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New TA Plan Makes Buying TransitTokens Easier And More AvailableBY ROB TAYLORMarketing is a new strategy for the NewYork City Transit Authority (TA), and in theyear since the agency opened its firstmarketing office, officials say the public isresponding very positively to some of its experimental token sales programs.With more than five million publictransportation riders each day, 3.5 millionride tiie subways and 1.7 million ride buses,the TA, says Brett Tyler, assistant vicepresident for marketing, is designed to improve customer service.Part of this responsibility is to provide information to the public about new servicesWhat we're trying to do is makea real effort to make tokensavailable. In the past if a businesswanted a token vending machinethe TA told them what companysold them.and transit improvements through the%u201cpaid media.%u201d But much of the effort ofTyler and his 12-person marketing staff hasbeen spent on improving the distribution oftokens.Since mid-July, the TA has been operatingan experimental program at nine locationsthroughout the city selling tokens throughvending machines. With machines stationedat the major railroad stations, the PortAuthority Bus Terminal, the Jacob JavitsConvention Center and at several WallStreet investment house employeecafeterias, Tyler says the %u201cperformancehas been just great. The public has responded well and the machines seem to be performing well mechanically.%u201dThe machines have dispensed about300,000 tokens during the trial period andalthough Tyler adds that %u201cthere is nological comparison%u201d between the sales andthe effect on ridership, he says that in thelong run one of the goals of the marketingoffice is to improve the use of publictransportation to %u201cnon-mandatory destinations%u201d other than work.The marketing office is also working tolaunch a new token sales program at localretail and business establishmentsthroughout the city. Details of the programhave not yet been determined and Tyler isreluctant to discuss the proposals, but hesays the final decision on the program willbe made shortly.%u201cIt%u2019s a management initiative,%u201d he says,%u201cbut it%u2019s not an unusual program. In othertransit authorities across the country, thefare medium has been pushed into thehands of retailers.%u201dThe TA already has a retail program inplace with several banks and largebusinesses in the city like Macy%u2019s Department Store and AT&T, but according to AnnCameron, marketing representative for theTA, they have not been promoted very well.%u201cWhat we%u2019re planning to do is make a realeffort to make tokens available,%u201d she explains. %u201cIn the past if a business wanted atoken vending machine, the TA told themwhat company sold them.%u201dThe marketing department is stillorganizing its operation and determiningwhat strategies it will use. The staff onlyrecently moved into an office on WilloughbySt. in Downtown Brooklyn and is still opening boxes with material from a previouslocation.The TA public affairs office says thatpublic transit ridership this past year hasremained consistent with the previous year.Tyler says this does not affect their operation, but Cameron adds, %u201cIn the long run,all this will certainly bring people back tothe subways.%u201dBrooklyn Radio Company Plans To RenovateIt%u2019s Old Building On Park Slope%u2019s Fifth AvenueThe Brooklyn Radio Company Inc. hasreceived an interest subsidy on their$125,000 Citibank loan from the BrooklynCommerical Loan Company, it was announced by Beth Goldberg, President of theBrooklyn Economic Development Corporation, which administers the program.%u201cThis is the largest loan we%u2019ve placedthrough the BCLP,%u201d says Boldberg. %u201cI%u2019mvery pleased that it will enable this 50-yearold company to renovate its store and maintain a competitive position in a verychallenging marketplace.%u201dBrooklyn Radio, a home appliance andelectronics store, was founded in 1935 byCharles Yacht and today is owned andoperated by his widow Lillian and his sonPhilip. The business has always been inPark Slope, but moved to its soon-to-berenovated-space at 15th Street and FifthAvenue 12 years ago.%u201cThe BCLP loan is very important to us,%u201dsays Philip Yacht. %u201cThe home electronicsand appliance industry is undergoing greatchange, and mass marketers knownpreviously to the suburbs are now makinginroads in the city. Competition has neverbeen greater, and we%u2019ve been doingbusiness out of an antiquated bam.%u201dThe loan proceeds will be used to completely renovate the interior of the twostory, 100-year-old building at 552 FifthAvenue. TTie Yachts, longtime supporters oftheir local neighborhood business community in the Southern Area of the Slope, alsoplan to complete facade repairs andaesthetic improvements.The Brooklyn Commercial Loan Programis an interest subsidy program for retailand commercial business owners indesignated areas of the borough. The onlysuch financing opportunity in the city, theprogram was developed by the BEDC tohelp Brooklyn commercial and retailbusinesses write down the interest costs onprojects that improve their interior or exterior space or upgrade equipment andother fixed assets. Interest subsidies areavailable for qualified borrowers for loansin amounts from $20,000 to $125,000. The interest subsidy provided by BCLP can makethe effective interest rate as low as 2/3 ofthe prime lending rate. For information,contact BEDC at 643-8880.Development Corporation Wins First PlaceFlatbush Development Corporation%u2019sCommercial Revitalization program received the 1986 Main Street Award at theFourth Annual %u201cMain Street, New York,%u201dconference September 10 in Albany. Thecommunity organization was recognized forits promotional activities on Newkirk Plaza,an above-ground pedestrian mall comprisedof 34 stores. A reception honoring the winners was held October 16 at IndependenceSavings Bank, which has a unit at thePlaza.The Newkirk Plaza promotional activitiesand projects exhibiting the winning stylewere: Carruiliiig uu I'lotuuSu, DiT.ir.gUnder the Stars; a merchants directory ;fact sheets attracting new businesses;clean-up days; sales days with entertainment; tiie establishment of a coalition ofneighborhood residents; merchants andgovernment agencies; and Paint Day on thePlaza.The revitalization for the shopping mallbegan 11 years ago as one of FDC%u2019s firstprojects. More than $200,000 has been spentin private and public funding on thebeautification plan. The CommercialRevitalization project is funded by the NewYork City Office of Business Developmentand the New York State Division of Housingand Community Renewal. Valerie OliverDurrah is Deputy Director and JonathanJustice and Saul Weinstein are projectassistants.The Main Street Awards are presented tothe communities in which economic andcommunity rtovplnnment activities havebeen catalysts in attracting investmentsand consumers back to %u201cMain Street.%u201d JudiOrlando, director of the CommercialRevitalization for FDC, accepted the awardfrom Gail S. Schaffer, Secretary of State.Here%u2019s what this N.Y. Islander, NHL All Star,and L.I. Businessman has to say!Efficient use of my time, energy and opportunities is vital to mysuccess in both ice hockey and business. My N.Y. Cellular cartelephone gives me a great extra edge to manage a tightschedule, and to oversee my skating academy and propertymanagement businesses.NYCELUs winning combination of proven quality,reliability and technical expertise made them my #1 choice formy N.Y. Cellular connection.See for yourself. . . call NYCELL now, and get a N.Y.Cellular update and demonstration. 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