On Saturday, March 12, Valley Metro, in partnership with the cities of Mesa and Phoenix, were presented with the WTS Innovative Transportation Solutions Award for their business assistance programs during the construction of the Central Mesa and Northwest Phoenix extensions. The annual event, occurring at the Desert Botanical Garden, included more than 170 individuals from the local and regional transportation industry. The WTS Metro Phoenix Scholarship and Awards Ceremony is conducted annually to award scholarships to young women in the STEM fields and give special recognition to individuals and organizations making an impact in the transportation industry.
“Every business assistance program begins with a custom approach for outreach, marketing and promotional strategies that best fit the area where construction occurs,” said Howard Steere, community relations manager, Valley Metro. “For both light rail extensions, we partnered with the cities, communities, schools, churches and neighborhood groups to support them and help minimize disruption as much as possible.”
Accepting the award on behalf of their respective cities were Albert Santana, City of Phoenix assistant to the city manager and Jodi Sorrell, City of Mesa transit services director.
Three important strategies were used during the community relations program, which was developed in partnership with the cities of Phoenix and Mesa for the Central Mesa and Northwest Phoenix light rail extensions: business assistance, Community Advisory Board and construction safety. With each new capital construction project, the program is tailored for the specific community to increase effectiveness and innovation while reducing impacts to stakeholders.
Specifically, the METRO Max Rewards and SHOP ON marketing programs were created to draw customers into stakeholder businesses. Marketing and contests, using the latest in technology trends, were deployed seasonally and with special events to create opportunities for patron engagement.
The philosophy behind every Valley Metro business assistance program is to approach stakeholders very early in advance of construction, communicate throughout the project and customize a marketing approach that best fits the needs of the community.
Also receiving an award on Saturday was Phoenix Vice Mayor Kate Gallego as the WTS Metro Phoenix Woman of the Year for her leadership in the passage of Transportation 2050.
