SF transit agency hires Barbary Coast for project

SAN FRANCISCO: The San Francisco Municipal Transportation Agency has hired Barbary Coast Consulting to support its Transit Effectiveness Project.

Barbary Coast was brought on following an RFP process. The three-year contract is worth $1.5 million, according to documents obtained by PRWeek.

News of the agency hire comes a day after Bay Area Rapid Transit ended its strike that crippled the commutes of up to 400,000 people for four days. The Municipal Transportation Agency said it suffered financial hardship as a result of the work stoppage because it had to provide extra service to compensate for the loss of transit options.

The BART system transports commuters via subway and rail to destinations in San Francisco and outside the city, while the Municipal Transportation Agency oversees a network of subways and buses, streetcars, and cable cars.

The Transit Effectiveness Project is a far-reaching program under which the Municipal Transportation Agency is trying to improve the system's reliability and efficiency. It is making changes to existing streetscape design and transit services, such as on-street parking and bus-stop realignment.

Under its contract, Barbary Coast will help the transit agency develop a communications strategy to reach its 300,000 daily riders, as well as communities about work being done as part of the Effectiveness Project, according to the contract. The firm will also conduct up to two focus groups for seven to 10 participants that capture consumers' perception of proposed projects.

Additional work includes developing, designing, and executing a comprehensive and cohesive media and social media plan for channels including Facebook and Twitter, as well as English and non-English newspapers and local radio outlets, according to the contract. The firm will also provide support for community meetings and grassroots campaigns.

Representatives from Barbary declined to comment due to deadline constraints. The Municipal Transportation Agency did not return requests seeking comment.

Last summer, Burson-Marsteller, Hill+Knowlton Strategies, and the San Francisco Travel Association were hired to promote San Francisco International Airport internationally.