RFTA considering a name with a bite

Scott Condon
Aspen correspondent
Glenwood Springs, CO Colorado
March 15, 2008

Print Email

ASPEN — The Roaring Fork Transportation Authority has figured out a way to put some bite into its proposed fast, expanded service.

The agency is leaning toward adopting an intriguing logo that uses the name and image of a famous dinosaur for its bus-rapid transit system. Buses that would make fewer stops so they can whisk passengers to Aspen quicker would carry the “VelociRFTA” name, according to Sylvia Cranmer, RFTA communications and marketing director.

The logo name and image plays off the Velociraptor, a small, fast and vicious meat-eating dinosaur made famous by the “Jurassic Park” movies. The image fits with the proposed expanded service, Cranmer said, because RFTA wants to add buses that will reduce the number of stops between Glenwood Springs, Carbondale and Basalt to upvalley destinations of Aspen of Snowmass Village. The VelociRFTA buses would reduce travel times enough, in theory, to compete with private vehicles.

A marketing firm called Project West presented two “branding” ideas to RFTA’s board of directors Thursday in a retreat to plan for the future. The alternative name for bus logos was “Valley Flyer,” which featured an image that resembled the FTD florist wing.

That proposal “was more on the ho-hum side,” Cranmer said. RFTA board members appeared excited about the VelociRFTA proposal, she said. The board didn’t take formal action, but will discuss the branding more at its April 10 meeting.

Project West also plans to research it’s logo idea a bit more, getting feedback from focus groups. The marketing company won a competitive bid for the right to work on the project, Cranmer said.

The whole bus-rapid transit system is conceptual. Costs to implement the full system are estimated at between $180 and $190 million. RFTA will need voter permission to raise sales taxes to help fund the system. Its board is contemplating going to the
voters in November, but no decision has been made.

scondon@aspentimes.com