Manatee County Government Administrative Center First Floor, Commissioner Chambers 9:00 a.m. - January 29, 2013
REVISED January 29, 2013 Regular Meeting
Agenda Item #37

Manatee County Area Transit Branding


Contact and/or Presenter Information

William Steele, Transit Manager, William.steele@mymanatee.org, 941-747-8621 x7440;

Chad Butzow, Deputy Director Field Operations Services, chad.butzow@mymanatee.org, 941-708-7432

Dave Di Maggio, Aqua Marketing & Communications, Inc., daved@welcometoaqua.com, 727-687-4670

Action Requested

Approval of concept to move forward with branding of transit buses, shelters, and benches consistent with the new brand developed for Tourist Development.   This concept includes the purchase of county owned benches and the expiration of the existing contract with Metro Benches on April 30, 2013.

Enabling/Regulating Authority
Florida Statutes 125

Background Discussion

Manatee County Area Transit (MCAT) has tasked Aqua Marketing & Communication (AQUA) with designing a branding scheme to retro-fit existing buses and bus shelters, and to use as the standard for future transit infrastructure. The branding scheme will easily identify the MCAT system to all users of the county transit system. The colors and design developed  for MCAT were created by AQUA, which is the same consultant that developed the branding scheme recently approved by the Board of County Commissioners for the Tourist Development Council. This concept provides a contsistent design for facilities and services offered by the County.

MCAT buses and shelters will be repainted and/or wrapped with the new branding colors and design. New shelters will be ordered with the new design/colors to replace the existing blue shelters. The installations will begin with those along major corridors (i.e., Manatee Avenue, Cortez Road, US 41). Where existing shelters are in good condition and have remaining useful life, they will be removed from the site and painted to match the new design. 

A portion of the new shelters will be purchased from the remaining federal American Reinvestment and Recovery Act funds which will include the installation of concrete pads where necessary. Any additional shelters and remaining work are eligible for Federal Transit Administration (FTA) Grant funding that does not require a local cash match.  This process will likely take up to 18 months to fully complete due to the logistics of coordinating this effort.

The final portion of the branding plan is to allow the existing seating contract to expire April 30, 2013, and put in place a program to provide county owned seating.  The County owned benches will coincide with the color scheme, improve ADA compliance, and improve the look of the community by removing advertising from the benches. The benches will be purchased from federal American Reinvestment and Recovery Act funds which will include the installation of concrete pads.  

Once complete, the entire MCAT fleet and infrastructure will be consistent, up-to-date and have the County standard branding scheme.


County Attorney Review
Not Reviewed (No apparent legal issues)

Explanation of Other

Reviewing Attorney

Instructions to Board Records

Accept presentation and comments into Board records.  Please send copy of minutes to Chad Fosnight, chad.fosnight@mymanatee.org.


Cost and Funds Source Account Number and Name
436-9008930 ARRA Grant FL96-X002 and 436-9008936 FTA Grant FL90-X754

Amount and Frequency of Recurring Costs
No additional recurring costs at this time.

Attachment:  MCAT Branding 1-15-13 [1].pdf
Attachment:  MCAT Bench Design.pdf