Professional Documents
Culture Documents
Coordinated Street
Furniture Program
3 Legal Name 9
4 Minimum Qualifications 11
5 Vendor Questionnaire 13
6 Inclusion Plan 19
Proposal Response 23
I. Vendor Qualifications 23
1. Background and Experience 23
2. Team Organization 27
3. Key and Technical Personnel 29
4. Local Availability of Firm/Committed Personnel 54
5. References and Experience 55
II. Approach to Scope of Work 71
1. Geographic Limits of Coordinated Street Furniture Program 77
2. Description of Street Furniture 80
7 3. Implementation
4. Program Planning and Public Engagement Plan
106
113
5. Maintenance and Operations Plan 114
6. Public Art 122
7. Advertising, Sales and Marketing Plan 124
8. Additional Supplementary, Innovation and Technology Elements 139
III. Compensation Package 141
1. Revenue Share and Minimum Annual Guarantee 141
2. Cash Flow Analysis 143
3. Financial Statements 145
4. Dun & Bradstreet Report 196
Please note that Titan Outdoor LLC ("Titan") is now Intersection certifies and, as applicable, our Proposal
Intersection Media, LLC, effective September 15, 2015 as details evidence sufficient to meet and exceed each of
the result of a merger between Titan and Control Group. the Minimum Qualifications listed below to administer
the City of Seattle Coordinated Street Furniture Program.
The newly created company, named Intersection
Holdings, LLC, combines both companies’ expertise in As set forth in Section 7.I.5. References and
technology and innovation at the convergence of the Experience, Intersection has successfully performed
digital and physical worlds. Titan and Control Group several contracts with public agencies of similar size
remain as legal operating entities but have renamed to the City of Seattle, for a term that exceeds two (2)
themselves as Intersection Media, LLC and Intersection years and for services similar to those expected by
Design and Technology, Inc., respectively. This proposal the City for this contract.
is submitted by Intersection Media, LLC.
As set forth in Sections 7.I.1. Background and
Our Intersection Media team is dedicated to helping Experience, 7.I.3. Key and Technical Personnel, and
cities transform public assets into platforms for 7.I.5. References and Experience, Intersection has
innovation and revenue, while our Intersection been in business for more than five (5) consecutive
Technology team designs and builds automated, years, without interruption.
personalized and integrated products and experiences
across digital and physical environments.
– Logistics/Transportation
Project Understanding
It is our understanding that the City of Seattle seeks the Intersection is the largest OOH media provider in the
highest-quality Coordinated Street Furniture Program Seattle DMA, representing King County Metro, Pierce
to help further its vision to give your residents and Transit, Community Transit, Sound Transit and Kitsap
visitors the best transit and city-dwelling experience Transit. Intersection is uniquely positioned as a one-stop
possible. Intersection believes that our deep experience shop for advertisers and agencies looking to create an
in municipal advertising, our strong commitment to impact in Seattle.
Seattle, and our unparalleled approach to creating
value through technology makes us the ideal partner As innovators in municipal advertising, Intersection is
to manage the City of Seattle’s Coordinated Street uniquely positioned to deploy and incorporate cutting
Furniture Program. Our proposal will employ the latest edge technologies into our approach to enhance the
technologies, and reflect the region’s economy, business transit and city-dwelling experience. Intersection has
community, culture, and quality of life. continually been at the forefront of technology in the
municipal advertising industry, integrating mobile
Experience applications, geo-fencing, and distributed beacons to
Intersection is well-equipped to serve as the City’s Street create a better experience for users and more value for
Furniture contractor. We are excited at the prospect our advertisers.
of creating a showcase of what is now possible in a
municipal street furniture program. As detailed herein, As an organization, we are committed to using
our Media and Technology teams—at the convergence technology not for the sake of technology but to evolve
of the digital and physical worlds—have significant a traditionally static medium into a progressive, digital
experience in designing, fabricating, installing, and platform that allows three way communication between
maintaining street furniture in the United States. people, cities, and brands. Most importantly, we are
Our approach will enable us to create an innovative excited by the opportunities that the Program offers
benchmark program that will set you apart and further to connect not only with national brands, but also with
your vision to give Seattleites, visitors, and tourists a local community businesses. At Intersection, we believe
unique experience by combining customer experience, it is imperative that the concessionaire has a strong
technology innovation, and generation of revenue for local presence in the market and can communicate and
Seattle. work with the local business, leaders and advertisers to
reflect the uniqueness of Seattle.
Colin O’Donnell
Chief Innovation Officer
233 Broadway
New York, NY 10279
T 212 343-2525 x612
E colin.odonnell@intersection.com
Pamela Quadros
Vice President, General Manager, Seattle
719 2nd Avenue, Suite 425
Seattle, WA 98104
T 206 313-7920
E pamela.quadros@intersection.com
2. Team Organization
INTERSECTION
EXECUTIVE
CRAIG ABOLT SCOTT GOLDSMITH JEN HENSLEY COLIN O’DONNELL SCOTT ANDERSON CAMPBELL HYERS LINDA BECHUTSKY RICH HOFBAUER
Chief Financial Officer President, Media SVP, General Manager, Link Chief Innovation Officer President, Technology President, Technology Associate Chief Operations Officer
General Counsel
ADVERTISING SALES DIGITAL OPERATIONS CREATIVE LINKSEATTLE INNOVATION LINKSEATTLE DESIGN AND TECHNOLOGY SUBCONTRACTORS
AARON MCNALLY JAMIE LOWE MARGIT KITTRIDGE MIKO RAHMING DAVE ETHERINGTON TOBY BOUDREAUX MICHAEL O’NEIL PROJECT MANAGEMENT
SHELTER DESIGN FABRICATION
Head of Digital Advertising Chief Sales Officer, Media VP, Digital Director SVP, Innovation and Chief Strategy Officer Co-Chief Co-Chief AND INSTALLATION
Creative Services Technology Officer Technology Officer
JD ALLMAN MELANIE GOTLIN DIGITAL INSTALLATION & DAMIAN GUTIERREZ RACHEL BELL JEFF MAKI KDA CIVIQ SMARTSCAPES BLACK & VEATCH
VP, Business Development VP, Local Sales Director AD SCHEDULING TEAM Innovation Strategy Lead Product Development Lead Client Strategy Lead Industrial Designers Fabricators Project Management &
(14) Installation
UX DESIGN TEAM ENTERPRISE PRODUCT DEVELOPMENT JEREMY KRAMER GREG BALETSA BRIAN NIGG, P.E.
(8) ARCHITECTURE TEAM TEAM Owner & Chief Executive Officer Project Manager,
(10) (4) Creative Principal Engineering Manager
MARK GRAHAM ROMAN KOSINOV KIRTIS BRICE BEN HOYT INSTALLERS &
VP, National Operations VP, Digital Operations Operations Director Operations Manager COORDINATORS
Director Seattle Seattle Seattle
(11)
Legend
Leadership Advertising LinkSeattle Design and Technology LinkSeattle Innovation Subcontractors Maintenance and Operations
Leadership Team
One of the world’s leading urban visionaries and Mr. Allman has been a leader in the Out-Of-Home
a champion of leveraging technology and data advertising industry for the past 40 years. Through
for social change, Dan Doctoroff is Chairman of several key positions held at Foster and Kleiser
Intersection, responsible for overall leadership of (now Clear Channel Outdoor) and at TDI (now
the company. He also serves as CEO of Sidewalk Outfront Media) he earned a reputation as a savvy
Labs, the urban innovation company that oversaw executive, distinguishing himself in all aspects
Intersection’s acquisition. Devoted to improving city of the OOH industry. Mr. Allman demonstrated an
life for residents, Sidewalk Labs particularly focuses unprecedented track record in business development,
on developing and incubating civic technologies. contract bidding administration and management.
Mr. Allman was instrumental in formulating the
Dan was previously CEO of Bloomberg L.P., one of the strategy behind CityBridge, the team behind
leading finance news providers. During his seven year LinkNYC where he serves in a leadership role.
tenure, he led the company through the generation’s
worst financial crisis and nearly doubled the company’s In 2002, Mr. Allman joined Titan (now Intersection)
revenue. Having diversified new products and markets in as President and CEO. Now, as Vice-Chairman of
the company structure, Dan had dramatically increased Intersection, Mr. Allman will be a vital influence
the size and influence of its news organization. in continuing to lead the Company in future
endeavors. Under his leadership, Titan (now
Prior to Bloomberg, Dan led an economic resurgence for Intersection) experienced unprecedented growth,
New York City serving as Deputy Mayor for Economic maintaining a longstanding tradition of revenue
Development and Rebuilding. He spearheaded the effort generation for municipal authorities. Don was
to revive New York after 9/11 through a five-borough awarded the Ernst & Young Entrepreneur of the
economic development strategy which included the Year Award for the media category in the New
most ambitious land-use transformation in the city’s York Region for 2008. Mr. Allman’s undergraduate
modern history. His projects included the largest degree is from the College of Wooster (Ohio).
affordable housing program ever launched by an
American city, The High Line, and the creation of PlaNYC,
New York’s pathbreaking sustainability plan, which has
become a global model for integrated urban planning.
Leadership Team
Mr. Goldsmith is President of Intersection Media. As Mr. O’Donnell is responsible for corporate strategy,
one of Titan’s (now Intersection) founders, he has business development and thought leadership that
been instrumental in the Company’s impressive drives the company’s growth. He has led the company
growth, including serving as Intersection’s primary towards groundbreaking initiatives such as MTA
point of contact for the City of New York in connection On-the-Go, the award-winning information kiosks
with the new LinkNYC contract, with which he was for the New York City MTA; and LinkNYC, the most
intimately involved in developing the Proposal to bring advanced public Wi-Fi and advertising network in
high-speed Wi-Fi to the streets of New York City. the world. Recognized as one of AdAge Magazine’s
Creativity50 for being a top creative influencer,
Prior to becoming President of Intersection Media, Scott Colin works with forward-thinking clients to develop
was Chief Commercial Officer, responsible for driving business-focused strategies and products that take
new business across a variety of platforms; before that, advantage of the web’s evolution from browser, to
President of Transit and Executive Vice President and mobile, to the physical world. He has been featured
General Counsel, where he served as liaison between in major media outlets such as Fast Company, Wired,
the company and its Transit Authority partners. His and the New York Times for his transformative work
responsibilities included administering company with urban environments, retail, and mass transit.
agreements, bid documents, financing and legal issues,
employment, and corporate matters. He graduated
from Trinity College and received a J.D. from Fordham
University School of Law. He is a lifelong resident of New
York City where he lives with his wife and daughters.
Mr. Abolt has overall responsibility for all aspects of the As Chief Operations Officer of Intersection, Mr.
fiscal condition of Intersection, ranging from overseeing Hofbauer is responsible for ensuring we have the
day-to-day financial matters, to creating business best processes in place to execute the company’s
models, negotiating acquisitions and charting the vision. Previously, Rich served as a Partner of Control
Company’s financial strategies. He has been intimately Group (now Intersection) where he oversaw Service
involved with the administration of all of our contracts Delivery to ensure the team’s excellence for driving
since his arrival in 2007. Craig was responsible for the company’s growth. He brings twenty years of
developing the financial model for LinkNYC and works experience in developing and growing new business for
closely with the City of New York on implementation startups, public companies and global institutions.
of the LinkNYC Network. With more than 20 years
of financial management experience, Mr. Abolt is a Prior to joining Control Group (now Intersection),
successful and seasoned executive with experience Rich was a Director at Deutsche Bank, developing
across the media, consumer products, environmental residential finance products and expanding business
services, and real estate industries. His skills include in Latin America. As Chief Information Officer at
Mergers and Acquisitions, Capital Markets, Foreign Mortgage IT Holdings, a publicly traded REIT, he
Exchange Risk/Cash Management, Investor Relations, oversaw technology operations, software development,
Business Process Assessment and Improvement and system architecture and program management.
Corporate Governance (Sarbanes - Oxley). Craig holds Rich is also a LEED Accredited Professional.
a B.S. in Accounting from the University of Illinois.
Leadership Team
Mr. Anderson, President of Intersection Technology, leads Mr. Hyers, President of Intersection Technology,
strategic recruiting and business operations to support focuses on how strategic user experience design can
the innovation and consulting arm of the company. maximize the quality of life in shared spaces within
With a strong focus on community engagement, Scott retail, mass transit, cultural institutions and cities.
determines how the role of technology can improve With expertise on leveraging emerging trends in the
life in cities to support socioeconomic development. convergence of digital and physical worlds, Campbell
Prior to Intersection, he served as the Founding formerly served as Control Group’s (now Intersection)
Partner and Chief Strategy Officer for Control Group CEO and Founding Partner and led the company from
(now Intersection), where he brought a unique mix an IT services firm into a leading customer experience
of opportunities that served as a foundation for firm that uniquely acts as an innovation partner to its
Intersection’s business. Scott also holds numerous clients. Under his leadership, the company introduced
leadership positions in local organizations, including MTA On-the-Go to New York City, a revolutionary
Founding Partner of UA Maker Academy and Board wayfinding tool for America’s largest transit system.
Member of the New York Housing Authority (NYCHA). Campbell also serves as Vice President of the Board
of the Storefront for Art + Architecture, curators of
the 2014 Venice Biennale, and he is Board Advisor to
CASE, a Building Information Modeling consultancy.
Ms. Hensley manages Intersection’s relationships with Ms. Bechutsky is responsible for all legal functions,
municipal authorities across the country, drives new employment, real estate leases, new business
business development, and maximizes the impact of development, and corporate matters of the company.
existing properties. Ms. Hensley was recently promoted Before joining Titan (now Intersection) in 2012, Ms.
as the General Manager of Link, where she serves as the Bechutsky worked as an Associate at a number of
main point of contact for the City of New York as well large New York-based law firms including Arnold and
as contributes to franchise management, deployment, Porter and Thacher Proffitt and Wood, where she
marketing, and sales and sponsorship. Ms. Hensley specialized in public bank mergers and acquisitions,
joined Intersection from the Association for a Better securities, law, and reorganizations. Linda will
New York, where she was Executive Director of the work closely with the City of Seattle staff to ensure
city’s preeminent civic advocacy organization. Prior that the Coordinated Street Furniture Program is
to that, she served as Senior Advisor to the Chairman faithfully administered and with Intersection’s
and CEO of the Empire State Development Corporation Seattle staff on all sales and operational issues.
and as Assistant Vice President at the Alliance for
Downtown New York. She also held finance positions at Ms. Bechutsky received a B.A. from New York
Bank of America Merrill Lynch and JPMorgan Chase. University and a J.D. from Boston University School
of Law. In her free time, Linda enjoys gardening
Jen holds an undergraduate degree from Barnard and day-dreaming about owning a dog.
College, a Master of Business Administration, and
a Master of Public Administration from New York
University. She lives with her family in New York City.
Mr. Etherington oversees the creation and execution Damian Gutierrez leads innovation and strategy for
of Intersection’s branding efforts, corporate product development and partnerships engagements
communications, research information, and sales for Intersection. In his role, Damian helps clients
materials. Dave also oversees the implementation translate business goals and market opportunities into
of our growth strategy while staying true to our an actionable product vision. His recent work includes
core capabilities and our business philosophy. He is the award-winning New York City MTA On-The-Go
instrumental in devising innovative products on our program and product/program strategies for Amazon,
transit and municipal authority properties and creating Qualcomm and Oracle. Damian is also currently serving
marketing materials once those products go to market. as Councilman for the Town of Amenia. Prior to joining
Dave was intimately involved in the formulation of the Intersection, Damian held product and strategy roles at
LinkNYC proposal and will lead strategy as the program Havas and Razorfish; and he also founded and managed
is implemented. Mr. Etherington played an integral role two creative firms. He majored in Sociology at the
in successfully steering the Guardian and Observer’s University of Pennsylvania with a focus on quantitative
£85m format change and launching Guardian.co.uk, research methodologies and statistical analysis.
now one of the biggest and most respected websites in
the world. With his extensive experience, energy, and
enthusiasm, Dave will provide the leadership required
to market Seattle properties. Mr. Etherington holds a
BA Honours Degree from University of Wales, Bangor.
Advertising Team
Aaron McNally
Head of Digital Jamie Lowe
Advertising Chief Sales Officer
Aaron McNally, Head of Digital Advertising, has overall Mr. Lowe has over fifteen years of experience in
responsibility for Intersection’s digital advertising both the advertising sales and the OOH industry. He
product. In addition to running the digital advertising oversees both the management and sales of all of
team whose focus is to find ways to sell incremental Intersection’s properties. Jamie will work intimately
digital advertising budgets into OOH, he also oversees with Pamela Quadros, Vice President and General
Intersection’s Sell Side Platform. Aaron also heads up Manager of the Seattle office, on this Contract and
Ad Tech and Ad Operations. Before joining Intersection, will be responsible for the overall sales effort in
Aaron spent seven years at Google. His first role there connection with the Seattle Street Furniture properties.
was Manager of Google’s TV advertising network - Having begun his career as a media planner at Grey
the first programmatic product in that space. Aaron Advertising in 1997, he broke into Out-Of-Home in 1999
helped establish that product and ran the sales team as an account executive at Max Racks Postcards. In
which generated hundreds of millions of dollars in 2001, he left to become a national account executive
ad revenue. His most recent role there was as Market at TDI (now Outfront Media). Jamie joined Titan (now
Development Manager at DoubleClick where he helped Intersection) in 2004, as a Senior National Account
the largest publishers and brands in the world grow their Executive. He was promoted to Vice President, Sales,
business on the platform. Prior to this, Aaron had senior in January 2005; to Vice President, General Manager
management roles at DIRECTV, News Corp and Fox. Aaron in January 2006; to Senior Vice President, Sales in
has an M.B.A. from Berkeley Haas School of Business. January 2007; Executive Vice President, National Sales
Manager in 2010; and most recently to Executive
Vice President, Chief Sales Officer. All of the General
Managers in our markets report directly to Mr. Lowe.
Advertising Team
JD Allman
VP, Business Melanie Gotlin
Development VP, Local Sales Director
Mr. Allman is responsible for driving revenue into Ms. Gotlin oversees all local sales initiatives, building
existing Intersection markets, as well as cultivating and maintaining relationships with clients, and
new revenue and technology initiatives. With his providing creative media solutions. Ms. Gotlin’s
strong understanding of digital media, JD assists career began in broadcasting sales, where she
with the development and implementation of future oversaw all local sales. Her responsibilities include
projects and media and leads Intersection’s Beacon managing Intersection’s digital assets, maintaining
deployment. JD has extensive experience in local and strategic partnerships, planning on site-events,
national sales, as well as in the development and and supervising managers. With over 11 years of
deployment of new media formats and products. experience in business development and sales
management, Melanie has established herself as a
Prior to his current role, JD held and succeeded in diligent, knowledgeable, and high-energy industry
several roles at Titan (now Intersection). He served as expert with a proven track record of developing
Director of Business Development, Sales, Titan Air, a and sustaining new business, building long-term
position in which he was responsible for supervising relationships with clients, and maximizing profits.
and building the Titan Air sales team, working on critical
national accounts, and cultivating partner relations
with United Airlines, Westchester County Airport, John
Wayne Airport, and the Charlotte Douglas International
Airport. JD also served as Account Executive and
General Manager of Charlotte, where Titan (now
Intersection) took over a market that had not had
transit advertising in more than 10 years. A graduate
of Georgetown University, JD resides in New York City.
Miko Rahming
SVP, Innovation and Margit Kittridge
Creative Services VP, Digital Director
Mr. Rahming’s responsibilities touches on almost every Ms. Kittridge leads Intersection’s digital business
aspect of Intersection’s business. This includes creating development efforts and strategic growth of our
dynamic advertising concepts, developing strategic digital portfolio, and oversees Intersection’s Digital
uses for new technologies, overseeing Intersection’s Place-based advertising network and the digital ad
website, designing media deployments, and optimizing ops team. In addition to enhancing Intersection’s
internal sales and marketing processes. He also digital sales and marketing efforts, she establishes
works closely with Intersection’s Digital and Mobile trading platforms, network partnerships, and
divisions to push the boundaries of the information of advises on new software integrations.
traditional media and technology. Some of his notable
achievements include the design of the ad structures Prior to joining Titan (now Intersection), Margit was
for Yankee Stadium Station, the renovation of the Grand with the Wall Street Journal Office Network, where
Central Terminal Train Shed, and receiving the 2013 she provided strategic and tactical leadership for the
Silver OBIE Award for the design and implementation evolution of WSJON’s business into emerging digital
of the Peapod Virtual Grocery Store OOH/mobile planning and buying platforms. Previously, Ms. Kittridge
advertising campaign, the first of its kind in the held positions at Annalect, the data and technology unit
Country. Miko is also a member of the OAAA Creative of Omnicom Media Group, and Tribune Media Group.
Committee. Prior to joining Titan (now Intersection)
Miko was a freelance ad and software consultant. Ms. Kittridge is a graduate of BBS College of
and worked as a professional touring musician. International Management and Business Studies
(Budapest, Hungary). She currently lives in a western
suburb of Chicago with her husband and children.
Pamela Quadros
Vice President, Tammi Boggan
General Manager, Seattle Sales Manager
Pamela Quadros, has over 20 years of media experience. Tammi joined Titan (now Intersection) in October, 2014
She is currently responsible for the management, sales with over fifteen years in media sales experience. She
and operations of Intersection’s Pacific Northwest is currently in charge of the Seattle sales team. Tammi
business with King County Metro, Community Transit, started her career in 1999 as an Account Executive at
Pierce Transit, Sound Transit, and Kitsap Transit. Ms. YellowBook where she managed hundreds of accounts
Quadros began her career in 1994 as an Area Sales in northeast Iowa in four markets. She was able to
Representative for Pitney Bowes and has built up overachieve in all aspects of her position and was
her Out-of-Home sales and management expertise quickly promoted to District Sales Manager in the
in the Pacific Northwest and Canada at companies Denver market in 2000. Tammi was able to lead this
such as the Langley Times, Obie Media, where she market to success by overachieving her objectives and
was the recipient of several awards for distinction. receiving the President’s Club Achievement award.
Ms. Quadros joined Titan (now Intersection) as VP Tammi moved to Seattle in 2001 and hasn’t
and General Manager in November, 2004. During her looked back since. She is excited to be on board
tenure she has led her team to win contract after with Intersection and will bring over nine years of
contract and set company-wide sales records. We managing sales talent in Seattle and hundreds
have no doubt that, if Intersection is the successful of local contacts in King, Snohomish and Pierce
bidder, Ms. Quadros would play an instrumental role Counties. She is a member of several Chambers’ of
in growing this program. Her knowledge of the region, Commerce in both King and Snohomish Counties.
experience in municipal revenue generation and vast Tammi currently resides in Bothell, WA.
media relationships make her uniquely qualified
to lead the Seattle Street Furniture Program.
Justin has over thirteen years of media sales Kyle has more than twenty-five years of experience
experience. He currently works with some of Seattle’s in advertising and marketing. A trained graphic
most influential agencies. Mr. Burkholder started his designer at the University of North Texas, his natural
career with Dex Media in 2002, giving him knowledge abilities on the client side brought him from the creative
in both print and online marketing. Justin joined department to account service to a twelve-year career
our Seattle team in 2006. By creating strong local in sales. Prior to joining Intersection, Mr. Montes-
relationships amounting to strong sales numbers, Valdivia spent four years at yellowbook.com leading
Mr. Burkholder has been promoted twice within his his sales team for the Pacific Northwest. Prior to his
eight-year Intersection career and was earned the tenure at yellowbook.com, he spent thirteen years
2012 Regional Sales Person of the Year Award. in corporate marketing and sales with Verizon. Kyle
is also an Associate Board Member of Gilda’s Club
Seattle, Staff Volunteer at the Three Dollar Bill Cinema,
former Executive Committee member at the Leukemia
Lymphoma Society, and volunteers with Youth Care.
Ginger has over 13 years media sales experience and Joe Ament joined Titan (now Intersection) as a Sales
currently works with some of Seattle’s largest local Coordinator in April, 2014. As a Sales Coordinator, Joe
direct clients. She started her career at Angie’s List helped strategize sales pitches and execute campaigns
in 2001 gaining experience in both print and online for local Account Executives. He communicated
advertising. While at Angie’s List, she was a member heavily with local ad agencies, analyzing potential
of the President’s Club for seven consecutive years, campaigns and determining what was best for
representing the top advertising sales producers in the both the client and Intersection. Drawing on the
company. While at Intersection, she has built-incredible skills he developed as a Sales Coordinator, Joe was
relationships with local clients and agencies that have promoted to an Account Executive in August, 2015.
helped produce strong sales numbers. Ginger has also He uses his strong interpersonal communication
been successful in planning and implementing large and analytical skills to establish relationships with
digital out of home campaigns for national clients such new accounts and to grow existing business.
as Facebook and Nike. Ginger believes in giving back
to the community and attends the annual Youth Care With a Bachelor of Arts degree from Temple
Luncheon, participates in the Cystic Fibrosis Stair Climb University, Joe is passionate about local art. He
as well as the JDRF Beat the Bridge run each year. has traveled throughout Europe and North Africa,
and enjoys learning about different cultures.
Stephen Morrissey brings a host of experience from Ms. Worthen began her outdoor advertising career in
all over the world to Intersection. His extensive time 1999, with Obie Media, at their corporate headquarters,
abroad, knack for languages, and ability to adapt in Eugene, Oregon. During her five-year tenure at Obie,
helps Stephen relate to any client. Over the course of her passion for outdoor media grew, as she diversified
his professional life, he has had the opportunity to her talents in several departments such as accounting,
develop his interpersonal skills across many industries production, and leasing. In 2004, Gail relocated to join
including hospitality, business development, and sales our Seattle team. As Sales Administrator she serves
and management. Mr. Morrissey is a Friday Harbor, as liaison to the transit authorities in the Pacific
WA, native and enjoys the outdoors whenever he can. Northwest for contract compliance and accounting-
related communications. Her affinity for customer
service earned her the "Team Spirit" Award in 2006
and "Beyond the Call of Duty Award" in 2010.
Julian has over nine years of marketing experience Samantha has seventeen years of experience in
with Intersection (formerly Titan). He joined the advertising design. She graduated with honors from the
team immediately after relocating to Seattle from Art Institute of Seattle and began her career as a graphic
Boston. He is a passionate marketing professional who designer specializing in outdoor advertising design.
combines a broad range of skills in research, branding, Samantha honed her skills at TDI, Viacom Outdoor, CBS
graphic design, website development, technology Outdoor and continues her passion at Intersection.
and visual arts to support Intersection’s national As an in-house designer, she creates campaigns for
and local Account Executives. A tactical thinker, he small, local clients as well as large national accounts
is quick to roll up his sleeves to get things done. and is able to conceptualize original artwork, as
well as match brand standards for larger corporate
Prior to joining Intersection, Julian worked closely with accounts. As part of Intersection’s internship
a team of risk consultant specialists in Boston. This program, Samantha mentors visual communications
experience helped foster his brainstorming, content students in the principles of outdoor advertising.
development and execution skills. As a Seattle resident In addition to her interest in design, Samantha studies
and local musician, Julian is immersed in the City and fine art and is actively involved as a painting student
its culture. In his free time, he frequents Seattle’s music at Gage Academy of Art. She enjoys participating
venues, museums and locally-owned restaurants, in small group shows, visiting local galleries,
which strengthens his understanding of the Seattle and is a member of the Seattle Art Museum.
market. He is also a photographer and is deeply involved
in the visual side of Intersection’s business in Seattle.
As Chief Technology Officer, Mr. O’Neil has over twenty Mr. Boudreaux leads Intersection Technology’s Product
years of experience in the design and implementation Development and Research & Development teams and
of enterprise systems and integration and has led is responsible for delivering flexible, revenue-generating
dozens of large-scale product and system development platforms for some of the world’s biggest brands.
projects employing agile and lean methodologies. Toby provides guidance on customer experience and
His diverse portfolio of technical and leadership emerging technologies that helps clients integrate
experience provides clients with a dramatic boost advances in technology into their business. He has been
in their technology capabilities by introducing recognized as one of AdAge Magazine’s top creative
innovation in an operationally non-disruptive way. influencers for his transformative work with the New
Michael has leveraged his unique blend of skills York City MTA, OTG Management and Kate Spade. Prior
and expertise in a broad array of industries at to Control Group (now Intersection), Toby held product
companies including Deutsche Bank, Walker Digital, management and technology leadership roles at
MLB Advanced Media, MetLife and AXA/Equitable. Bloomberg, Barbarian Group and EVB. He also serves as
technical advisor to the Storefront for Art & Architecture.
Rachel Bell
Product Jeff Maki
Development Lead Client Strategy Lead
Ms. Bell leads Intersection’s Product Management Mr. Maki helps organizations working at urban scale
practice, where she is responsible for overseeing delivery deploy technology to improve customer experience
and operations of product development. Rachel brings and operational outcomes. He is especially interested
over 15 years of experience in digital production, leading in public-private partnerships, the role of the arts and
high-performing, cross-functional teams in multi- culture in placemaking, and new approaches to service
channel creative development and execution. She is delivery, particularly transportation and government.
focused on improving process, communication, and Past clients include New York City Transit (MTA), NASA’s
efficiencies in order to deliver smart lean products. Ames Research Center, The White House Office of
Rachel has led complex product development Science and Technology Policy, The Commonwealth
initiatives for luxury retail, workplace transformation, of Pennsylvania, The City of New York, and others.
entertainment, and interactive museums. Rachel Before joining Control Group (now Intersection), Jeff
received a Bachelor of Fine Arts from Temple University was a Director at the nonprofit, OpenPlans, where he
and is a Certified Scrum Master (CSM) and Certified led a team of designers and developers consulting on
Scrum Product Owner (CSPO). transformative technology for the public sector. Jeff
holds a Bachelor of Science in Information Systems,
with a minor in Art from Carnegie Mellon University,
and a Master of Information Systems Management
degree from the H.J. Heinz III College of Public Policy and
Management.
Mark Graham
VP, National Roman Kosinov
Operations Director VP, Digital Operations
Mr. Graham is based in our New York City office and Mr. Kosinov is a veteran in the digital signage industry,
leads our operations across the United States. He coming to Intersection from JCDecaux with ten years of
works with all of our Operations Managers to deliver experience in the design, installation, and management
a top quality product in the field. Prior to becoming of largescale digital signage products across major
the National Operations Director, Mark served as U.S airports and street furniture contracts. Mr. Kosinov
Vice President and New York Operations Director. was responsible for the installation of prominent and
With his extensive knowledge in all aspects of the impactful displays that set the standards for quality and
business and his genuine dedication to the Company, execution across the industry, and his collaboration with
Mark brings a unique set of skills and a can-do clients helped paved the way for the implementation
determination to our business at Intersection. He will of new and exciting dynamic digital campaigns and
work closely with our seasoned operations staff to impressive large-format outdoor displays. Taking over
ensure the smooth implementation and operation the existing digital network while handling multiple
of the Seattle Street Furniture Program. Mark joined installation projects currently underway across the
Titan (now Intersection) nearly eight years ago. country, Roman brings to Intersection great industry
expertise and vast digital experience that will be
instrumental to the Company’s digital advances.
Kirtis joined Titan (now Intersection) in 2015. Kirtis Mr. Hoyt has been with Titan (now Intersection) for eight
comes to Intersection with over fifteen years of years. A graduate of the University of Washington, Ben
management experience in operations and logistics. He began his career at Titan (now Intersection) in 2007 as
started his career with the United States Marine Corps, the Operations Coordinator. During that time his role
serving for four years on active duty and three years in allowed him to act as a liaison between King County
the reserves. After graduating from University of North Metro and the Company when installation of wrapped
Texas with a Bachelor’s of Business Administration in media or other special projects arose. In 2011, he was
Logistics, Kirtis was hired by Target Corporation as a promoted to the role of Assistant Operations Manager,
Logistics manager. He then joined Frito-Lay, Inc. and which has allowed him to broaden his scope in the
spent two years overseeing shift operations at the Operations Department, as well as strengthen his
Irving, Texas plant. Kirtis later relocated to Phoenix, relationships with King County Metro and our other area
Arizona, and took the Warehouse/Logistics Manager partners. This has proven to be one of the most vital
role at Corning Gilbert, an end-to-end fiber and wireless and rewarding aspects of his job, as open and frequent
solutions corporation, where he received his DMAIC communication with our transit partners has been a
Green Belt (Lean Six Sigma) quality control certification – cornerstone of Intersection‘s business plan. In 2014, Ben
one of several certifications he would earn in his career. was promoted to Operations Manager and continues
He hopes to bring his knowledge of fiber solutions to to be a valuable and contributing member of the
the City of Seattle. Kirtis relocated to Seattle in 2015 management team, helping lead our operations division
with his family and joined the Intersection team, where in Seattle that oversees five transit authorities, each
he oversees and manages the Northwest Operations with their own unique processes and products.
department.
Subconsultants
Mr. Kramer has been immersed in the dynamic field of With more than twenty-five years of experience, Ms.
Street Furniture, Wayfinding and Signage Programs, Young has been responsible for project managing
and Media Architecture for more than twenty-five years, brand and design process requirements and the
successfully completing hundreds of major projects seamless integration of effective, Street Furniture
across North America and abroad. Holding an OCAD Amenities, Media Architecture Programs and
degree from the Ontario College of Art and Design, Signage & Communication Strategies for national
Jeremy’s expertise includes the strategic management and international clients and cities world-wide. Ms.
and creative design of coordinated, complex, programs Young is a founding member of KDA’s communication
for both the public and private sectors. management and strategic planning committee. Janet’s
keen management skills also help to identify potentially
Mr. Kramer is an evolutionary and eclectic thinker who conflicting issues, negotiating productive agendas, and
has created intelligent and insightful wayfinding and managing project timelines to meet assigned budgets
streetscape programs for our modern urban culture. and goals.
Designed to complement a city’s distinct landscape
and enhance its unique character, Jeremy’s leading- Ms. Young has particular experience implementing
edge design solutions have been transforming and and managing brand consistency and design function
landmarking cities internationally. for signage, media architecture and street furniture
programs world-wide, with an emphasis on
Mr. Kramer has in-depth experience with multiple seamless integration.
City departments, divisions and stakeholder groups
and has actively coordinated with the individual
needs of districts in various cities. Jeremy also has
transportation related requirement experience working
on projects that are both urban and highway related.
Subconsultants
Mr. McCall holds a Design & Administration degree from Mr. Monaghan graduated from the Ontario College of Art
Napier University in Edinburgh, Scotland. With more and Design with an Industrial Design Diploma, and has
than 20 years of Street Furniture Design, Signage and been practicing for the past 14 years. Having previously
Wayfinding, and Project Management experience, Brian worked for several manufacturers, he brings detailed
has successfully managed and completed large-scale, precision and focus to all of his assigned projects
notable programs for many international cities through his hands-on experience facilitating both
and communities. operational and functional requirements.
Having held senior positions at both manufacturing David ensures quality control and consistency of
and design firms, Mr. McCall’s multi-disciplined skill- the program; investigates integrity of materials
sets provide expertise in all stages of a project’s and manufacture processes; and develops efficient
development, from concept to design, detail and strategies for cost- effective production, including
working drawings, to project management. Team driven recommendations for product modularity.
and focused, Brian brings to the team a thorough
understanding of street furniture requirements in the Since joining KDA, David has worked on designs for the
public realm. public realm including public kiosks and transit shelters,
as well as, waste receptacles, benches, and bike lockers.
Brian’s commitment to facilitating both operational and He has developed and coordinated hardware, fastenings,
functional requirements has resulted in practical street locking mechanisms and technical specifications as it
furniture programs and effective cost-saving tactics. relates to furnishings, products and amenities.
Civiq
Fabrication
Prior to Civiq, Greg served in an executive capacity at Brad Gleeson, Chief Commercial Officer of CIVIQ
a number of high technology businesses; as President Smartscapes LLC, leads the team responsible for all
of Azonix Corporation, a manufacturer of hazardous industry and customer-facing activities including global
area instrumentation, as Corporate Group VP General sales, marketing, business development, corporate
Manager at GSI Group, a manufacturer of precision strategy and the customer-driven product roadmap.
laser systems, and as an Operational Specialist at
Stata Venture Partners, a private equity fund investing Brad is a 20-year veteran of the commercial and
in early stage new business opportunities. Greg brings consumer technology industries, and a leading authority
considerable Strategic and Operational experience with and early pioneer in the digital display industry. After
a significant background in Toyota Lean Manufacturing. beginning his career in various product and global
Greg holds a patent for the world’s first, fully molded, business development roles for Eastman Kodak, Brad
thermal printer for use in medical emergencies and has led multiple Pacific Northwest companies to industry
published numerous papers in the field of Rehabilitation leadership and award-winning growth. While Brad led
Engineering. He has served on a number of technology Sales and Marketing at Seattle-based Boxlight Inc., a
start up board of directors; Horizon Technology, Atsana direct retailer of digital projection systems, the company
Semiconductor, and Voice Signal Technology. He holds achieved Inc. 500 "Hall of Fame" status as one of the
a BS in Control, Theory and Biomedical Engineering fastest growing private companies in the US for five
from Boston University, an MS in Engineering Design consecutive years.
from Tufts University, and an MBA in Finance and
Organizational Behavior from Northeastern University. Brad founded Activelight in 1998, which pioneered the
Digital Signage industry and magazine, the DIGI awards,
the first digital signage tradeshow, now DSE, and
industry association, now DSA. Activelight surpassed
the $100M revenue mark within 4 years and received two
more Inc. 500 awards. Mr. Gleeson sold both Boxlight and
Activelight in 2006.
Subconsultants
Civiq
Fabrication
Brian is a globally recognized executive in the Parag Shah is an industry recognized technology leader
technology, digital media, DOOH and cloud-based in the design and development of rugged computers
software industries and has a proven track record of and display solutions for urban city, industrial, oil &
success in Executive Management, Sales, Marketing gas and military markets. Over his twenty-five year
and Operations for technology businesses in the Digital career, Parag’s systems have been successfully deployed
Out-of-Home (DOOH), audiovisual and network operation in some of the harshest locations on earth including
center markets. desert, floating oil rig platforms, and combat vehicles
where operation at extreme temperature, sunlight,
As a founding member, he established BroadSign as hazardous gasses and moisture are major factors. He
the global leader of SaaS solutions to the DOOH/digital also holds two patents for intrinsically safe inventions
signage industry, serving as CEO from 2009 to 2014. that allow communications in hazardous environments.
Brian worked with Intellisys Group and Miami Computer
Supply Inc. (NASDAQ: MCSC) where he assisted in 20-30 Parag is Vice President of Engineering at Civiq
acquisitions over a two (2) year period. He served as Smartscapes and has held executive level technical
President and Chief Operating Officer at Hoffman Video leadership positions at Comark LLC, Azonix; division of
where he brought the company back from bankruptcy Crane, MTL, Cooper Crouse-Hinds and Eaton.
protection in a nine-month period. Brian co-founded Parag holds a BSEE from the University of Mumbai,
1-800-AV-NATION specializing in consulting and large an MSEE from Worcester Polytechnic Institute, and a
digital signage/digital out of home deployment projects certificate in Entrepreneurial Development from MIT
in North America utilizing a network of 500 locations Sloan School of Management.
Subconsultants
Noel Herrera is a Licensed Structural Engineer as well Brady has experience preparing revenue, budget, cost
as a Professional Engineer in several States across reports, project management, maintaining progress
the US. He has over 20 years of extensive professional schedules and tracking projects costs. Brady has
experience in civil and structural analysis and design of worked closely with clients to ensure deliverables are
superstructures and substructures ranging from light met and projects are progressing in a timely manner.
to heavy industrial structures/buildings which includes
telecommunication/transmission towers and utilities. Brady obtained a B.S. in Finance-Financial Planning from
He is also an expert user of engineering programs such the University of Idaho in 2008.
as RISA3D, STAADPRO, SAP, PLS-CADD, TNX tower, and
others. Noel completed his Masters Degree in Civil
Engineering at the University of Kansas in year 2010.
Professional References
James Dellipriscoli
1234 Market Street, 10th Floor
Southeastern Pennsylvania
Philadelphia, PA 19107
Transportation Authority
215 580-7927
Advertising jdellipriscoli@septa.org
Sharron Shinbo
King County Metro 201 South Jackson Street
Seattle, WA 98104-3856
Stanley Shor
DoITT City of New
2 Metrotech Center
York, Department of
Brooklyn, NY 11201
Information, Technology and
718 403-9024
Telecommunications
Technology, Design, & Innovation sshor@doitt.nyc.gov
Paul J. Fleuranges
NYC Transit
MTA On-The-Go
646 252-5873
paul.fleuranges@nyct.com
Denise Goren
Mayor’s Office of
City of Philadelphia Transportation
Bus Shelter
Bus Shelters Philadelphia, PA
215 686-2142
denise.goren@phila.gov
Krista Smokowski
One Penn Plaza East
New Jersey Transit Newark, NJ 07105
973 491-7335
ksmokowski@njtransit.com
Operations
Stina Fish
567 West Lake Street
Chicago Transit Authority Chicago, IL 60661-1498
312 681-2717
Scott Goldsmith, President of Intersection Media, talks about our 600 bus shelter rollout, expected to generate $100M under the
City of Philadelphia bus shelter program.
Online video:
https://player.vimeo.com/video/122984418?autoplay=1
• 911 calls
Pierce Transit
Tacoma, WA
Community Transit
Seattle DMA
Sound Transit
Seattle DMA
Kitsap Transit
Seattle DMA
NJ TRANSIT
New Jersey
Online video:
https://player.vimeo.com/video/65601097?autoplay=1
Online video
https://player.vimeo.com/video/90556579?autoplay=1
Online video:
https://player.vimeo.com/video/121494731?autoplay=1
The photos on the following page illustrate the first ever Link unit
being installed at 15th Street and Third Avenue in New York City.
The Number of Each Type of Panel Proposed Minimum of 490 digital panels on Links and bus shelters
(Static, Scrolling, Digital) Minimum of 90 static panels on bus shelters
The Number of Panels That Will Be Illuminated, All panels will be illuminated—digital panels will be LED
and By What Method screens and static panels will be backlit
LinkSeattle is future-proof.
The state-of-the-art platform will be an open programmable advertising
interface that is developer friendly providing voice, video, and text
communications. We believe that the publishing platform will engage the
Seattle developer community and accelerate the discovery of new ways to
use the technology and the interface. We envision that by keeping it open,
the use of the LinkSeattle platform will more quickly become widely used and
innovated upon, leading to even more OOH advertising that is responsive,
digital and creative.
We have made our overall design modular in both hardware and software,
and we adhere to common standards, so that we can upgrade hardware
as new advancements are made. Our network equipment has upgradable
fiber optics, and our wireless platform is completely modular. The software
approach allows for upgrades of components to accommodate new features
and functionality. We favor open source platforms to avoid vendor lock-in
and to leverage the vast development community.
Zayo Fiber
Integra Fiber
Ready and convenient citizen access to the new services We began our site selection process by mapping out the two
provided by LinkSeattle and the bus shelters is key to initial RFP constraints:
the success of the initiative. The distribution planning
for this new infrastructure should ensure efficient •• Phase 1 area and exclusion zones in Downtown Seattle
delivery of services to users, and comprehensive •• Locations of existing bus shelters to be replaced
coverage for the City of Seattle.
After researching and gathering data, we added the following
For each of the three key services provided by Link, we layers to our map:
considered various site characteristics to ensure the
most efficient delivery of services. Each characteristic •• Street/intersection traffic counts measured by SDOT
was scored per location, and tallied to achieve our goal •• High volume pedestrian corridors (ex. retail corridor
of extending service coverage to as much of the Phase including Westlake Mall)
1 area in Downtown Seattle as possible to create a •• Neighborhood median HHI for the Phase 1 area and
comprehensive score per location. The three key services surrounding neighborhoods
and their associated characteristics are: •• Existing bus stop zones with no shelters, and
streetcar stops
•• Wi-Fi service availability: location viability measured •• Existing/known dark and light fiber networks
by radial coverage area from Link site
•• Tablet Services (phone calls, City/Transit services, The following assumptions were then made:
wayfinding): location viability measured by
pedestrian traffic and circulation •• Each new bus shelter installation would include Link-like
•• Emergency Messaging: location viability measured by features and services, and therefore would require a
line of sight for pedestrians and motorists fiber connection
•• Each existing bus shelter location had power in
place already
•• Each new Link location would require both fiber and power
The goal of this planning exercise was to identify the Some consideration was given to the location of existing
most efficient distribution of 200 Links in the Phase 1 fiber networks, as there is a chance that we can save
area, taking into consideration the existing 88 shelter significant amount on the CapEx if a new fiber network
locations. doesn’t need to be rolled out and existing fiber can be
leveraged and leased or purchased. We would propose
Link locations were initially plotted at identified transit that further research be done to explore the feasibility
and pedestrian areas, including: of using the dark fiber network owned by the City of
Seattle for this initiative as much remains to be done
• All 9 South Lake Union Streetcar stops to fully determine the viability of such an approach. Our
• Existing bus stop zones that do not have shelters financial model (and the resulting scale of the deploy)
• High volume pedestrian areas assumes that a new network will be needed, however, if
CapEx savings can be found by using an existing fiber
Following those locations, we plotted Links along the network, we can potentially adjust the other variables in
highest traffic corridors as identified by the SDOT the model (number of units, revenue share, etc).
counts. We sought to find locations in the remainder
of the Phase 1 zone where a Wi-Fi coverage radius This site selection exercise was done primarily to inform
of 100 feet would be maximally effective. Finally, the our approach and modeling, and will certainly be refined
aggregate commercial viability, of the selected locations and enhanced by further research and discussions
contributes to the overall achievable scope (number with City stakeholders. We could place all 200 Links
of Links) and reach of the initiative. There are various in the Phase 1 zone but we can also identify opportune
factors that are considered when assessing commercial sites outside of the Phase 1 zone (ex. the new streetcar
viability including traffic counts, neighborhood median stations along the Broadway Streetcar line), should the
household income (HHI), and estimated viewer dwell initiative be expanded in the future.
times. In addition to considering revenue opportunities,
we also considered factors that might reduce/minimize
installation costs, namely the ability to possible leverage
infrastructure already in place (ex. existing power stubs
or fiber networks).
Advertising revenues are important, but this project By understanding the hyper-local environment, and the
is more than that. This undertaking sets the global macro-demand of the market, we can deliver the most
standard for connected cities and defines the way we valuable information to the greatest number of people
will interact for decades to come. That is why it is so with the least amount of effort.
important that this Program be entrusted to a team that
is committed to the future of the City; a visionary group Seattle residents and visitors will be presented with the
that will ensure that the platform is kept open, safe, information they want with as little friction as possible.
and accessible, that civic innovation is held higher than Whether it is wayfinding information, advertising, or
profits, and that this remains a platform for the people civic messaging, we will be able to infer what people are
— including those whose native language is not English interested in and provide a unique individual experience:
and those with disabilities. We can provide a common wayfinding that makes it easy to find their destination;
platform to integrate all public Wi-Fi in the City. ads that are in harmony with their interests; civic
messaging that is delivered at the right time, in the right
place, and to the right audience for the greatest effect.
Features
NFC
TOP SIDE
Features
The customer interface, based on Calls can be made either through Our design is durable and robust,
a tablet form factor, is angled back a communication application on yet elegant and timeless. The
at 15 degrees, a dimension that is the tablet itself, the ADA-compliant tall and slender proportions,
familiar and comfortable to all. It is 16-button keypad, or dedicated accentuated by the material
set back in the Link and enclosed 911 button. We have eliminated treatment, result in a clean and
by a surround that affords a high the unsanitary and failure-prone aesthetically pleasing structure.
level of privacy, but it can also handset, instead using a directional The interactive face of the Link
accommodate two viewers as one microphone that, due to direction, tapers its side, a gesture that
might expect when two people are volume, and the surround, permits invites users to step up to the
consulting a map. The touchscreen an acceptable amount of privacy. interactive panel. The touchscreen
is hardened to resist impact and A noise-cancelling microphone looks up, welcoming the user, while
scratching, and treated with anti- eliminates street noise, and we the small "privacy wings" give a
glare and anti-reflective coatings also allow a user to connect their sense of personal space. Integrated
to make the display easy to read headphones for additional privacy lighting above the interface panel
outdoors. An integrated overhead and fidelity. illuminates this area, giving a sense
light adds comfort at night. of comfort to the user when it is
dark.
1 Gbps
LinkSeattle is revenue-generating.
Although there are numerous landscape Interactive Our solution will earn more revenue for the City
Advertising Bureau (IAB) approved advertising formats, and be a more pleasant experience than typical ad-
by far the most prevalent formats within the IAB’s saturated free public Wi-Fi. Burying users in ads
guidelines are portrait, meaning we are best positioned within login pages and full screen ads every few pages
to receive as many different digital ad campaigns as creates a horrible Internet experience and devalues
possible. Crucially, the IAB’s Rising Star formats—its the advertising inventory, souring what should be a
newest and most popular approved ad formats—are great public amenity—our Wi-Fi netowrk will be ad
overwhelmingly all portrait. free. We also believe that creating the best possible
browsing experience will make this a premium platform,
As well as future-proofing the LinkSeattle network from increasing the value of the advertising assets. That is
an advertising perspective, portrait displays also make why we are developing novel ways of helping users get
the transition from the old to the new easy. Advertisers and stay connected all day.
are already used to supplying mainly portrait creative,
therefore utilizing the new Link displays should be a fluid
experience for them.
In traditional OOH advertising, extremely high-value Data and insights will help identify trends and risks
advertising real estate is only available to big brands that we can use to make the City healthier, safer, and
with larger budgets. With the responsive digital more productive. By incorporating this massive array of
advertising approach that LinkSeattle provides, inputs into a platform we can make an unprecedented
advertisers both big and small, national and local are amount of real-time information available to the public,
able access a variable quantity of targeted impressions commercial interests, and City agencies. By gathering
on premium OOH real estate, providing a more flexible, metrics and publishing this data along with anonymized
economic, and effective solution. This innovative system metrics, we can allow myriad groups to develop
approach to advertising is powered by a much deeper insights and actions on the City, turning what was
understanding of audience then was previously possible, previously a one-way flow of information into a multi-
which allows small businesses with limited budgets to way exchange.
use their advertising budget with far more quantifiable
success. When given access to data, researchers will identify
and promote solutions to trends; examples range from
The effectiveness of responsive digital is enabled by correlations between income and pollution, noise
a combination of cutting edge technology, including and construction, unsafe conditions, and emergency
mobile integration through Bluetooth beacons, gigabit response. This is an opportunity for Seattle’s top
Wi-Fi and other technology that provides contextual institutions like University of Washington, Seattle
awareness (geo-fencing, temperature sensors, etc). Pacific University, and Seattle University to use the City
With this forward-thinking approach, the advertising as a laboratory, gaining an advantage with a real world
creative is able to immediately change with an "Responsive City" at their disposal.
intelligent understanding of audiences in the general
area. This new level of insight gives advertisers far more Collaborating on the Responsive City
confidence to use the LinkSeattle platform as it reduces
wastage and increases value of the cost per thousand Most importantly, we know that we will not think of all
impressions (CPM). the cases of how LinkSeattle could be used to make our
City better. We believe, however, that by keeping it open
An Open Interface to Drive Innovation to the researchers, the City, and commercial interests,
we will engage the talents and creativity of the whole
Part of the LinkSeattle platform will be an open City to keep the platform vibrant and get the maximum
programmable advertising interface that is developer long-term value out of the system. To this goal, we are
friendly. We believe that the open source publishing committed to partnering with Seattle’s top technology
platform will engange the Seattle developer community institutions, establishing valuable internship and co-op
and accelerate the discovery of new ways to use the programs, and hosting competitions, hack-a-thons, and
technology and the interface. We envision that by developer days to engage the different interest groups
keeping it open, the use of the LinkSeattle platform will and promote the development and success of the
more quickly become widely used and innovated upon, platform.
leading to even more OOH advertising that is responsive,
digital and creative.
We see a huge potential in the LinkSeattle approach Anonymous user data should be accepted, not mined,
to revolutionize the way OOH and digital advertising and public data should be open and made available to
is designed, bought, and experienced. Through our the public. We believe in strength in diversity. We know
experience with beacon, mobile and OOH technology, we that the best innovations come from collaborations
will be able to create a network, an advertising platform across disciplines and the contributions of many. This
and a digital interface that enables companies to create is the ethos of open-source and is the foundation of the
brand experiences that are responsive to the world and Internet. This is why we are proposing to build a platform
people around them. to make the public data we have access to available to
the public as well.
By giving users the option to opt-in to a personalized
experience, we can remember ad choices and make We believe that through participation, the value of
users experiences more contextually relevant. We can the program will go up in the eyes of the public, the
also monetize existing ad units on the Internet and advertising revenue will increase, and new commercial
synchronize the digital advertising on a Link with the and civic opportunities will arise, creating new revenue
location, and synchronize advertising on mobile devices streams and public services that have yet to be
with the Link’s call to action. conceived. It is this spirit of openness and participation
that has made the Internet so successful, and it is why
Proximity & Audience Relevance we are proposing this approach for LinkSeattle.
The LinkSeattle platform will allow us to deliver relevant If successful in your process, we will work with the City
advertising in a more targeted way, based on the to develop a robust privacy policy, as we did with the City
anonymized audience behaviors we sense in proximity of New York.
to the Link structures. We will be able to achieve this
through dynamically changing creative via a custom
CMS that we will build.
LinkSeattle is earth-friendly.
For the design of the Link itself, we prioritized energy We are focused on designing the Link to be as durable,
efficiency as one of our main design drivers. At every high quality, and long lasting as possible. At the same
turn, we have optimized power efficiency for a triple time, we are also creating the product with the life span
win-to reduce the carbon footprint of the Link, to lower of the equipment in mind. Furthermore, we would look to
the operating costs, and to reduce the heat generated by partner with a local company that provides solutions for
the units. Our design incorporates the following energy- retired computer equipment.
saving strategies:
LinkSeattle is context-sensitive.
Configuration
Bluetooth Beacon Small Cell Array (4 small cells) Gigabit free public
Wi-Fi Access Point
Removable, filtered
Fan Plex Air Intake panel
Customer Interface
Sensor Board
Textured Aluminum
Power Distribution Unit Removable Access Panel
Network Switch
We start with key static metadata about each Link We chose Android as a platform for the public interface
location: coordinates, census data, and published local as it is the most widely adopted touchscreen operating
information, but we build on this data set with user system. Its open source licensing and broad developer
contributed and sensor driven information to better base will ensure continued support and advancement
understand each Link’s micro-location. over the next decade. As it is the most common mobile
platform, many City and Seattle focused applications
A small sensor array gathers information about the can be published to the platform with little or no
temperature, humidity, and other key environmental changes to the applications.
factors. And we will accept anonymous information
about the audience in anyway they choose to share We have a base set of applications that allow for core
it, from social media to opt-in location and interest functionality, but will also publish third party apps that
sharing. provide a public service or commercial opportunity.
Connecting
At its core, Link is a communication device, easily allowing for voice, video,
and text messages. A cloud and application-based communications platform
will give the flexibility to upgrade with the times and not be tied to a singular
enterprise platform. One of the great benefits of incorporating a robust tablet
interface into the design of the Link is the plethora of additional functionality
and flexiblity it adds.
FREE GIGABIT WI-FI: The fastest public Wi-Fi available provides seamless
experiences above and below ground across Links.
PHONE & VIDEO CALLING: The slightly angled and recessed touchpoint allows
for privacy and comfortable operation during free phone and video calls.
MICROPHONE & SPEAKERS: The Link uses a directional microphone that, due
WAYFINDING
to its direction, volume and the form factor permitFOR NON-ENGLISH-SPEAKING
privacy. A noise canceling TOURISTS
microphone eliminates ambient street noise.
FAST PHONE CHARGING: The Link features two marine grade USB ports
featuring Quick Charge 2.0. While these USB ports are compatible with all
mobile devices, unlike traditional USB charging, they also support the next
generation of phones with 20X the charging speed. Users on next generation
devices can get a 10% charge in under 3 minutes.
Wayfinding
POINTS OF INTEREST: The Link tablet interface could provide those exploring
the City with an easy way not only to get directions but to explore the
neighborhood around them, with information on nearby points of interest and
services.
911 ACCESS: While most Seattle residents are well aware of how to access
City and emergency services when needed, getting this information can be a
challenge. We have included a dedicated 911 interface especially for those at risk
including homeless and mentally challenged individuals.
Public Policy
CITY SERVICES: Seattleites can use the Link to access services, whether it is
information on social services, local jobs, or pay a parking ticket.
ACCESSIBILITY: The form and height of the Link have been designed to be
easily accesible to all Seattleites. The top of the customer interface screen
is placed at 48" to accommodate wheelchair users. A tactile number keypad,
emergency button, and high-contrast large type labels help the visually
impaired. Braille and audio instruction are also available.
A RESPONSIVE CITY: A small sensor array can gather information about the
temperature, humidity, and other key environmental factors to create an
open data set about the City for researchers, urban planners, and students.
We have seen that, with an open data platform, the public can gain insights
about the city that were never before possible. For example, using public
health data and comparing it to sensor data to understand how asthma rates
correlate to block-by-block particulate levels. Using a polling app, seeing
what top issues are throughout the City, or how construction permits and
real-time street-level construction noise compares. With an open Application
Programming Interface (API) and the ability to push content and applications
to the advertising displays and the tablet touchpoint, we can allow the public
to program the City.
Transmedia Storytelling
From the crowded ports of the 18th Century to the that is adaptable to local conditions. The two design
historic homes of the Harvard-Belmont District options that follow explore themes of durability,
to the fast paced spaces of modern life, the shelter, place-making, craftsmanship, local history,
streetscapes of Seattle have embodied the needs openness, customization and adaptability.
and aspirations of their moment in time. Given this
long history, the Bus Shelter is a relatively recent The quality of a city’s street furniture speaks to
typology that has increasingly become a part of creating livable, welcoming and vibrant streetscapes—
contemporary urban public space. In addition to successful street furniture should function as a
providing a durable shelter for waiting passengers, recognizable element of a city’s identity. In this regard,
the modern bus shelter is a source of information, Kramer Design Associates’ (KDA) design approach
a marker of transit corridors, a celebration of public to bus shelter design is grounded in an appreciation
transportation, a place to see and be seen, and a of the urban streetscape. KDA’s bus shelter design
venue for possibilities that have yet to be imagined. is successful in its ability to integrate with various
streetscape conditions and adapt in a manner that
Seattle is a city of great variety, largely defined by its is flexible and modular. We understand that a one
residential character and the intense pride Seattleites size fits all solution is not realistic, while at the same
hold about the distinct residential areas. The network time a strong thread of consistency is essential. KDA’s
of buses, light rail lines, trains, and trolleys connects design is based on creating safe, light, transparent
the diverse populations of neighborhoods and the structures that provide weather protection, while
varied streetscapes reflect the past and future of maintaining a minimal footprint that integrates with
the communities. The Coordinated Street Furniture narrow sidewalk conditions and often steep inclines.
Program can address the unique qualities and
needs of Seattle through a unified design concept
Option 1
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Standard Transit Shelter Rendering View 9
As with KDA’s award-winning programs for other major While we understand the guidelines state the two
cities, KDA have taken a ‘kit-of-parts’ approach that panels must be at the flagship end, Option Two shows
enable parts to be replaced in the field to maintain the two advertising panels on the back wall of the shelter
quality and freshness of the furniture over time. Each to accommodate a design where the side walls are
Bus Shelter is composed of a distinct number of rugged shorter in order to fit on narrow sidewalks. Because
components that have easy replacement in the case KDA’s shelter design is modular, we can configure these
of damage, built-in leveling devices and dimensional two designs to fit in various locations while including
tolerance for on-site adjustment to irregular street two advertising panels and our LinkSeattle platform.
conditions, and various points of attachment for
specialty lighting and Link deployment. The individual A first-class digital technology LinkSeattle platform,
yet coordinated appearance of each component adds as described in the preceding pages, has been
visual interest to the shelters and references a long integrated within the shelter, providing a platform
tradition of small urban park pavilions intended for the for communication, wayfinding, innovation and
people’s enjoyment. While our submission illustrates civic engagement, free high-speed Wi-Fi, art
two examples of the proposed Seattle Bus Shelter, the installation, transit maps and advertising.
system can be adapted effectively to address unlimited
configuration options for high frequency transit stops Additionally, KDA’s designs integrate i) energy efficient
and both front and rear access configurations. LED lighting into the roof structure, offering a safe and
effective level of illumination, ii) the use of both recycled
We have proposed two bus shelter options. Option and recyclable materials, as well as highly durable
One contains a seating area, a location for static materials made to improve its lifecycle iii) mindfulness
maps and information on the back glass wall, and, of ADA-compliance and accessibility in regard to heights,
as integrated into the LinkSeattle platform, two projections, finishes and ergonomics, and iv) overhead
advertising panels on the flagship end of the shelter. coverage for new transit shelters that is at least as large
as the overhead coverage on the existing shelters.
Option 2
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100 INTERSECTION MEDIA, LLC
7. PROP OSAL RESP ONSE APPROACH TO SCOPE OF WORK | STREET FURNITURE
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7. PROP OSAL RESP ONSE APPROACH TO SCOPE OF WORK | STREET FURNITURE
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7. PROP OSAL RESP ONSE APPROACH TO SCOPE OF WORK | STREET FURNITURE
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3. Implementation
Intersection is experienced in and dedicated to At the same time, for the Link kiosks, we would begin
delivering projects of this scale and scope on time and configuration of the software to support the digital
on budget. We have a long history of successful project advertising deployment as well as the maintenance and
implementations, and we look forward to bringing our monitoring system for both Intersection and City use.
project management experience to the City of Seattle. We would continue fiber deployment to power the Link
Upon being awarded the contract, we would immediately kiosks and perform extensive test on the manufactured
begin our public outreach process, meeting with units to ensure deployment readiness. We would also
stakeholders to understand their needs, as explained staff and train our support center to handle all customer
in greater detail in section 7.4. – Program Planning and support issues logged through website, phone hotline,
Public Engagement. We would also immediately begin or other means.
gathering requirements for LinkSeattle deployment.
In advance of the first Link or Shelter in the street, we
Our planning and design process for the new furniture would begin advertising pre-sales and marketing to
will also continue upon award of the contract, and we promote the new opportunity. We would engage our local
would use the first month of the project to get the teams Seattle office as well as our national sales team, client
focused and moving forward on implementation. We direct sales team, sponsorship lead, and digital ad sales
would also immediately begin our fiber deployment group. We would bring a robust focus to this effort to
survey and scoping, evaluating the existing in-ground generate excitement and interest among brands and
infrastructure and siting kiosk locations and access buyers alike.
points.
By month eight of our contract, we would expect to Ongoing support and maintenance would be provided
announce the first Link kiosks, which we would use as through the life of the contract, shifting from
a "beta" deployment to continue testing the network maintaining the existing shelters to the new ones as
in real-world conditions for approximately four weeks. deployment continues. Likewise, ad sales is a constant
At that time, we would ramp up broader deployment effort throughout the life of the contract, and we expect
and rebrand the service to indicate the testing phase to leverage our significant experience in digital sales
is complete. As we roll out the Link portion of our and packaging with other local transit authorities to
program, we would begin shelter manufacturing with maximize value and drive revenue for this franchise.
the expectation they would be installed beginning in
month eight (8) of our contract. Approvals represent a Overall, we will pursue an aggressive deployment
significant gating item and to the extent the City can schedule that we think is reasonable and will be
expedite that process, we would expect to move up effective at ensuring that Seattle’s streetscape is
installation accordingly. transformed quickly and efficiently and that Seattle
residents, workers and visitors begin benefitting from
these modern and compelling services as quickly as
possible.
Subconsultants
Subconsultants
CIVIQ will be fabricating all LinkSeattle kiosks and will Their professionals earn this kind of recognition by
work in collaboration with KDA to design and fabricate understanding their clients’ business needs and
the Seattle bus shelters. objectives. They have the financial and technical
resources to execute projects from the most basic to the
highly complex. They allow their clients to focus on their
businesses and simplify their lives with a single point of
contact. Black & Veatch service offerings include:
Project Timeline
Month
Initiative 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 +
Shelters
Planning and Design
Shelter Strategy
Shelter Concept Design
Design Documentation
Approvals
Implementation Plan
Manufacturing
If chosen as the successful bidder by the City of Seattle, solutions for data and video processing, allow us to
Intersection will provide premium services to the City of deliver the most complex, dynamic, digital creative to
Seattle, its citizens and our advertisers. Our philosophy all of our varying digital signage media. Our solutions
is to provide the highest quality products, service, will often involve complex processing hardware, matrix
and maintenance to the clients we represent and the switching, and long-standing digital signage software
authorities we serve. Our operations organization is to fully realize the advertising potential and value of
dedicated to making certain the Municipal Advertising all installed digital screen hardware. Leaders in the
medium is above reproach. We have a strong and digital signage software space (Vistar, CoolSign, Barco,
experienced internal staff that has ensures that Capital Networks, Lite Logic, BroadSign, and others)
all technical, maintenance, and design issues are have all provided solutions to Intersection for delivery
addressed efficiently and promptly. Intersection realizes of dynamically driven content featured in our interstitial
that improving the quality of life of its residents and messaging. We have partnerships and agreements
visitors is the top priority of the City of Seattle, and in place with dynamic content providers to allow for
as such, Intersection is committed to working in very relevant hyper-local, local and national dynamic
concert with the City of Seattle staff to ensure that our data to our digital assets. The digital signage solution
placement, maintenance, and removal of Bus Shelters, involves one unit responsible for retrieval, parsing and
Links, displays and advertisements shall not cause any distributing data to display terminals for rendering and
disruptions or inconveniences. presentation.
Posting, cleaning, installation, maintenance, repair, Intersection is experienced in preventative and general
and any related activity will only be performed by maintenance on our digital inventory and media.
members of Intersection’s Operations team or trusted Utilizing a team of digital engineers and digital-centric
and experienced subcontractors, who have successfully graphic artists, we ensure delivery of content to all
completed mandated safety training and we will comply digital media. Intersection utilizes a step-by step
with all City of Seattle and Washington State safety process of delivering digital creative assets from first
requirements. contact with the client to the final posting on the
screens. The process has been refined and altered to
Advertising-Related Activities fit each individual market we serve. The digital team is
Posting and Removal of Advertisements tasked with maintaining a high level of customer service
while providing accurate postings. The scheduling
Digital Advertisements process consists of multiple steps. Clients providing
Intersection has exceptional experience utilizing a their own digital assets deliver the files to Intersection’s
compositional rendering engine for generating content secure file transfer site. For many clients, Intersection
automatically from data, devices, and other inputs. builds the creative/production in-house as overseen
Intersection works with leaders in the digital signage by our digital art department. Once received, the file
industry, each with their own approach to the various is reviewed and, if required, edited to achieve optimal
elements of delivering scheduled advertising, dynamic playback on our network screens. Once a file is approved
creative data, and real-time video feeds to scalable for broadcast, it is uploaded to the preview screens
digital media networks. Our partnerships with these located at Intersection’s headquarters. Each asset goes
digital signage software vendors, coupled with robust through this review process, and once it is deemed fit for
broadcast, it is set to go live. A copy of the advertisement Advertising Content Review Policy
asset is then archived and stored on a server for future All advertising materials displayed on Seattle Street
reference. Intersection’s team actively monitors the Furniture shall be of reputable character and shall be in
scheduled content on a daily basis to ensure playback accordance with City of Seattle guidelines. Intersection
is accurate. If any issues arise, Intersection will deploy understands that the City is the sole judge of what is
a team to resolve any problems or make adjustments acceptable copy. Objectionable advertisements shall,
promptly. upon the request of a responsible officer of the City,
be removed within twenty-four (24) hours of written
Static Advertisements notification for a single ad; and forty-eight (48) hours
Intersection’s operations staff has been posting of written notification for an entire campaign for
advertisements on our Seattle partners’ properties static advertisements; and within four (4) hours for
since 2005. Intersection is committed to working in digital advertisements, at Intersection’s sole cost. All
concert with the City of Seattle staff to ensure that advertisements will be in accordance with applicable
our placement, maintenance, and removal of static laws, statutes, regulations, by-laws, court orders or
advertisements (on existing and replacement bus judgments in force in Washington. We will utilize our
shelters and streetcar stations) and vinyl wraps and best efforts to encourage advertisers to use good taste
direct applications (in and upon your streetcars), shall in creating their displays.
not cause any disruptions or inconveniences. We will
comply with all City requirements.
Intersection avoids the broken window scenario by Intersection will submit to the City a quarterly
addressing all maintenance and cleaning issues within maintenance schedule for anticipated work on the Street
24 hours. This policy will keep the displays looking their Furniture. Additionally, Intersection will perform weekly
best. We take pride in our work – even if it is picking inspections for structural integrity (footings, exposed
up someone else’s litter off the floor during a client or loose bolts, leaning structures, bent or broken frame)
walk-through, we strive to be a part of the "Seattle leaks, broken light bulbs, loose fixtures, etched or
Community." It has been our experience that quality broken glass, panel material and removal of graffiti,
control is imperative to the smooth operation of our paint, markers, stickers, posters and other unauthorized
transit and municipal advertising programs. postings.
Intersection uses the best employees for the regular
cleaning of our displays and the installation and
scheduling of all advertisements. Our experience
has been that the level of quality demanded by our
organization and expected by our partners can only be
achieved by directly supervising an operations staff
and a trusted subcontractor team. We currently have
thirteen operations employees serving the Seattle
market. This staff is experienced at working on public
properties and they will perform all of the duties
required to ensure that the level and quality of service
required is indeed surpassed.
• Operating System Upgrades and Patches. Any All employees are obliged to respond to any question,
underlying operating system upgrades will be request or concern within 24 hours. In addition to the
thoroughly evaluated for stability and risk/benefit timely submission of all required reports and forms,
analysis. This includes all operating systems in Intersection is committed to maintaining open lines of
advertising display CPUs, communication panels, communication with our partners and their customers.
wireless access point controls, and back-end
systems.
Miscellaneous
Safety Plan Insurance
At Intersection, safety is a top priority. Intersection Intersection maintains a comprehensive worldwide
maintains an extensive corporate safety program insurance policy. We have carefully reviewed the required
and policy which all employees are required to follow. coverage in Attachment #1 of the RFP with our provider
Intersection will continue to hold safety and training and can certify that Intersection can obtain the required
seminars for our operations employees and sub- insurance at the specified levels.
contractors on a regular basis to ensure that all work
is being performed properly. The program and all Print Production
policies are set forth in a manual, a copy of which is Intersection operates its own in-house printing service
located in each of our offices and distributed to all for our advertising and municipal authority partners.
operations employees. We comply with all applicable Due to the large volume of ads we print, we are able to
and relevant federal, state and local safety and health offer our clients the best materials and processes at
rules and regulations, including, but not limited to, rules a significant savings. Our print department will be an
established in the United States by OSHA, the Federal invaluable resource for static media and maps on the
and State EPA and the Federal and State Departments bus shelters and in streetcar stations. In addition, we
of Transportation. Mark Graham, our VP, National believe we can help the City with other printing jobs and
Operations Director, also serves as Intersection’s would like to be added to your bidder list for all printed
corporate safety officer. We can confirm that all of our materials.
employees and sub-contractors will receive the required
training prior to performing any work.
Intersection
Cloud
Intersection Intersection
Database Operations
6. Public Art
Sales Approach and Local Market Success Local and regional advertisers have been an important
Advertising today is more complex than it has ever been component to maximizing revenue for our municipal
with the automation of the buy/sell process layering partners. A key part of Intersection’s local initiative
in new technology, players and data sets. In order to program is the support we provide to local advertising
maximize advertising revenue on behalf of our partners, clients. Our Seattle based in-house marketing and
Intersection focuses on four distinct revenue streams: graphic design experts provide strategic guidance
local, regional, national and programmatic. While we to clients as well help in the preparation of creative
know that national advertisers will be attracted to artwork and copy. We have had a major influence on
Seattle’s new digital network, it has been our experience the creative positioning of local advertisements. It has
that local and regional advertisers play a vital role in been a key element in our robust strategy to provide
generating and growing revenues for our municipal broad and sustainable growth for our municipal
partners. We have been very successful in generating partners. Intersection will ensure that advertisements
significant levels of previously untapped revenue for are attractive and effective, in full compliance with City
our partners by making effective use of city-wide, local standards, and exceed expectations. We will also ensure
initiative opportunities. that all advertisements are aesthetically sensitive to
the environment and Seattle’s diverse population. With
This local initiative revenue generation, which we plan to a digital network this care and attention, as well as
continue if we are chosen as the successful bidder, is the expertise in the medium, becomes even more important.
long-term ‘boots on the ground’ strategy that we utilize
across the country. It is the sales intensive, knocking Intersection is the only media company in the United
on doors, eye-to-eye effort needed to expand a valuable States completely dedicated to the sale of municipal
franchise in a local economy. We work closely with advertising. Every day our account executives in Seattle,
local and regional advertisers in Seattle including AAA, New York, San Francisco, Boston, Los Angeles, Chicago,
Southwest Plumbing, UW, Premera and Lifewise. New Jersey, Philadelphia, Dallas, Minneapolis and
Charlotte will pitch to advertising agencies, OOH buying
We have successfully found many new advertisers in services, automated digital exchanges and to clients
non-traditional industry sectors whose OOH campaigns directly. Because Intersection represents almost every
have yielded fantastic returns on their investments. major-market transit and municipal authority, we have
New sectors that are now OOH mainstays include media, been able to generate multi-market sales of which the
entertainment and hospitals. The many companies that City of Seattle would be part.
wish to emphasize their Seattleite credentials in the
minds of consumers will be encouraged to advertise
widely on the new digital Street Furniture network to
further enforce their connections to Seattle.
A History of Innovation
We have also been the company that has innovated We were the first in the U.S. to to introduce mobile
most at the junction of OOH and mobile. Thanks to our purchasing directly from OOH with the OBIE award
advocacy and hard work, the combination of the two winning Peapod campaign. OOH is now viewed as a
mediums has moved beyond novelty into something conduit to richer experiences as well as purchases
that brings results that are tangible and repeatable. thanks to our work. We were also the first company in
For example our interactive project with Amazon on the the country to deploy public facing beacons in order
On-The-Go Kiosk allowed MTA riders the opportunity to to deliver accurate proximity services and enabling
shop for holiday gifts by seamlessly connecting the OOH transparency on the role of OOH in retail visitations.
and mobile experience. The project has won numerous
awards and is being renewed for the 2016 holidays. Uniquely, as a media and technology company we have
the resources in-house to sell in creative digital ideas
Working with the Gap, we were the first company to advertisers, then build those experiences quickly
in the world to introduce mobile geo-fencing and and efficiently. This sets us apart from our competitors
OOH (setting up virtual geographical parameters and enables us generate more revenue on your behalf.
within which ad advertisement is pushed to a We fully understand the creative requirement and
smartphone via an app), a technology now more nuances of digital. We were the first OOH company to
widely used, but one still dominated by the work we hire a Digital Creative Director in 2009, because we
continue to do. We now work with two of the best knew that simply running a TV spot was a disservice
providers of mobile location inventory, xAd and SITO. to the medium, the brand, and the consumer. We
To date we have run over 100 geo-fence campaigns, have been building a set of creative standards and
generating over $10 million of incremental revenue have consistently operated within the parameters of
from local, regional and national advertisers. ‘Limited Motion Digital’. We are passionate about the
format and believe it should be treated with that the
best advertising is powerful, elegant,and simple.
Go-to-Market Plan
Our go-to-market plan for the sales and marketing of Our ambition is to pre-sell the advertising before
the LinkSeattle Network will be multi-layered but easy the first new structures are in the ground. We
to understand for everyone. Out of the gate, we will will view LinkSeattle media as a brand new type
sell insertions in a loop, then moving to impressions. of media that is unconstrained by labels or
We will then set a CPM rate that is comparable to verticals. We will make pitches to every client
premium location mobile video CPMs. The more and mine online, mobile and OOH budgets.
data and targeting advertisers use, the higher the
CPM. We will allow advertisers the opportunity to We strongly believe that in order to maximize
day-part (the ability to buy specific times during advertising revenue, we need to sell Seattle media in the
a day), or simply buy audiences as efficiently as most sophisticated way possible. One way of doing this
they want to based on location or behavior. is through good measurement. Digital measurement
is of great importance to us. All of our existing digital
For our traditional constituency of OOH buyers, we networks are measured by Nielsen. This research
will retrospectively calculate the impression levels an enables us to sell by audience, impression, and day-part,
advertisement in a loop would generate and continue as well as by station or transit authority. This means that
to sell them what they are used to until we are able we have an opportunity to position digital media beyond
to educate them and change that behavior. We will just the OOH planning and buying community to try and
use the power of data and the targeting it enables to gain revenue from television and online budgets, too.
prove the value of the new media. We will introduce
premium responsive digital immediately. For higher
CPMs, advertisers will not only be able to harness
the power of the data to understand where their
prospective customers are, but we will serve advertising
immediately when they are in the proximity of the Links.
What is your assumed rate card for the ad panels Bus Shelter - $1,000 per digital spot
in your financial model? Where the rate card differs Static Bus Shelter Ad - $1,000
between different inventory, please identify those Link- $1,000 per digital spot
differences. Full Wrap Streetcar - $6,250
Streetcar Interiors - $25 to $65 per display
Static Streetcar Station Ad - $500
8. Additional Supplementary,
Innovation and Technology Elements
Intersection proposes to implement innovative new If selected as your contractor, Intersection proposes to
advertising media for the City of Seattle. We specialize implement the following:
in devising new and exciting revenue producing
media for our municipal and transit authority Seattle Streetcar Vehicle Wraps
partners. Intersection believes that development of Intersection proposes that the City consider permitting
new advertisement formats will generate significant us to install full wrap advertisements on Seattle
revenues for the City. All revenue generated from the streetcars. These ads are dynamic advertising formats
implementation of new advertising initiatives shall with remarkable impact on passersby. These concepts
be applied towards meeting the Minimum Annual have been immensely popular with advertisers and
Guarantees set forth in Section 7.III.1–Revenue Share and command a premium price. Such applications have
Minimum Annual Guarantee. been very popular and successful in other markets,
including Sound Transit, SFMTA in San Francisco, Metro
As the largest Out-Of-Home media provider in the Seattle Transit in Minneapolis and DART in Dallas. Additionally,
DMA, representing King County Metro, Pierce Transit, as described in Section 7–Maintenance and Operations
Community Transit, Sound Transit, and Kitsap Transit, Plan, our in-house print team and operations team
Intersection is uniquely positioned as a one-stop-shop will ensure that your streetcars look their best. In fact,
for advertisers and brands looking to make an impact Intersection currently serves as the City’s print provider
in Seattle. Our presence in the region could serve as a for its streetcar advertising program. An example of how
force-multiplier for the City’s static advertising assets, such an advertisement might appear on a streetcar is on
especially when bundled wih our Pacific Northwest the bottom of the following page.
partners.
Branded Streetcars/On-Board Advertising
Intersection proposes to install ceiling wraps
(Michelangelos), direct application vinyl and seat-back
advertisements on the interiors of Seattle streetcars. We
believe that, when packaged, the media will command a
premium price from advertisers looking to capture the
attention of passengers for the duration of their trip. An
example of a branded streetcar is shown at the top of
the following page.
Payment of MAG. On or before the 20th day of each Intersection’s Proposal, including but not limited to
calendar month, Intersection shall pay to the City, the proposed Minimum Annual Guarantee, Revenue
one-twelfth (1/12) of the applicable Minimum Annual Share, Capital Expenditure commitment and financial
Guarantee set forth on Section 7.III.1.–Revenue Share and projections and willingness to enter into a Coordinated
Minimum Annual Guarantee for the previous month. By Street Furniture Contract are expressly contingent
way of example, the payment on August 20th shall be for upon an amendment to the Seattle Municipal Code to
the month of July. allow off-premise advertising on all Street Furniture
adequate to implement our Proposal. In the event such
Annual True-Up. Within thirty (30) days of (i) the end of amendment is unsuccessful, Intersection will discuss
each year and (ii) the end of the Term, Intersection shall alternate solutions with the City.
pay the City the amount, if any, by which the percentage
of Net Revenue (as herein defined) for such Contract Year
exceeds the Minimum Annual Guarantee paid to the City
for that Contract Year (the "Annual True-Up"). The Annual
True-Up, if any, shall be accompanied by a schedule
of Net Revenue, prepared by an officer of Intersection
attesting to the fair presentation of the Net Revenue for
such Contract Year (the "Annual Report").
Direct Costs 1,392 3,710 3,967 4,025 4,149 4,280 4,399 4,522 4,649 4,780 4,914 5,043 5,175 5,312 5,452 5,596 5,744 5,897 6,054 6,215 95,277
Indirect Costs 17 374 501 525 552 579 596 614 633 652 671 685 698 712 727 741 756 771 787 802 12,394
Operating Margin (1,085) 3,333 5,445 5,852 6,221 6,609 6,816 7,029 7,249 7,476 7,709 7,832 7,957 8,084 8,211 8,341 8,471 8,603 8,736 8,870 137,758
Depreciation 998 3,823 4,152 4,223 4,471 4,607 5,035 4,280 1,479 1,197 1,438 1,738 1,702 1,403 1,175 1,233 1,469 1,191 667 650 46,931
Profit Before Taxes (2,083) (490) 1,293 1,629 1,751 2,001 1,781 2,750 5,770 6,279 6,271 6,095 6,255 6,680 7,036 7,107 7,001 7,412 8,068 8,220 90,827
Taxes - - 479 603 648 740 659 1,017 2,135 2,323 2,320 2,255 2,315 2,472 2,603 2,630 2,591 2,742 2,985 3,041 34,558
Net Profit (after taxes) (2,083) (490) 815 1,026 1,103 1,261 1,122 1,732 3,635 3,956 3,951 3,840 3,941 4,209 4,433 4,478 4,411 4,670 5,083 5,179 56,269
Depreciation Add Back 998 3,823 4,152 4,223 4,471 4,607 5,035 4,280 1,479 1,197 1,438 1,738 1,702 1,403 1,175 1,233 1,469 1,191 667 650 46,931
Cash from Operations (1,085) 3,333 4,966 5,249 5,573 5,868 6,157 6,012 5,114 5,152 5,389 5,577 5,643 5,612 5,608 5,711 5,880 5,860 5,750 5,829 103,200
Capital Expenditures 6,989 19,770 2,301 501 1,733 956 2,992 1,705 167 324 2,190 3,832 705 902 108 572 1,978 238 169 583 48,714
Net Cash (8,074) (16,437) 2,665 4,748 3,841 4,912 3,165 4,307 4,947 4,828 3,199 1,746 4,938 4,710 5,500 5,139 3,902 5,623 5,582 5,245 54,486
Note deferred revenue (if any) and explain in comments section below
Note deferred costs (if any) not incurred as a depreciation expense in comments
Note depreciation method if not using straight line depreciation, in comments. Explain reason for method.
Comments:
3. Financial Statements
719 2nd Avenue, Suite 425, 100 Park Avenue, 6th Floor
Seattle, WA 98104 New York, NY 10017
T 206 762 2531 T 212 644-6200
F 206 762 2532 F 212 644-2010