Is the Fritos Rock Island Line coming? Metra looks at naming rights

Wanted: A corporation that likes trains and has a few million dollars to spare.

Metra directors agreed Friday to see if there’s a business out there willing to trade cash for naming rights to stations, train lines or products such as system maps, timetables and a school safety program.

The idea has been tested successfully with similar agencies, including the Greater Cleveland Regional Transit Authority, Metra attorney John Milano said. In Cleveland’s case, it netted about $11 million for renaming its bus rapid transit Silver Line the “HealthLine.”

Metra is in the midst of considering raising fares or cutting service to solve a budget crisis.

The current focus will be on naming rights for the LaSalle Street Station and the Rock Island Line, Milano said.

A recommendation that the board hire the Cleveland-based Superlative Group for $70,000 to market the agency was adopted. The contract could be extended to as much as $410,000 depending on how successful the initial pitch is.

“We’re dipping our toes in the water. We don’t want to spend a lot of money and have nothing to show for it,” Milano said.

Metra Director Jack Schaffer of Cary cautioned that the agency could not accept inappropriate sponsors. He cited the Green Bay Packers as one and added “we don’t want a station named after a certain gentleman’s club. We want the money, but let’s be careful.”

Milano said the intention was to attract “non-controversial sponsors.”

“We’re very hopeful even in this economy, there are a lot of large corporations in the Chicago area,” he said.

Director Paul Darley of Elmhurst questioned the proposed 15 percent commission saying it seemed high. Milano said the fee was an industry norm.