Most of us understand the value of having a "good name." This is particularly true when it comes to marketing a service or product to the public. A "good name" is also acquired and comes as a result of consistently putting out a good product or service. But the question remains if a "good name" requires a clever name?
Tending to be largely municipal or quasi-government agencies that run public transit systems, most fixed-route lines follow an acronymic nomenclature approach for self-identification. This accounts for the many RTA's (generally Regional Transit Authority), MTA’s and other similar names. Then, of course, if the acronym actually spelled out a word or name, it was generally regarded as a potential marketing bonus, such as Bay Area Regional Transit in San Francisco or the Sustainable Moscow Area Transit (SMART) Shuttle located in Idaho.
Granted, there are also its draw backs if the acronym implied something undesirable. That is why it never became, officially, the Fresno Area Regional Transit system ... Instead they decided upon naming the transit system after a piece of 1980’s state-of-the-art technology and called it the FAX.
Then there is my favorite, SLO Transit. In complete disclaimer, I work for SLO Transit. In fact, I have the pleasure of being SLO Transit Manager. About now, I may have perhaps elicited a chuckle or two, but please allow me to explain why anyone would gladly be a SLO's transit manager.
The first thing that you need to know is that SLO is short for San Luis Obispo; a gorgeous Spanish Mission founded-city located along California’s central coast. And, like many other cities along the central coast, life is almost entirely stereotypical of California. Everyone totally surfs (exaggeration, but perhaps pretty close), tv and movie stars do live amongst us, earthquakes do happen, we are mellow, laid back, yet environmentally friendly and progressive-minded individuals. In fact, Oprah once declared San Luis Obispo “America’s Happiest City” and the Huffington Post wrote a wonderful article about SLO.
So, if you haven’t guessed it yet, we take pride in living the SLO life. So much so, that a short stroll through town brings you in contact with SLO Auto Repair, SLO Dental and other SLO business. Here "SLO" is not a comment on speed but rather ethos. So when the city decided to shorten the name of the San Luis Obispo City Transit System, it was a given that it would simply become: SLO Transit.
So what type of reputation does SLO Transit have?
The most recent Short Range Transit Plan revealed some interesting insights. Through its third-party data analysis and public participation surveys it was discovered that SLO Transit enjoyed: 98 percent on-time performance while providing a whopping 1,150,000 rides to a town of 46,000 year-round residents. The transit system was rated by 94 percent, of the 1,500 surveyed public, as being "Good" or "Excellent" in overall quality of service. Similarly, a peer system analysis proved SLO Transit to be a leader in several key performance indicators when compared to similar size and type cities. Not surprising, considering that the SLO life also implies looking to enjoy the best by giving the best.
In its future also lie some exciting innovations for the SLO Transit system. These include a brand new and modernized fleet vehicle sporting BRT styling, simulated wood grain flooring, sunroof-like escape hatches, infotainment system, modernized LED lighting and flexible seating configuration, among other improvements. There will also be, of course, the improved service enhancements as recommended by the same Short Range Plan recommendations. In fact, SLO Transit system is also working on developing a brand new transit model, currently being developed in-house.
While eliciting some obvious reactions the first time you read the words "SLO Transit" on the blue and yellow buses as it goes by, with time, most, if not all, eventually buy-in to the SLO Life and become proud of a being identified as SLO Transit riders.
Gamaliel Anguiano is the transit manager for the city of San Luis Obispo.
