Selling the name of a subway station has been a goal of the Metropolitan Transportation Authority for nearly five years. But interest has been low, even for a piece of real estate so recognizable to the public.
So it was with surprisingly little fanfare that the authority announced on Monday that it had finally found a buyer.
If a $4 million deal is approved on Wednesday, the nexus of subway stops at Atlantic Avenue, Pacific Street and Flatbush Avenue in Downtown Brooklyn will add an additional name to its already lengthy title: Barclays.
This may seem odd, since Barclays is a bank based in London with offices in Manhattan, and the only Barclay Street on the city map is not even in Brooklyn. (It's in Manhattan, in the financial district.)
There will, however, soon be a Barclays Center, the sports arena planned as the focal point of the Atlantic Yards project, and the developer, Forest City Ratner, has agreed to pay the transportation authority $200,000 a year for the next 20 years to rename one of the oldest and busiest stations in the borough.
This raises a few questions. An academic might talk of the intersection between public and private space. A straphanger may ask how all those names can fit into one announcement.
And if a company can pay to get its name on any station, a New Yorker might wonder what's next: Coca-Cola Presents 59th Street-Columbus Circle?
The answer is maybe.
. . . .
A few New York businesses contacted on Tuesday said they were not interested in a piece of the underground. Zabar's, the Upper West Side food emporium, said it was not interested in the 79th Street station. Macy's said a sponsorship deal at 34th Street was not in the cards.
And straphangers at the Atlantic Avenue station like Nick Desio, 53, a Citigroup employee who commutes from Long Island, said names were beside the point.
"They can call it anything they want, as long as my train's on time," he said.
next stop, barclays
Oh dear. It's finally happened. This was inevitable, but I still find it so sad.
Posted by laura k at 7/12/2009 05:00:00 AM
Labels: advertising, new york city
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