by Director Morris and seconded by Director Millhouse, the Legislative and Communications Committee approved and recommend the Board adopt the 2012 Federal and State Legislative Program. There was no opposition and the motion passed unanimously. 6. Adopt Position on Legislative Bills Mrs. Patricia Torres Bruno, Government and Regulatory Affairs Manager, requested approval on two legislative bills: A) AB 1444 (Feuer) would provide expedited judicial review relating to the California Environmental Quality Act (CEQA) for public rail transit projects. Position: WORK WITH AUTHOR; and B) AB 1532 (Perez) would provide a distribution plan for revenues generated from Cap and Trade. Position: WORK WITH AUTHOR. With reference to AB 1444, Chair Glaab inquired whether there was an opportunity to provide a suggested language change and Mrs. Torres-Bruno clarified that Staff was in the process of gathering internally the full scope of what Metrolink s issues and needs are in order to propose recommendations. She also mentioned that Metrolink was invited by the author s office to participate in the development of the bill. Director de la Vega moved to bifurcate item 6A from 6B and amend the position to SUPPORT-WORK WITH AUTHOR. ACTION: Upon a motion by Director de la Vega and seconded by Director Morris, Item 6A was bifurcated from item 6B and the Legislative and Communications Committee recommend the Board take a Support-Work with Author position on AB 1444 (Feuer). There was no opposition and the motion passed unanimously. ACTION: Upon a motion by Director Morris and seconded by Director Millhouse, the Legislative and Communications Committee recommend the Board take a Work with Author position on AB 1532 (Perez). There was no opposition and the motion passed unanimously. 7. Communications Update Ms. Sherita Coffelt, Media and Public Relations Officer, and Mrs. Claudia Ziebell, Communications Manager, presented a comprehensive update on the activities of the Communications department. Director Morris indicated that he had been on the new website that morning and it appeared to be loading slower than normal. He inquired about the response staff had received to the change. Ms. Coffelt stated that the response had been primarily positive and noted that her colleague, Mr. Mark Waier, would be providing more specifics on the website in his Sales and Marketing Update. Director Morris inquired about the formula used to calculate the public s response to stories about Metrolink in the media. Ms. Coffelt replied that the calculation 3

8 Legislative and Communications Committee Meeting Minutes February 10, 2012 Transmittal Date: March 2, 2012 Page 4 was determined by a program that gauged sentiment based on keywords in the public s responses. Director Morris requested clarification on Mrs. Ziebell s use of the word fan in her discussion of social media sentiment and noted that sometimes these individuals were not fans, rather critics. Mrs. Ziebell explained that fan is a Facebook designation used for individuals following the activity of an organization on their website. Director Morris stated that last year Omnitrans had extended an opportunity to all local colleges and universities to enjoy a year of free ridership in the hopes that they would agree to a modest fare increase and that bus ridership had increased substantially as a result. He asked if Metrolink might consider implementing a similar plan. Mrs. Ziebell stated that Mr. Waier would be discussing Metrolink s plans for continued outreach to colleges and universities. Mr. John Fenton, Chief Executive Officer (CEO), asked the Committee to note that all aspects of call center response time were measured and that Metrolink staff reviews those metrics on a daily basis. Mr. Fenton underscored that every effort was made to keep the customer s wait-time in mind in the event of a service disruption however; the new and improved website was instrumental in keeping these wait-times down because it was updated in real time. Chair Glaab stated that not only were Metrolink s communications with their ridership and the Committee state-of-the-art, they were also outstanding considering communication of this caliber was not offered just a few years ago. He went on to say that he believed the public had changed their view of Metrolink and now thought of the Agency and its system as a viable partner for their travel needs. Chair Glaab discussed how well-attended the Lunar New Year event was and the number of people that had purchased Weekend Passes to be there. He thanked staff for including the Member Agencies in their communication efforts and encouraged them to keep up the good work. Director Morris requested clarification on whether the bi-weekly update to the Board would be mailed just to Board Members. He stated that he believed it would be beneficial to all transit agency policy makers to see that document and become conversant on the issues therein. Ms. Coffelt responded that all stakeholders, including Metrolink Board Members, would be included in the distribution as these updates contained information that would be beneficial for them to know. Mrs. Torres-Bruno added that staff had compiled a distribution list of all key personnel in the member agencies that would be included. Director Morris suggested Ms. Coffelt specifically look for the names of Board members and key policymakers at each of the Member Agencies to send these communications to and Ms. Coffelt confirmed that she would. Director Millhouse stated that the Agency s use of Twitter to communicate updates was very effective as was for key items. Director Millhouse commented that the mobile application for the new website was working well with the iphone, and noted that he had 4

9 Legislative and Communications Committee Meeting Minutes February 10, 2012 Transmittal Date: March 2, 2012 Page 5 experienced some issues reading train schedules using a netbook. Overall, he stated, staff was doing a good job of communication and outreach and he urged them to continue their efforts in this regard. In closing, Director Millhouse stated that the Board of Directors would benefit in knowing how the program that calculates sentiment worked. Ms. Coffelt reminded the Committee Members that on March 20, 2012 Metrolink would be holding a Safety Workshop designed for individuals in transportation and public safety leadership roles. She noted that the Honorable Robert Sumwalt, former Vice-Chair and current member of the National Transportation Safety Board (NTSB), will be in attendance as will the Honorable Mort Downey, former Deputy U.S. Secretary of Transportation. The distinguished speakers will lead discussions on the role of a Board of Directors and how they can positively influence safety culture. Ms. Coffelt stated that her office was working on a plan to get media coverage for this event and to increase attendance for this important series of seminars. Mr. Fenton expressed concern that staff had not received more reservations for this engagement. He stated that these sessions would be the first of their kind and that he would be grateful if the members of the Committee would assist in spreading the word. Chair Glaab suggested re-sending the invitation for this important initiative to all Board Members. A copy of the PowerPoint presentation is available upon request from the Board Secretary. ACTION: The Legislative and Communications Committee received and filed this report. 4. Sales and Marketing Update Mr. Mark Waier, Manager, Marketing and Sales, gave a brief summary and demonstration of the new website. He underscored that the entire website was designed with the goal of increasing ridership. In response to Director Morris earlier comment, Mr. Waier stated that he would look into the slow connectivity of the new website on netbooks. Director Morris suggested showing the bike trails near each station on the new website as a value-added feature for bikers. Mr. Waier thanked the Director for his suggestion and said he would explore getting bike trail maps from each of the Member Agencies for this purpose. Director Glaab thanked Mr. Waier for his presentation. ACTION: The Legislative and Communications Committee received and filed this report. 5

10 Legislative and Communications Committee Meeting Minutes February 10, 2012 Transmittal Date: March 2, 2012 Page 6 8. Chief Executive Officer s Report None. 9. Public Comment Chair Glaab inquired if any members of the public wished to address the Committee regarding items not listed on the agenda. There being no requests to speak, the Public Comment period was formally closed. 10. Chair s Comments None. 12. Committee Member Comments None. 13. Adjournment The committee meeting was adjourned at 10:08 a.m. Respectfully submitted, LAURA LAMARQUE Committee Secretary 6

11 SOUTHERN CALIFORNIA REGIONAL RAIL AUTHORITY TRANSMITTAL DATE: March 2, 2012 MEETING DATE: March 9, 2012 ITEM 4 TO: FROM: SUBJECT: Legislative and Communications Committee Mark Waier, Manager, Marketing and Sales Revenue Advertising Policy Issue In 2005, the Board of Directors adopted a Revenue Advertising Policy. Since the policy was adopted, SCRRA has not acted upon the policy due to lack of a response from advertising agencies. Now that SCRRA is ready to implement the policy, a restatement of that policy is being proposed, so that Metrolink is consistent with industry practice and legal requirements. Recommendation Staff recommends the Legislative and Communications Committee recommend the Board restate the Revenue Advertising Policy. Alternative The Committee may choose to: 1) Reject the proposed restated policy 2) Recommend changes to the restated policy. Background On October 14, 2005 the Board approved a Revenue Advertising Policy and a Request For Proposal (RFP) to sell advertising space on the exterior and interior of Metrolink trains. SCRRA did not have any bids on the RFP that was issued to advertising agencies to implement the policy. Since seven years have passed since this policy was adopted, Metrolink staff worked to refresh the policy integrating the new vision of the agency and case law changes. The restated policy incorporates many of the standards and best practice criteria for acceptable advertising from transit agencies nationwide, and specifies restrictions on advertising content and editorial approval of all ads. In accordance with transit industry practice, most agencies competitively procure their revenue-generating advertising service, which is the recommended approach for SCRRA. One Gateway Plaza, Floor 12, Los Angeles, CA

12 Revenue Advertising Policy Transmittal Date: March 2, 2012 Meeting Date: March 9, 2012 Page 2 The main purpose of the policy is to generate revenue for SCRRA through the sale of advertising space on its property. SCRRA also wants to ensure the safe use of its system, and to shield its passengers from exposure to controversial advertisements while using SCRRA's service. Under the terms of the proposed restated policy, SCRRA would accept commercial advertising only. Commercial advertising means advertising the sole purpose of which is to sell products, goods, or services. It does not include advertising that both offers to sell products, goods, or services and also conveys a political or religious message or expresses or advocates a position on an issue. SCRRA would also permit selfpromotion of SCRRA's service, to further its proprietary purpose. SCRRA property on which advertising is permitted is a non-public forum, which is not open to public discourse. Accordingly, to promote a uniform, viewpoint neutral policy, staff recommends that political and religious advertisements be prohibited. Staff is recommending the restatement of the advertising Revenue Advertising Policy. Budget Impact Approval of this policy has no impact on the budget. Prepared by: Robert Turnauckas, Chief Administrative Officer Mark Waier, Manager, Marketing and Sales 8

13 Southern California Regional Rail Authority Revenue Advertising Policy PURPOSE The purpose of this Revenue Advertising Policy ("Policy") is to clearly define the use of the Southern California Regional Rail Authority's ("SCRRA's") revenue-generating advertising and promotion space throughout SCRRA's rolling stock equipment, publications, website, and other SCRRA-owned facilities. APPLICATION This Policy and its procedures apply to all SCRRA employees, consultants, Board members and alternates. POLICY STATEMENT SCRRA has determined that allowing advertising to be placed on the interior and exterior of its rolling stock equipment and property is a responsible means of generating additional revenue, and promoting the Metrolink rail service. Such advertising must not compromise the safety of the public or of SCRRA employees. By allowing limited types of advertising as set forth in this Policy, SCRRA does not intend to create a public forum for public discourse or expressive activity, or to provide a forum for all types of advertisements. All advertising shall be subject to this uniform, viewpoint-neutral Policy. SCRRA recognizes that members of the public may associate advertising messages displayed on SCRRA property with SCRRA services. The acceptance of advertisements that are potentially offensive, controversial, disrespectful or harmful could discourage people from riding SCRRA's trains and could compromise the safety and comfort of SCRRA's passengers, employees, and contractors. Moreover, the acceptance of such advertisements could undermine SCRRA's goal of generating revenue by making it more difficult for SCRRA to attract and retain passengers. SCRRA also recognizes that, as a public agency, SCRRA must balance its interests with free speech rights under the First Amendment. SCRRA may enter into contracts with outside vendors to sell and display advertising on and inside trains, publications, website and other SCRRA facilities for the sole purpose of generating revenue. The issuance of such contracts must be in accordance with SCRRA's procurement policies. SCRRA may also enter into promotion and partnership agreements subject to the restrictions of this Policy. SCRRA reserves the right to reject any advertising based upon the guidelines for acceptable advertising content contained in this Policy. 1 9

14 1.0 PROCEDURES 1.1 Advertising Arrangements Revenue-Generating Advertising SCRRA contracts with outside vendors to sell and display advertising on and within trains for the sole purpose of generating revenue. SCRRA does not sell or post revenue-generating advertising directly. Vendors for such contracts are solicited through competitive proposals, which must conform to SCRRA's procurement procedures and be approved by SCRRA's Board of Directors. Vendors' contracts with SCRRA must specify that all advertising must comply with SCRRA's advertising policies as set forth herein. Revenue-generating materials are otherwise subject to all of the content restrictions in Section 1.2 of this Policy. Locations for revenue-generating advertising may include, but are not limited to: (1) exterior surface areas of rail cars; (2) interior advertising spaces on Metrolink trains; (3) other fixed outdoor displays on property owned or leased by SCRRA ; (4) electronic Changeable Message Signs (CMS) on SCRRA rail platforms; (5) banner advertisements on SCRRA's website; (6) designated space in SCRRA's printed brochures, timetables and other publications and printed materials; and, (7) any other location approved by the Chief Executive Officer or his/her designee Promotions and Partnerships SCRRA has several distribution channels ("Distribution Channels") at its disposal for disseminating transit information. These Distribution Channels may include, but are not limited to: (1) "take-one" boxes on board trains; (2) "take-one" racks at Metrolink Customer Centers; (3) back-lit and non-lit map cases inside SCRRA vehicles; (4) stations poster kiosks; (5) electronic Changeable Message Signs ("CMS") on rail platforms; and, (6) interior advertising spaces on Metrolink trains. SCRRA may use its Distribution Channels to provide "Added Value" materials to its passengers through promotions and partnerships with an outside organization. Such materials must present a specific offer provided to SCRRA's passengers (generally a money-saving discount). Any materials distributed for this purpose must prominently include the Metrolink logo and other wording approved by SCRRA to indicate that the offer is specifically designed for Metrolink passengers. "Added Value" materials are otherwise subject to all of the content restrictions set forth in Section 1.2 of this Policy. The outside organization must bear all costs of producing "Added Value" materials and must provide a benefit to SCRRA in exchange for the use of SCRRA's Distribution Channels. The benefit may be in the form of advertising space, editorial space or direct compensation for the promotion. Any "Added Value" program must be approved by the Chief Executive Officer, Chief Administrative Officer or his/her designee based upon the criteria in this Policy. 2 10

15 1.1.3 Cross-Promotional Advertising On an occasional basis and only when space is available, SCRRA may use its locations for revenue-generating advertisements set forth in Section to participate in crosspromotional opportunities that offer a direct reciprocal opportunity to promote use of SCRRA' service. Any materials distributed for this purpose must prominently include promotion of Metrolink service. The outside organization must, if approved by SCRRA's Marketing Department, provide an equivalent or greater value in cross-promotional benefits in the form of advertising space or editorial space. Any cross-promotional arrangement must be approved by the Chief Executive Officer or his/her designee based upon the criteria in this Policy. Cross-promotional materials are otherwise subject to all of the content restrictions set forth in Section 1.2 of this Policy. 1.2 CONTENT RESTRICTIONS Content restrictions for advertising on SCRRA property are as follows: Non-Commercial Advertising It is the policy of SCRRA to accept only (1) commercial advertising and (2) advertising that promotes SCRRA's transit service. Commercial advertising means advertising the sole purpose of which is to sell products, goods, or services. Commercial advertising does not include advertising that both offers to sell products, goods, or services and also conveys a political or religious message, expresses issue advocacy, and/or expresses or advocates positions related to any of the foregoing. Advertising that promotes SCRRA's transit service means advertising prepared by SCRRA or a member agency that advances SCRRA's public transportation and public transit purposes Subject Matter Restrictions Advertising may not be displayed if its content: Displays any alcohol or tobacco product. Promotes or depicts an illegal activity; Contains language which is obscene, vulgar, profane or scatological; Contains images, copy or concepts that are defamatory and/or actively denigrate or disparage any person, entity or group; Contains images, copy or concepts that actively denigrate public transportation or the services provided by Metrolink; Contains Political Advertising. For purposes of this Policy, "Political Advertising" is defined as advertisements that contain political speech referring to a particular ballot question, initiative, petition, referendum, candidate, political party or viewpoint or expresses or advocates opinions or positions upon any of the foregoing. This prohibition includes any advertisement referring to or depicting a candidate for public office in any context. 3 11

16 Contains Religious Advertising images, copy or concepts. For purposes of this Policy, "Religious Advertising" is defined as any direct or indirect reference to any religion, any deity or deities, or to any religious creed, denomination, belief, tenet, cause or issue relating to (including opposing or questioning) any religion. Contains Unauthorized Endorsement advertising. For purposes of this Policy, "Unauthorized Endorsement Advertising" is defined as advertising that implies or declares that SCRRA endorses a product, service, point-of-view, event or program. The prohibition against endorsements does not apply to advertising for a service, event or program for which SCRRA is an official sponsor, cosponsor or participant. Depicts nudity or sexual activity or advertises a sexually oriented business as that term is defined in California Government Code Section (b); Infringes copyrights, trade dress, service marks, titles or slogans; Contains false, misleading or deceptive copy, concepts or images; or Contains images, copy or concepts that advocate imminent lawlessness, violent action or firearms Threats to Security SCRRA reserves the right to reject any advertisement which, in the determination of the Los Angeles County Sheriff's Metrolink Bureau, the agency charged with providing law enforcement services to SCRRA, poses an identifiable threat to the security of SCRRA's passengers, employees, or members of the public. 1.3 Advertising Contracts Review by Contractor SCRRA shall incorporate this Policy into its advertising contracts. SCRRA's Contractor shall accept only advertisements that comply with the standards set forth in this Policy. If the Contractor is in doubt whether an advertisement complies with the standards set forth in this Policy, then the Contractor shall notify SCRRA's Chief Executive Officer, or designee, of the specific standard or standards of this Policy with which the Contractor believes the advertisement may not comply Review by Executive Officer, Customer Service and Marketing If the Contractor determines that an advertisement may not comply with the Policy, the Contractor shall send the advertisement and supporting information (the name of the advertiser, the size and number of the proposed advertisements, the dates and locations of proposed display, and notation of standards of concern) to the Chief Executive Officer, or designee, for review. The Chief Executive Officer shall review the advertisement and supporting information to determine whether or not the advertisement complies with this Policy. If the Chief Executive Officer determines that the advertisement does not comply with this Policy, he shall, in writing, specify the 4 12

17 standard or standards with which the advertisement does not comply, and shall so notify the Contractor. The Chief Executive Officer's decision shall be final Notification to Advertiser The Contractor will send prompt, written notification to the advertiser of the rejection of the advertisement and will include in that notification a copy of this Policy and written specification of which standard or standards the advertisement fails to comply with. 2.0 DEFINITION OF TERMS Not Applicable 3.0 RESPONSIBILITIES Board of Directors approves Revenue Advertising Policy and changes to the policy document at the recommendation of the Chief Executive Officer. Chief Executive Officer (or designee) reviews and approves the advertisements in accordance with the policy and procedure document, and recommends policies to the Board of Directors for approval. 4.0 REFERENCES Not Applicable 5.0 ATTACHMENTS Not Applicable 6.0 PROCEDURE HISTORY October 14, 2005 New Revenue Advertising Policy and Procedures document approved 5 13