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City of Seattle

Coordinated Street
Furniture Program

RFP NO. CTY 3525


SUBMIT TED DECEMBER 30, 2015
Intersection is a technology
and media company
committed to transforming
the urban experience,
revolutionizing city
services and operations,
and strengthening our
municipal partners.
Table of Contents
1 Cover Letter 1

2 Commitment to Provide a Bond 7

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

8 Exceptions to City Contract 197


1. Cover Letter
1. COVER LETTER

INTERSECTION MEDIA, LLC 1


1. COVER LETTER

2 INTERSECTION MEDIA, LLC


1. COVER LETTER

INTERSECTION MEDIA, LLC 3


1. COVER LETTER

4 INTERSECTION MEDIA, LLC


1. COVER LETTER

INTERSECTION MEDIA, LLC 5


2. Commitment to
Provide a Bond
2. COMMITMENT TO PROVIDE A BOND

INTERSECTION MEDIA, LLC 7


2. COMMITMENT TO PROVIDE A BOND

8 INTERSECTION MEDIA, LLC


3. Legal Name
3. LEGAL NAME

Our legal name is Intersection Media, LLC. On September


23, 2015, as part of a rebranding effort (as more fully
described in the Background and Experience section),
Titan Outdoor LLC (organized in Delaware on October
28, 1999) underwent a simple corporate name change.
Please see the following documentation from the State
of Delaware.

INTERSECTION MEDIA, LLC 9


3. LEGAL NAME

10 INTERSECTION MEDIA, LLC


4. Minimum
Qualifications
4. MINIMUM QUALIFICATIONS

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.

INTERSECTION MEDIA, LLC 11


5. Vendor
Questionnaire
5. VENDOR QUESTIONNAIRE

INTERSECTION MEDIA, LLC 13


5. VENDOR QUESTIONNAIRE

14 INTERSECTION MEDIA, LLC


5. VENDOR QUESTIONNAIRE

INTERSECTION MEDIA, LLC 15


5. VENDOR QUESTIONNAIRE

RCW 42.56.270 | Financial, commercial,


Section 7.III.3. Financial Statements and proprietary information

RCW 42.56.270 | Financial, commercial,


Section 7.I.5. References and Experience and proprietary information

16 INTERSECTION MEDIA, LLC


5. VENDOR QUESTIONNAIRE

INTERSECTION MEDIA, LLC 17


6. Inclusion Plan
6. INCLUSION PLAN

INTERSECTION MEDIA, LLC 19


6. INCLUSION PLAN

WMBE Business Name Describe Guarantee

Intersection intends to partner with


Black & Veatch to find WMBE vendors for
the following services:

– Surveying, site acquisition


N/A at this time and permitting;

– Construction and installation services;

– Equipment and tools;

– Logistics/Transportation

20 INTERSECTION MEDIA, LLC


6. INCLUSION PLAN

INTERSECTION MEDIA, LLC 21


7. Proposal Response
7. Proposal Response
Vendor Qualifications
7. PROP OSAL RESP ONSE VENDOR QUALIFICATIONS | BACKGROUND AND EXPERIENCE

Intersection is an urban experience company that


combines expertise in technology, user experience
and interactive engagement at the convergence of
digital and physical worlds to improve life in cities
around the world.

1. Background and Experience

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.

INTERSECTION MEDIA, LLC 23


7. PROP OSAL RESP ONSE VENDOR QUALIFICATIONS | BACKGROUND AND EXPERIENCE

History | Intersection Media History | Intersection Technology


Intersection Media (formerly Titan Outdoor LLC) Since 2001, Intersection Technology (formerly Control
was founded in 2001 in order to acquire and operate Group) has built a spectrum of capabilities that
unique Out-Of-Home properties. The company’s focus enable more automated, personalized, and integrated
on revenue generation for Transit and Municipal experiences across digital and physical environments.
Authorities was a unique attribute of Titan and that Whether streamlining our internal business systems or
focus continues today at Intersection Media. We have creating new customer-facing touchpoints, we partner
the proven experience, the expert and passionate sales with forward-thinking clients to create more engaging
and support staff, and the financial resources sufficient and profitable connections with our customers,
to exceed the City’s expectations. Intersection Media employees, and constituents. Intersection Technology
has an organizational structure comprised of seasoned has over 125 strategists, designers, coders, engineers,
professionals, with the strongest sales, marketing and developers, and hackers. Our teams envision, develop,
operating teams in the industry. Intersection Media implement, and support what Intersection Technology
is particularly adept at enhancing the value of the builds to ensure the products and experiences we create
concessions we represent. By increasing occupancy are as reliable and easy to use as they are beautiful.
rates and improving the appearance and the quality Intersection Technology has been designing digital
of street furniture, advertisements and advertising public interfaces for over ten years, having performed
displays, we are able to drive revenue higher and justify thousands of hours of research on user behavior and
increases in advertising rates. The Senior Management usability. We are committed to the principle that the
of Intersection Media has many years of success in the best design solution is a built solution. That is why our
operation and sale of advertising for a wide variety of design process includes early prototyping and frequent
global Out-Of-Home products, including but not limited iterations in which users can interact. Our projects
to bus shelters, buses, subways, commuter and light have been awarded numerous accolades for usability
rail, banners, airports, airlines, and telephone kiosks. We and innovation, including the LinkNYC project being
have a history of creating listed as one of the "27 of the Most Inspiring Designs
significant revenue and innovative products for Transit From 2014" by Wired and the MTA On-The-Go Kiosk being
and Municipal Authorities throughout the world. honored with the prestigious Interactive Award from
Communication Arts in 2015.

24 INTERSECTION MEDIA, LLC


7. PROP OSAL RESP ONSE VENDOR QUALIFICATIONS | BACKGROUND AND EXPERIENCE

Organization Description Main Points of Contact


Intersection Media, LLC is a Delaware Limited Liability The main points of contact for this procurement are as
Company and is qualified to do business in the state of follows:
Washington. We are in good standing in all jurisdictions
in which we currently do business. Intersection Media, Scott E. Goldsmith
LLC is wholly owned by Intersection Media Holdings, LLC. President, Media
100 Park Avenue
Number of Employees New York, NY 10017
Intersection has approximately 590 employees. T 212 891-5688
E scott.goldsmith@intersection.com

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

INTERSECTION MEDIA, LLC 25


7. PROP OSAL RESP ONSE VENDOR QUALIFICATIONS | TEAM ORGANIZATION

2. Team Organization

Our team is the best in the business. We have wide


experience across every element of municipal advertising,
technology, and bringing digital experiences into the physical
world. We strive to improve the lives of citizens, develop
streetscapes, and maximize revenue for our partners. The
following team will be responsible for managing the contract
CITY OF SEATTLE SDOT
if we are successful in your process.

SEATTLE-COORDINATED STREET FURNITURE PROGRAM

INTERSECTION

EXECUTIVE

DAN DOCTOROFF DONALD R. ALLMAN


Chairman, CEO Vice Chairman

FINANCE MEDIA ADVOCACY INNOVATION TECHNOLOGY LEGAL OPERATIONS

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

SOFTWARE DEVELOPMENT JANET YOUNG BRAD GLEESON RAY MACZKO


TEAM SVP, Strategic Planning & Chief Commercial Officer Project Manager
LOCAL SEATTLE OFFICE | SALES AND MARKETING (20) Brand Management

BRIAN MCCALL BRIAN DUSHO NOEL HERRERA


PAMELA QUADROS TAMMI BOGGAN JUSTIN BURKHOLDER KYLE MONTES Senior Design Associate & President, DOOH Senior Civil,
VP, General Manager Sales Manager Senior Account Manager Senior Account Manager Project Manager Structural Engineer

DAVID MONAGHAN PARAG SHAH BRADY LANG


GINGER GRIFFIN JOE AMENT STEPHEN MORRISSEY GAIL WORTHEN Senior Industrial Designer VP, Engineering Project Controls
Senior Account Executive Account Executive Account Executive Sales Adminstrator Senior Analyst

JULIAN HILL SAMANTHA CORCORAN


Marketing Manager Senior Graphic Artist

MAINTENANCE | OPERATIONS TEAM | SEATTLE

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

INTERSECTION MEDIA, LLC 27


7. PROP OSAL RESP ONSE I. BACKGROUND AND EXPERIENCE

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7. PROP OSAL RESP ONSE VENDOR QUALIFICATIONS | KEY PERSONNEL

3. Key and Technical Personnel

Leadership Team

Dan Doctoroff Donald R. Allman


Chairman, CEO Vice-Chairman

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.

INTERSECTION MEDIA, LLC 29


7. PROP OSAL RESP ONSE VENDOR QUALIFICATIONS | KEY PERSONNEL

Leadership Team

Scott Goldsmith Colin O’Donnell


President, Media Chief Innovation Officer

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.

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7. PROP OSAL RESP ONSE VENDOR QUALIFICATIONS | KEY PERSONNEL

Craig Abolt Rich Hofbauer


Chief Financial Officer Chief Operations Officer

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.

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7. PROP OSAL RESP ONSE VENDOR QUALIFICATIONS | KEY PERSONNEL

Leadership Team

Scott Anderson Campbell Hyers


President, Technology President, Technology

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.

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7. PROP OSAL RESP ONSE VENDOR QUALIFICATIONS | KEY PERSONNEL

Jen Hensley Linda Bechutsky


SVP, General Manager, Associate
Link General Counsel

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.

INTERSECTION MEDIA, LLC 33


7. PROP OSAL RESP ONSE VENDOR QUALIFICATIONS | KEY PERSONNEL

LinkSeattle Innovation Team

Dave Etherington Damian Gutierrez


Chief Strategy Officer Innovation Strategy Lead

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.

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7. PROP OSAL RESP ONSE VENDOR QUALIFICATIONS | KEY PERSONNEL

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.

INTERSECTION MEDIA, LLC 35


7. PROP OSAL RESP ONSE VENDOR QUALIFICATIONS | KEY PERSONNEL

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.

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7. PROP OSAL RESP ONSE VENDOR QUALIFICATIONS | KEY PERSONNEL

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.

INTERSECTION MEDIA, LLC 37


7. PROP OSAL RESP ONSE VENDOR QUALIFICATIONS | KEY PERSONNEL

Seattle Sales and Marketing Team

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.

Ms. Quadros is a graduate of British Columbia Institute


of Technology, where she received a Bachelor of
Business Administration. In 2013, Pamela was honored
in the Puget Sound Business Journal "40 Under Forty"
publication. She is actively involved in many local non-
profits, sits on the WestSide Baby Board of Directors
as Marketing Chair and the Lafayette Elementary
school PTA Board of Directors as Co-Secretary.

38 INTERSECTION MEDIA, LLC


7. PROP OSAL RESP ONSE VENDOR QUALIFICATIONS | KEY PERSONNEL

Justin Burkholder Kyle Montes-Valdivia


Senior Account Manager Senior Account Manager

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.

INTERSECTION MEDIA, LLC 39


7. PROP OSAL RESP ONSE VENDOR QUALIFICATIONS | KEY PERSONNEL

Seattle Sales and Marketing Team

Ginger Griffin Joe Ament


Senior Account Executive Account Executive

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.

40 INTERSECTION MEDIA, LLC


7. PROP OSAL RESP ONSE VENDOR QUALIFICATIONS | KEY PERSONNEL

Stephen Morrissey Gail Worthen


Account Executive Sales Administrator

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.

INTERSECTION MEDIA, LLC 41


7. PROP OSAL RESP ONSE VENDOR QUALIFICATIONS | KEY PERSONNEL

Seattle Sales and Marketing Team

Julian Hill Samantha Corcoran


Marketing Manager Senior Graphic Artist

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.

Being one of the longest tenured Seattle team


members, Julian is especially proud of his
involvement in Intersection’s corporate social
responsibility initiatives and giving back to the
community in which Intersection does business.

42 INTERSECTION MEDIA, LLC


7. PROP OSAL RESP ONSE VENDOR QUALIFICATIONS | KEY PERSONNEL

LinkSeattle Design and Technology Team

Michael O’Neil Toby Boudreaux


Co-Chief Co-Chief
Technology Officer Technology Officer

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.

INTERSECTION MEDIA, LLC 43


7. PROP OSAL RESP ONSE VENDOR QUALIFICATIONS | KEY PERSONNEL

LinkSeattle Design and Technology Team

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.

44 INTERSECTION MEDIA, LLC


7. PROP OSAL RESP ONSE VENDOR QUALIFICATIONS | KEY PERSONNEL

National Operations and Maintenance Team

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.

INTERSECTION MEDIA, LLC 45


7. PROP OSAL RESP ONSE VENDOR QUALIFICATIONS | KEY PERSONNEL

Seattle Operations and Maintenance Team

Kirtis Brice Ben Hoyt


Director of Operations Operations Manager

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.

46 INTERSECTION MEDIA, LLC


7. PROP OSAL RESP ONSE VENDOR QUALIFICATIONS | KEY PERSONNEL

Subconsultants

Kramer Design Associates


Industrial Designers

Jeremy Kramer Janet Young


Owner & SVP, Strategic Planning &
Creative Principal Brand Management

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.

A recipient of numerous awards, Mr. Kramer has acted as


an invited panelist on several international design juries,
and has been guest speaker at conferences across
North America.

INTERSECTION MEDIA, LLC 47


7. PROP OSAL RESP ONSE VENDOR QUALIFICATIONS | KEY PERSONNEL

Subconsultants

Kramer Design Associates


Industrial Designers

Brian McCall David Monaghan


Senior Design Associate Senior Industrial
& Project Manager Designer

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.

David also works closely with product and plastic


manufacturers in the development of
rapid prototypes, testing methods, optimization
techniques and sustainability measures for each KDA
designed product.

48 INTERSECTION MEDIA, LLC


7. PROP OSAL RESP ONSE VENDOR QUALIFICATIONS | KEY PERSONNEL

Civiq
Fabrication

Greg Baletsa Brad Gleeson


Chief Executive Officer Chief Commercial Officer

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.

More recently, Mr. Gleeson has served as VP of Business


Development and GM at Planar and then President and
CEO of Vertigo Digital Displays, a leader in design and
manufacture of outdoor and architectural digital display
systems. Brad is a co-founding partner of TargetPath,
a strategic management consulting firm providing
business development solutions.

INTERSECTION MEDIA, LLC 49


7. PROP OSAL RESP ONSE VENDOR QUALIFICATIONS | KEY PERSONNEL

Subconsultants

Civiq
Fabrication

Brian Dusho Parag Shah


President, DOOH VP, Engineering

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.

50 INTERSECTION MEDIA, LLC


7. PROP OSAL RESP ONSE VENDOR QUALIFICATIONS | KEY PERSONNEL

Black & Veatch


Installation, Project Management,
Engineering

Brian Nigg, P.E. Ray Maczko


Project Manager, Project Manager
Engineering Manager

Ray brings more than 30 years of experience in


Mr. Nigg has 25 years of consulting experience as a managing all aspects of Communication Networks
professional civil engineer. He has worked on a variety site development, implementation, and modifications.
of projects including telecommunication facilities, He has pioneered new markets and increased market
public transportation, utility facilities, and business penetration for Fortune 500 companies increasing
and industrial parks. Brian has experience preparing revenues and boosting stakeholder return with a strong
plans, construction documents, cost estimates and commitment to client satisfaction and an established
feasibility studies. He manages the Portland office team track record of achieving demanding objectives. He
of professionals to provide environmental, engineering has served as a Regional Operations Manager, National
and construction inspection services for the Pacific Sales Director, Business Relations Director, Construction
Northwest Region, as well as private networks on the Manager, Trainer, and Project Manager with multiple
West Coast. firms and clients in various locations throughout the
Western United States.
Brian received his Project Management Certificate from
the Advanced Management Institute in 2000 and his B.S. Ray received his B.S. in Management from the
in Civil Engineering from the California State University California Coast University.
in 1987.

Brian is a licensed Civil Engineer in the State of


Washington.

INTERSECTION MEDIA, LLC 51


7. PROP OSAL RESP ONSE VENDOR QUALIFICATIONS | KEY PERSONNEL

Subconsultants

Black & Veatch


Installation, Project Management,
Engineering

Noel Herrera Brady Lang


Senior Civil / Project Controls
Structural Engineer Senior Analyst

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.

Noel received his MCE in Civil Engineering from


the University of Kansas in 2010 and his BS in Civil
Engineering from Manuel S. Enverga University
Foundation in Lucena City, Philippines, in 1988.

Noel is a licensed civil engineer in the State of


Washington. and is a member of the National Society
of Professional Engineers, the Kansas Society of
Professional Engineers, the American Concrete Institute,
and the American Institute of Steel Construction

52 INTERSECTION MEDIA, LLC


7. PROP OSAL RESP ONSE VENDOR QUALIFICATIONS | KEY PERSONNEL

Professional References

We have provided contact information and urge you


to contact each of our partners to confirm our past
performance and our capabilities.

TEAM REFERENCE AND CONTACT INFORMATION

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

INTERSECTION MEDIA, LLC 53


7. PROP OSAL RESP ONSE VENDOR QUALIFICATIONS | LOCAL AVAIL ABILIT Y

4. Local Availability of Firm |


Committed Personnel

Intersection has had an office in Seattle since 2004. Our


Seattle office is located at 719 2nd Avenue, Suite 425,
Seattle, WA 98104.

Our Seattle office is led by Pamela Quadros, Vice


President and General Manager, who oversees twenty-
eight staff members. We maintain a talented local
Seattle sales and marketing staff exclusively dedicated
to selling advertising to the local, regional and national
client base. In Seattle, our commitment to the City is to
leverage both our existing local relationships and the
power of our national network to generate substantial
revenue for the City.

Our local team, more fully described in Section 7.I.3. Key


and Technical Personnel, will be dedicated to making the
City of Seattle Coordinated Street Furniture Program a
success if chosen as your contractor.

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.

54 INTERSECTION MEDIA, LLC


7. PROP OSAL RESP ONSE VENDOR QUALIFICATIONS | REFERENCES AND EXPERIENCE

5. References and Experience

The following pages detail a representative sample of the


Municipal and Transit Authorities that Intersection currently
has under management. All of the contracts listed on the
following pages are active and in good standing. We have
provided contact information and urge you to contact each
of our partners to confirm our past performance and our
capabilities.

We consider these pages to be confidential and


have marked them as such. For ease of reference, all
historical references to Titan and Control Group have
been changed to "Intersection."

INTERSECTION MEDIA, LLC 55


7. PROP OSAL RESP ONSE VENDOR QUALIFICATIONS | REFERENCES AND EXPERIENCE

King County Metro


Seattle DMA

Expiration Date On January 1, 2005, Intersection began a five-year


12/31/2019* contract with King County Metro, which included
advertising on its fleet of 1,307 buses (King Size Posters,
Payment Made in Last Contract Year Queen Size Posters, Taillight Displays, Full Wrapped
$4,210,000 Vehicles and Interiors). It is the primary transit authority
servicing the City of Seattle. We were awarded a new
Contact five-year contract by King County through a competitive
Sharron Shinbo RFP process that extends through 2017. Intersection’s
201 South Jackson Street new contract has an additional two-year option.
Seattle, WA 98104-3856
T 206 684-1547
E sharron.shinbo@kingcounty.gov

56 CONFIDENTIAL INTERSECTION MEDIA, LLC


7. PROP OSAL RESP ONSE VENDOR QUALIFICATIONS | REFERENCES AND EXPERIENCE

Philadelphia Bus Shelters


City of Philadelphia

Expiration Date Intersection commenced operation of the Philadelphia


12/31/2034 Street Furniture contract on January 1, 2011. With
approximately 300 Bus Shelters within the City,
Payment Made in Last Contract Year Intersection controls the entire Philadelphia Bus Shelter
$2,060,000 market. Since taking over the contract from the previous
contractor, Intersection significantly increased sales and
Contact improved operational issues and introduced numerous
Denise Goren new products to the Philadelphia market.
Mayor’s Office of Transportation
Philadelphia, PA 19107 Intersection was recently awarded a new 20-year Street
T 215 686-2142 Furniture Contract in Philadelphia. The agreement
E denise.goren@phila.gov commenced on January 1, 2015 and the contract includes
the deployment of 600 new shelters and other street
furniture assets, including digital advertising structures.

CONFIDENTIAL INTERSECTION MEDIA, LLC 57


7. PROP OSAL RESP ONSE VENDOR QUALIFICATIONS | REFERENCES AND EXPERIENCE

NYC Department of Information,


Technology and Telecommunications
LinkNYC

Expiration Date CityBridge, a New York City–based consortium of leading


3/19/2030* experts in technology, advertising, connectivity and
user experience is bringing LinkNYC, the fastest free
Payment Made in Last Contract Year municipal Wi-Fi, to New York City. CityBridge members
$11,018,983 include: Intersection (formerly Titan and Control Group),
Qualcomm and Comark. Intersection is the managing
Contact member of CityBridge and will continue to be exclusively
Stanley Shor responsible for the sale of advertising on Public Pay
Assistant Commissioner, DoITT Telephones in New York City.
2 Metrotech Center
Brooklyn, NY 11201 Over the next few years, Public Pay Telephones, as we
T 718 403-8024 know them, will be phased out in favor of Links under
E sshor@doitt.nyc.gov the LinkNYC network. LinkNYC is a first-of-its-kind
communications network that will bring the fastest
available municipal Wi-Fi to millions of New Yorkers,
small businesses, and visitors. The five-borough
LinkNYC network, which will be funded exclusively
through advertising revenues, will be built at no cost to
taxpayers and will generate more than $500 million in
revenue for the City over the first 12 years. By replacing
the aging network of public pay telephones with state-
of-the-art Links, CityBridge will transform the physical
streetscape—and New Yorkers’ access to information—
while also creating new local jobs for the development,
servicing and maintenance of the structures.

Online video:
https://player.vimeo.com/video/122984418?autoplay=1

58 CONFIDENTIAL INTERSECTION MEDIA, LLC


7. PROP OSAL RESP ONSE VENDOR QUALIFICATIONS | REFERENCES AND EXPERIENCE

Links are iconically designed connection points that


have state-of-the-art wireless technology and digital
advertising displays. Each ADA-compliant Link structure
will provide:

• 24/7 free Internet access with up to 1-gigabit speed

• Free phone calls anywhere in the U.S.

• A touchscreen tablet interface to access City


services, directions and more

• 911 calls

• Free charging station for your mobile devices

• 12,000 Digital displays for advertising and public


service announcements throughout New York City

* Includes four (4) option years

CONFIDENTIAL INTERSECTION MEDIA, LLC 59


7. PROP OSAL RESP ONSE VENDOR QUALIFICATIONS | REFERENCES AND EXPERIENCE

Pierce Transit
Tacoma, WA

Expiration Date Intersection began operation of the Pierce Transit


06/30/2017 advertising contract in 2006. Pierce Transit covers
292 square miles of Pierce County with roughly 70% of
Payment Made in Last Contract Year the county population. Serving Washington’s second
$750,000 largest county, Intersection manages all advertising
on the Pierce bus fleet and nearly eighty Bus Shelters.
Contact Intersection was awarded a new five-year contract by
Kathy Walton Pierce in connection with a competitive procurement.
3701 96th Street, SW The new agreement commenced on July 1, 2012.
Lakewood, WA 98499-4431
T 253 581-8083
E kwalton@piercetransit.org

60 CONFIDENTIAL INTERSECTION MEDIA, LLC


7. PROP OSAL RESP ONSE VENDOR QUALIFICATIONS | REFERENCES AND EXPERIENCE

Community Transit
Seattle DMA

Expiration Date On March 1, 2010, Intersection began operating as


02/28/2020* the exclusive contractor for Community Transit in
Snohomish County, for the sale of all advertising on
Payment Made in Last Contract Year Community Transit Buses. Community Transit is the
$840,000 main public transit authority of Snohomish County,
Washington. Community Transit Buses operate
Contact within Snohomish County and to downtown Seattle,
Bonnie Ginsberg the University of Washington, and Seattle’s Eastside
7100 Hardeson Road suburbs in King County. We were recently awarded a new
Everett, WA 98203-5834 contract by Community Transit through a competitive
T 425 348-2384 RFP process that extends through 2018. Intersection’s
E bonnie.ginsberg@commtrans.org new contract has an additional two-year option.

* Includes two (2) option years

CONFIDENTIAL INTERSECTION MEDIA, LLC 61


7. PROP OSAL RESP ONSE VENDOR QUALIFICATIONS | REFERENCES AND EXPERIENCE

Sound Transit
Seattle DMA

Expiration Date Intersection was first awarded the Sound Transit


09/30/2024 contract in October, 2006, for a three-year term which
was the first time Sound Transit had their own transit
Payment Made in Last Contract Year advertising program. Intersection successfully won
$1,380,000 a ten-year contract to further develop the revenue-
generating opportunities for Sound Transit in October,
Contact 2014. Sound Transit provides express bus, light rail,
Tim Healy and commuter train services in the urban areas of
401 S. Jackson Street King, Pierce, and Snohomish counties. It operates two-
T 206 398-5062 hundred sixty-five vehicles on twenty-six routes. Light
E tim.healy@soundtransit.org rail consists of a 1.6-mile line in Tacoma and a 14.6-mile
line in Seattle, Tukwila, and SeaTac. The Sounder rail
runs between Everett, Seattle, and Tacoma. Intersection
is in early stages of planning and developing innovative
opportunities for Sound Transit and is in the process of
launching two new stations for the Central Link system.

62 CONFIDENTIAL INTERSECTION MEDIA, LLC


7. PROP OSAL RESP ONSE VENDOR QUALIFICATIONS | REFERENCES AND EXPERIENCE

Kitsap Transit
Seattle DMA

Expiration Date Intersection was awarded an eight-year contract to lead


04/30/2022 the transit advertising program for Kitsap Transit in May,
2014. Kitsap Transit is a public tranportation agency
Payment Made in Last Contract Year serving Kitsap County. It operates one-hundred and
$70,000 twenty buses on forty routes. The system is based in
Bremerton, WA. Kitsap Transit covers Bainbridge Island,
Contact Poulsbo, Kingston, Suquamish, Silverdale, Bremerton,
Steffani Lillie and Port Orchard. Intersection manages the sale of
60 Washington Avenue, Suite 200 advertising on all Kitsap vehicles.
Bremerton, WA 98337
T 306 479-6962
E steffanil@KitsapTransit.com

CONFIDENTIAL INTERSECTION MEDIA, LLC 63


7. PROP OSAL RESP ONSE VENDOR QUALIFICATIONS | REFERENCES AND EXPERIENCE

Chicago Transit Authority


Chicago, IL

Expiration Date Since January 2007, Intersection has served as the


12/31/2019* exclusive contractor for static and digital advertising on
Chicago Transit Authority properties. On January 1, 2010,
Payment Made in Last Contract Year we entered into a new five-year contract with a 5-year
$19,090,000 option term. As the second largest public transit system
in the United States, the CTA operates twenty-four hours
Contact a day and serves about 1.6M passengers each weekday,
Stina Fish offering bus and rapid transit routes throughout the
567 West Lake Street city and adjacent suburban neighborhoods. We have
Chicago, IL 60661-1498 designed, fabricated, installed, and now operate a digital
T 312 681-2717 advertising network on CTA property, including over 200
E sfish@transitchicago.com digital platform displays and 110 Urban Panels. Based on
our performance, the CTA exercised a five-year option,
extending Intersection’s contract until 2020.

* Includes five (5) option years

64 CONFIDENTIAL INTERSECTION MEDIA, LLC


7. PROP OSAL RESP ONSE VENDOR QUALIFICATIONS | REFERENCES AND EXPERIENCE

NJ TRANSIT
New Jersey

Expiration Date Pursuant to an original eight-year agreement,


8/31/2019* Intersection has served as NJ TRANSIT’s contractor
since 2004. We were awarded a new five-year (with two
Payment Made in Last Contract Year one-year extensions) by NJ TRANSIT on July 11, 2012.
$12,030,000 NJ TRANSIT is the third largest public transportation
system and has the largest service area population in
Contact the United States. The franchise includes 2,100 buses,
Krista Smokowski 845 rail cars, 106 light rail vehicles, 2,200 station
One Penn Plaza East posters, 30 bridges with advertising, and 1,500 platform
Newark, NJ 07105 banners and station dominations. Since the inception
T 973 491-7335 of the Contract, we have increased sales and occupancy
E ksmokowski@njtransit.com by adhering to our Sales and Marketing Plan and adding
numerous new media formats. Intersection operates a
216-display digital advertising network on NJ TRANSIT
properties.

* Includes two (2) option years


** 62.5% on the first $13M and 70% rev share on excess of $13M

CONFIDENTIAL INTERSECTION MEDIA, LLC 65


7. PROP OSAL RESP ONSE VENDOR QUALIFICATIONS | REFERENCES AND EXPERIENCE

Massachusetts Bay Transportation Authority


Boston, MA

Expiration Date Intersection operates a thirteen-year long advertising


06/30/2018* agreement with the Massachusetts Bay Transportation
Authority (MBTA). As the oldest and fifth largest mass
Payment Made in Last Contract Year transit system in the U.S., the MBTA maintains 183 bus
$14,340,000 routes, three rapid transit lines, five streetcar routes,
four trackless trolley lines, and thirteen commuter rail
Contact routes, serving a population of 4,667,555. Intersection
Rose Yates has advertising rights to the agency’s full fleet of buses,
Ten Park Plaza, Room 6720 subway cars, commuter rail coaches, and trolleys, rail
Boston, MA 02116 platforms, station dominations, and digital advertising.
T 617 222-5559 Intersection’s Digital Advertising Network includes 80
E ryates@mbta.com digital screens at seven MBTA stations, successfully
enriching passenger experience and generating
significant revenue.

Intersection recently launched a pilot beacon program


at 10 MBTA stations, with the possibility of expanding
this program to 17 stations. Initially, the beacons will
work with third-party mobile apps but Intersection
is integrating the SDK into an MBTA app, allowing the
MBTA access to important user data that can be used to
improve the rider experience.

* Includes three (3) option years


** 62.5% on the first $13M and 70% rev share on excess of $13M

66 CONFIDENTIAL INTERSECTION MEDIA, LLC


7. PROP OSAL RESP ONSE VENDOR QUALIFICATIONS | REFERENCES AND EXPERIENCE

OTG Management - Airport Concierge

Intersection designed and built an iPad-based point


of sale platform to help OTG Management extend the
reach of our award-winning restaurants and retail
offerings into the gate terminals at Minneapolis-St. Paul,
LaGuardia, JFK, Orlando, Chicago, and Toronto airports.

The design includes a custom-built iOS application


with a point-of-sale and order management system,
business intelligence, integrated flight status data, and
CRM systems. The custom mobile device management
platform also allowed OTG to deploy and manage 7,000
iPads in airports across North America—the largest
public-use iPad deployment outside of Apple retail
stores.

For travelers, the iPad-based platform allows them to


browse the web and have food and amenities delivered
directly to seats in the gate area. For OTG, the platform
reduced costs and transformed one of the largest pieces
of airport real estate into a major point of sale. Designed
to be a flexible service delivery framework, OTG now
has the ability to provide new offerings and sources of
restaurant and retail revenue.

Online video:
https://player.vimeo.com/video/65601097?autoplay=1

CONFIDENTIAL INTERSECTION MEDIA, LLC 67


7. PROP OSAL RESP ONSE VENDOR QUALIFICATIONS | REFERENCES AND EXPERIENCE

MTA On-the-Go Interactive Wayfinding Kiosks

The Metropolitan Transportation Authority (MTA) and


New York City Transit have partnered with Intersection
to create new digital touchpoints that deliver services
to daily commuters and visitors, as well as help the MTA
develop innovative ad revenue models.

The new On-the-Go interactive HD displays deliver


real-time information to passengers, including easy-
to-understand, visual station directions with transfers
and service alerts, countdown to train arrival, and a
digital content loop that will be used for train arrival
and MTA announcements, emergency messaging, and
advertising.

Over 100 units are currently installed, and we are already


helping more than 50,000 users navigate every month
in our first deployed station. Intersection’s innovative
information platform is changing the commuting
experience as we know it.

Online video
https://player.vimeo.com/video/90556579?autoplay=1

68 CONFIDENTIAL INTERSECTION MEDIA, LLC


7. PROP OSAL RESP ONSE VENDOR QUALIFICATIONS | REFERENCES AND EXPERIENCE

Amazon.com and MTA Transactional


Digital Out-Of-Home Advertising

For the 2014 holiday season, Intersection’s New York City


MTA digital information kiosks showcased custom-built
transactional ads from Amazon.com to a captive subway
audience, creating the first network of Digital Out-Of-
Home (DOOH) storefronts in the busiest transit system
in the Americas.

The digital kiosks greet commuters with curated


products from Amazon’s Consumer Electronics Holiday
Gift Guide, showcasing select products to 1.2 million
riders per day. Commuters can easily browse the latest
gaming consoles, wearables, headphones, and cameras
on the kiosks and push a selected product to their
phone via SMS, email or scan to complete the purchase—
all while waiting for their train.

This new ‘underground mall’ redefines Out-Of-Home


advertising and adds a new point of purchase and brand
engagement for Amazon.com.

Online video:
https://player.vimeo.com/video/121494731?autoplay=1

CONFIDENTIAL INTERSECTION MEDIA, LLC 69


7. PROP OSAL RESP ONSE VENDOR QUALIFICATIONS | REFERENCES AND EXPERIENCE

Contract Termination or Default


After thirteen months of good faith negotiations, Titan In order to withstand this unprecedented global
Outdoor LLC ("Titan"), now known as Intersection economic downturn and to put Titan onto strong
Media LLC, and the Metropolitan Transit Authority in and stable financial footing, Titan approached each
New York (the "MTA") failed to reach an agreement on a TA partner, and requested contract amendments to
restructured contract. The MTA ended its contract with reflect the new realities of the advertising market.
Titan on February 23, 2010 and exercised its option to During the negotiations, Titan paid each TA the revenue
call the letter of credit. The MTA is the only agency that share required by the underlying agreement. 19 of 20
refused to either i) restructure the contract or ii) re-bid of these TAs agreed to Titan’s proposal and executed
the contract pursuant to a negotiated settlement with the resulting amended agreements. The amended
Titan. agreements resolved all outstanding issues between
Titan and the TAs and Intersection is in good standing
During 2009, Titan received a number of default notices with each of our TA partners.
from its Transit Authority (TA) partners. Except for the
MTA, those default notices were not acted upon and Our financial performance in 2014 was the best in
each TA executed amendments to the agreements that our history. We generated approximately $236M of
resolved the default and arrearages in full. The recession revenue and approximately $24.7M in EBITDA in 2014 by
of 2008–2009 brought about a material change in managing over 28 major-market advertising contracts.
the advertising marketplace. The overall advertising We are on track for 2015 to be even better with a forecast
spend in North America declined. This decline had a of over $265M in revenue and $32M year-end EBITDA.
disproportionately harsh impact on outdoor advertising
– especially the Transit and Municipal advertising Intersection has the experience, drive, creditworthiness
industry. The significant decline in the 4th Quarter of and financial strength to manage the Seattle Street
2008 and all of 2009 was experienced by the entire Furniture Program. In fact, Intersection is financially
media industry and was indicative of the worsening stronger than ever before due to the transaction
economic climate. Like other players in the OOH industry described in the Cover Letter and the Background and
in 2009, Titan experienced an approximately 14% decline Experience Section.
in revenue as compared to 2008.

70 INTERSECTION MEDIA, LLC


7. Proposal Response
Approach to
Scope of Work
Intersection is an urban
experience company that
combines expertise in technology,
user experience, and interactive
engagement to improve life in
cities around the world. We believe
the combination of technology,
innovation and advertising can
provide a unique solution for the
City of Seattle.

Intersection was formed through a $264M strategic


investment from a consortium of investors led by
Sidewalk Labs (a recently launched partnership between
Dan Doctoroff and Google), senior management and
well-respected private family investors that are eager to
commit more capital to invest in urban infrastructure
innovations throughout the country and the world.
7. PROP OSAL RESP ONSE APPROACH TO SCOPE OF WORK

LinkNYC is a project that has been in


development for more than three years. We
have addressed countless technological
challenges, streamlined a manufactured
product and created a one-of-a-kind user
experience platform that we believe will
transform what people expect in cities
around the globe. We have begun deploying
7,500 Links in New York City, and our
experience conceiving and executing this
product will make us an invaluable partner
to the City of Seattle.

The photos on the following page illustrate the first ever Link unit
being installed at 15th Street and Third Avenue in New York City.

72 INTERSECTION MEDIA, LLC


Building on our experience
bringing the LinkNYC network to
life in New York City, Intersection
is ready to deploy the proposed
LinkSeattle network immediately
upon commencement of the
Agreement. We have outlined
our proposed approach on the
following pages.
7. PROP OSAL RESP ONSE APPROACH TO SCOPE OF WORK

Intersection will work collaboratively with the City of Seattle


to create a Coordinated Street Furniture program that
provides amenities, including free Gigabit Wi-Fi, to increase
the livability of the City by improving customer service,
enhance the appearance of the streetscape, and generate
significant revenue.
Program Offering

The convergence of digital and physical human Our Recommendation


experiences is at the core of our Proposal. Much like Our vision for Seattle is to deploy at least 200
the online services that we love and use everyday like LinkSeattle kiosks throughout the City and 90 bus
Facebook and Google, our approach in this Proposal is shelters, both Wi-Fi enabled with speeds up to
to build the best possible platform for Seattle at no cost 1-Gigabit, that will create an incredible new platform
to City residents, visitors and businesses. We imagine for communication, wayfinding, innovation and civic
LinkSeattle ushering in new ways for people to navigate engagement, and public service amenities.
through the City, new ways to communicate with each
other regardless of background, ability, or financial This new infrastructure of technology will be accessible
standing. It will also enable businesses to flourish to everyone who lives, works or visits Seattle. The
and add to the existing allure of Seattle as a hub for structures will be evenly distributed throughout the
startups and mature businesses. It will help to surface RFP zone ensuring accessibility for everyone, as well as
insights about the City which will power positive change maximizing reach and impressions to provide Seattle
by equipping city planners, as well as the developer the strongest advertising revenue stream.
ecosystem, with tools to make Seattle an even more
incredible City. The free-standing Links will incorporate a tablet
interface which will enable a variety of uses from
access to City services, free phone calls, local search,
wayfinding and listings. The tablet experience could be
constantly updated to reflect the evolving needs of the
City. Intersection will work with the City of Seattle and
our technology partners to introduce new products and
apps into the tablet to ensure that it remains a vital tool
for residents and visitors.

Description of Street Furniture Requirements Response

Total Number of Shelters to Be Provided Minimum of 90

Total Number of Multi-Functional Kiosks to Be Provided Minimum of 200

The Total Number of Individual Advertising Panels Minimum of 580

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 Per Furniture Type 2

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

INTERSECTION MEDIA, LLC 75


7. PROP OSAL RESP ONSE APPROACH TO SCOPE OF WORK

Great communication is for everyone. The


LinkSeattle platform will be open to services
large and small, established and emerging —
solidifying the City’s status as a global center
for innovation and staying true to our ethos
that big ideas can come from both hallowed
halls and humble origins.

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.

Moreover, users will have their choice of communications provider. From


Facetime to WhatsApp, Ooma, and AT&T, and other major communications
apps, we will let communications providers compete, ensuring that costs are
kept competitive and LinkSeattle’s features remain relevant.

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.

76 INTERSECTION MEDIA, LLC


7. PROP OSAL RESP ONSE APPROACH TO SCOPE OF WORK | MAP LOCATION

1. Geographic Limits, Shelters, and


Multifunctional Information Kiosks

Zayo Fiber
Integra Fiber

Streetcar Bus LinkSeattle


Legend Stations Shelters Network

INTERSECTION MEDIA, LLC 77


7. PROP OSAL RESP ONSE APPROACH TO SCOPE OF WORK | MAP LOCATION

1. Geographic Limits, Shelters, and


Multifunctional Information Kiosks

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

78 INTERSECTION MEDIA, LLC


7. PROP OSAL RESP ONSE APPROACH TO SCOPE OF WORK | MAP LOCATION

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).

INTERSECTION MEDIA, LLC 79


7. PROP OSAL RESP ONSE APPROACH TO SCOPE OF WORK | STREET FURNITURE

2. Description of Street Furniture:


Informational Kiosks

Accommodating Municipal Wi-Fi for Providing Public Information and


All Residents and Visitors Remote City Services

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

Mobile Free Public


City Hall Gigabit Wi-Fi Responsive City
+ Free local phone calls + Bluetooth beacon provides
+ 911-dedicated ADA- + Fastest public Wi-Fi mobile integration and
compliant button available proximity data
+ Free companion mobile + Up to 200x faster than + Sensors provide urban data
app for integration, average public Wi-Fi insights
deeper functionality, and + Dedicated to bringing fiber + Opportunity to collaborate
connection to City services to at least 290 locations with top Seattle academic
+ Human-scaled form factor and any additional institutions
+ Tablet interface includes locations with digital + Internet-of-Things channel
making video calls, advertising for City and Emergency use
accessing City services, + Provides a 150’ Wi-Fi radius + Can provide urban
and wayfinding + Enhanced cellular wayfinding and emergency
+ Open data platform performance and capacity response function
to support bottom-up + Seamless experience above
innovation and community and below ground
engagement

80 INTERSECTION MEDIA, LLC


7. PROP OSAL RESP ONSE APPROACH TO SCOPE OF WORK | STREET FURNITURE

Interactive Features + Phone FRONT


Charging Stations
Speakers

The customer interface is the


interactive touchpoint where the
public will directly engage with Android
the system to access a variety of Tablet

services; from interactive apps, to Tactile Key Pad

communications, payments, and 911 Audio

even mobile device charging. Headphone Jack

Quick Charge 2.0

NFC

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.

TOP SIDE

Features

Designed for A User-Centered More than a


Performance & Iconic Design Digital
Evolution Billboard
+ Energy efficient and
+ Easily upgradable hardware powered by clean energy + Defines next evolution of
+ Open source platforms to + Rugged and flexible OOH advertising
avoid vendor lock + Universally accessible and + More revenue and better
+ Cutting edge small-cell ADA compliant local benefit: sold by
technology to expand + A scalable design that is impressions, not inside
coverage and improve durable and robust, yet a four-week loop, and
cellular performance elegant and timeless therefore affordable to
+ Major technology refreshes + A valuable and enjoyable smaller advertisers
planned for every four experience for all users + Driven by rich data insight
years and intelligence, attracting
new budgets
+ Open to both
programmatic and direct
advertising buys
+ Responsive to the world
around it

INTERSECTION MEDIA, LLC 81


7. PROP OSAL RESP ONSE APPROACH TO SCOPE OF WORK | STREET FURNITURE

This Street Furniture Program is a chance for Seattle to build


a bridge to the future, to move past the inequalities and
limitations of the past and usher an era of new opportunities.

A Human-Centered Focus on A Welcoming and


Form Factor Functionality Timeless Appearance

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.

The main casing of the kiosk is


aluminum, a material which is
attractive, durable, easy to service
and conducive to cooling internal
components. The large displays are
fronted by tempered and laminated
glass, and interface panels and vent
areas are painted powder-coated
aluminum. These high quality
materials hold up to abuse and
vandalism, ensuring the longevity of
the Link. Also, to enhance security,
each Link is equipped with built-in
video cameras.

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Maintainability and Future


Durability Flexibility

Maintainability and durability were From the perspective of the


key considerations in the design technology that will power and
of the Link. The modular design of enable many of the Link’s first
exterior and interior components generation features, our approach
means that servicing damages or is centered on providing a modular
basic wear and tear is simple and framework for current and future
economical, since parts can be technology, as well as being a
easily removed and replaced. Large conduit for innovation around
metal face panels were given a second and third generation
surface texture which, while being iterations.
visually interesting, also diminishes
the appearance of scratches and is We are already planning technology
less appealing to vandals. Finally, upgrades over the next five years,
the uncluttered and gapless fit budgeting for a major technology
of the exterior panels makes the refresh in 2020, and have specified
Link easy to clean, and there are equipment that would allow each
no nooks or horizontal surfaces to Link be upgraded to state of the art
attract or accumulate refuse. connectivity speeds.

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Comparative Network Speeds


Average Public Wi-Fi in US Cities: 8.6 Mbps

Average LTE in US Cities: 5-17 Mbps

Time Warner: 28.7 Mbps

Verizon Fios: 100 Mbps

Xfinity: 65.0 Mbps

Optimum: 55.0 Mbps

LinkSeattle Free Gigabit Wi-Fi

Bandwidth: 100 200 300 400


Mbps Mbps Mbps Mbps

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Intersection is committed to bringing


Seattleites the fastest public Wi-Fi available
through a people-first approach.

1 Gbps

600 700 800 900 1,000


Mbps Mbps Mbps Mbps Mbps

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LinkSeattle is revenue-generating.

Our design can not only generate significant


ad revenue for the City, it can also enable
effciencies to help public agencies and other
organizations operate more effectively.

An Advertising Friendly Format Advertising—Synchronized

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.

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LinkSeattle is for everyone.


All residents and visitors stand to receive the
benefits of LinkSeattle and the innovations it
engenders, regardless of budget.
Responsive Digital: Effective and Egalitarian Big Data, Big Impact

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.

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LinkSeattle is personal and private.

Users want to know their use of the


Network is secure and their data stays
safe. With LinkSeattle, the City will have a
free public Wi-Fi network with the highest
privacy standards.

A Personalized Experience Smart Cities Do Not Equal Surveillance Cities

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.

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LinkSeattle is earth-friendly.

Intersection is committed to environmental


stewardship. We have looked to take a holistic
approach to sustainability, with a focus on
energy efficiency. Manufacturers have made
vast improvements in energy-conscious
initiatives, which we have leveraged to make
the design of the Link as efficient as possible.
Conserving Energy The Lifespan of the Link

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:

+ A state-of-the-art LED-backlit LCD screen that


consumes approximately 60% less power than Cold
Cathode Fluorescent Tubes
+ An LCD screen that uses auto brightness, saving
approximately 30% power over standard
+ Solar filters reduce the need for high power,
noisy cooling systems typically seen in
competing solutions
+ Industrial-grade components designed to function
at high temperatures lower the need for cooling
without compromising performance
+ Ultra-low-power and high-performance
processor chips
+ Passive design for cooling where applicable and the
use of aluminum for better thermal dissipation
+ High-efficiency power supplies providing 80% or
better efficiency, compared to 65-70% of typical
components
+ Materials with recycled content wherever possible
+ The use of 100% clean energy to power the
LinkSeattle Network

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LinkSeattle is context-sensitive.

Our design has a recognizable look for


diverse built environments. The consistent
expression and customer user interface
panel ensure recognizability.

Configuration

After studying various configurations, we opted for a


slim configuration that features large displays on two
sides. Several generations of kiosk development, as
well as user and market research, have proven that our
proposed solution is the best way to deliver a dynamic
and effective user experience while also providing
valuable opportunities for brands to interact with their
audiences. We decided that the interactive engagement
with the Link is really a one-on-one experience that
should have a more private and personal screen. Based
on this understanding, we turned the narrow sides into
a more personal customer interface. The large displays
are designed to offer public service announcements
interspersed with advertising, while a smaller
touchscreen display is embedded in a tablet interface
panel that accommodates all personal communications,
information, and transaction features.

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Bluetooth Beacon Small Cell Array (4 small cells) Gigabit free public
Wi-Fi Access Point

LED Light Box

Programmable LED light

Sealed Power &


Network Enclosure

Sealed System 55” LCD’s for Advertising Display


Enclosure
Impact resistent
Blower Fan Glass Shield
Enclosure

Removable, filtered
Fan Plex Air Intake panel

Customer Interface

Sensor Board
Textured Aluminum
Power Distribution Unit Removable Access Panel

Network Switch

Cast Aluminum Frame


Street Power

LED Ground Unit

Third Layer Second Layer First Layer

Understanding Our Environment Universal Operating Platform: Android

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.

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The Community Context

In additiona to how LinkSeattle will impact individuals,


we also considered the needs and interests of other
groups that help shape the fabric of the City. We look
forward to meeting with business improvement districts,
community boards, arts organizations, volunteer
organizations, interest group meet-ups, and other groups.
Video Calling Public Notices Free Gigabit Wi-Fi
"Hi Mom! I forgot to charge my phone Link displays can rotate through 1 minute in the life of a student:
again. I’m catching a quick charge local parking notices, locally 1,500 photos backed up; full HD
now. Then I’m headed to soccer relevant civic announcements, and movie downloaded; homework
practice with Ricardo and will be advertisements, as well as showing checked in to Blackboard; source
home by 7PM." a rotating display of art and photos code checked into GitHub.
geotagged to the area.

Responsive Art Installation Wayfinding Creating a Memory


"Check it out! My friend coded a "Let’s check the Link to see the best Simple tools within the LinkSeattle
visual piece on Union Street that way to get to the Pike Place Market app would allow residents the
uses real-time network traffic, Oh, cool! We can take a Pronto Bike ability to post notices or book
sounds, and temperate, turning Share!" advertisements on the Link displays
the City into an interactive art to celebrate a birthday, advertise an
installation." event, or pop the question!

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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.

HEADPHONES: We have eliminated the failure-prone handset. The Link allows a


user to connect their headphones for additional privacy, hygiene, and fidelity.

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

With the LinkSeattle network, we imagine a wayfinding experience that makes


it easy for visitors and natives alike to find their destination. In addition to basic
directional capabilties, the tablet interface could provide sight-seeing routes
and recommendations on nearby points of interest. There is also the potential
to have the same experience through the LinkSeattle app on a personal device.
Visitors could potentially be provided with recommendations for popular
sightseeing and wayfinding apps for their use.

A GLOBAL DESTINATION & A GLOBAL COMMUNITY: With millions of visitors


each year, free gigabit Wi-Fi will be a great attraction, while native language and
multi-modal wayfinding will be a great comfort.

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.

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The City Context

We explored how the LinkSeattle network and the data from


a Link could positively impact the City of Seattle. For this
scenario, we considered how LinkSeattle could uncover urban
design and planning insights, provide greater access to City
services and create a catalyst for greater civic participation.

Public Safety Messaging Internet-of-Things Civic Engagement


A Link could show current storm From City buses and municipal Through an easy-to-use interface
warnings and notices. Responsive vehicles to personal wearables on the Link tablet, Seattle residents
wayfinding could also be used for and fitness trackers, everything’s could more readily participate
emergency situations or crowd- talking. LinkSeattle’s public free in public policy through polling,
control during events. gigabit Wi-Fi makes Seattle the participatory budgeting, and
nexus of the Internet of Things. potentially voting.

Easy Transportation At Risk Services/Info


Whether a taxi, Uber, or paratransit, LinkSeattle provides 911 and can
we could call a ride to a Link in a connect to City services that provide
single click. assistance to at-risk individuals
including homeless, mentally
challenged, and special needs.

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Public Policy

Through an easy-to-use interface on the Link tablet, Seattle residents


can more readily participate in public policy. For example, citizens could
use a polling app to tell their elected officials what is important to them.
This approach could apply to public polling, participatory budgeting, and
potentially even voting. Two-factor authentication with NFC would also be
possible through a secure login for personal and City services.

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.

A TOOL FOR CIVIC ENGAGEMENT: By bringing City Hall to neighborhoods


across the City, we see tremendous potential in using the Link as a platform
for civic engagement, especially as a tool for public polling. We see the Links
as providing a powerful way to reach out to Seattleites throughout the various
neighborhoods, providing the City with stronger data and insights into public
opinion. Finally, the Link consumer interfaces will contain features such as
way-finding, City profile interactions, and voting tools which would all benefit
from being extended into a larger app universe, giving citizens and the City
more ways to communicate with each other.

NEXT-GENERATION URBAN DESIGN: Intersection is committed to partnering


with City agencies and local academic institutions to explore the potential
uses of LinkSeattle data around urban design, transportation, and city
planning. Most importantly, we know that we will not think of all the use cases
of how LinkSeattle could be used to make our City better. We believe, however,
that by keeping it open to the researchers, the City, and commercial interests,
we will engage the talents and creativity of the whole City to keep the platform
vibrant and to get the maximum long-term value out of the system.

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The Commercial Context

This valuable and affordable advertising platform to national


and local businesses provides a responsive digital approach
to OOH. Cross-Device storytelling can be responsive to the
world and people around it, maximizing advertising revenue
and providing a better consumer experience. In addition, an
open ad interface can drive innovation.
Responsive Campaigns An Accessible Platform A Synchronized Experience
To promote the Seattle Seahawks, Small local shops are able to access A user can opt-in to a personalized
an adjacent restaurant’s campaign a variable quantity of targeted experience, allowing LinkSeattle to
will run during specific times impressions on the LinkSeattle remember choices, coordinate with
in areas with a high potential platform, creating affordable and loyalty programs and allow coupons
concentration of football fans. effective advertising strategies. to be transferred to the user’s
device via NFC or Bluetooth.

Context Driven An Open Platform Cross-Device Storytelling


Advertising is driven based on By keeping the LinkSeattle platform During the release of the next
aggregate and anonymized open, the use of platform will more superhero movie, we could play a
population demographics. For quickly become innovated upon by limited-motion video advertisement
example, Bluebird Microcreamery developers in Seattle’s robust tech for the film on the Link, while nearby
and Brewery in Capital Hill could community. mobile users would see a full trailer,
place ads to be triggered by local show times, and purchase
temperature on a hot day. options.

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Transmedia Storytelling

Taking advantage of the advances in programmatic


advertising and proximity technology, we will be able to
provide a relevant and harmonized experience between
a mobile device and a Link. The user experience example
shows how the campaigns for a specific feature might
be tailored for an ad buy that spans mobile and OOH
media. During the release of the summer’s blockbuster
superhero movie, we could play a limited-motion ad with
a companion trailer on a nearby users phone. We can
further use this personalization to show the user that
there is a screening nearby and even present them with
the option of buying tickets.

RESPONSIVE DIGITAL OOH: The Link contains a


collection of cutting-edge technology, including
Bluetooth beacons, Wi-Fi and other technology
that provides contextual awareness (geo-fencing,
temperature sensors, etc). The combination of these will
allow LinkSeattle to deliver advertising based on the
audience behaviors sensed in proximity. We’ll be able to
TRANSMEDIA
achieve this ADVERTISING
through dynamically changing creative via a
custom content management system.

GENERATING DATA INSIGHTS: The beacons and other


sensors that are part of our LinkSeattle design allow
us an opportunity to generate millions of live micro-
location data points, give powerful behavioral insights
about audiences and ROI measurements and analysis in
real-time.

MUCH MORE THAN A DIGITAL BILLBOARD: LinkSeattle


can provide the opportunity for:
+ More revenue and better local benefit: sold by
impressions, not in a loop per 4-week period, and
therefore affordable to smaller advertisers
+ Driven by rich data insight and intelligence
attracting new budgets
+ Open to both programmatic and direct
advertising buys
+ Responsive to the world around it
+ Creates a relevant environment, not a noisy
cluttered one
+ Operating within a technological ecosystem
that understands changes in mobile, online, and
geographic location, able to tap more markets and
generate more revenue for the City

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2. Description of Street Furniture:


Bus Shelters

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
Copyright ©
© 2015,
2015, All
AllRights
RightsReserved
Reserved Seattle
Seattle Coordinated
CoordinatedStreet
StreetFurniture
FurnitureProgram
Program View 22
Standard Transit Shelter Rendering View 9

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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
Copyright ©
© 2015,
2015, All
AllRights
RightsReserved
Reserved Seattle
Seattle Coordinated
CoordinatedStreet
StreetFurniture
FurnitureProgram
Program Canopy Transit Shelter Rendering 11

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Bus Shelter | Option #1

Copyright ©
© 2015,
2015, All
AllRights
RightsReserved
Reserved Seattle
Seattle Coordinated
CoordinatedStreet
StreetFurniture
FurnitureProgram
Program Context Rendering
Standard Transit Shelter Context 10

NOTE: THIS TRANSIT SHELTER HAS


ONE DOUBLE SIDED DISAPLAY
72” HIGH BRIGHTNESS LCD DISPLAY

Copyright ©
© 2015,
2015, All
AllRights
RightsReserved
Reserved Seattle
Seattle Coordinated
CoordinatedStreet
StreetFurniture
FurnitureProgram
Program
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7. PROP OSAL RESP ONSE APPROACH TO SCOPE OF WORK | STREET FURNITURE

NOTE: THIS TRANSIT SHELTER HAS


ONE DOUBLE SIDED DISAPLAY
72” HIGH BRIGHTNESS LCD DISPLAY

NOTE: THIS TRANSIT SHELTER HAS


ONE DOUBLE SIDED DISAPLAY
72” HIGH BRIGHTNESS LCD DISPLAY

Copyright ©
© 2015,
2015, All
AllRights
RightsReserved
Reserved Seattle
Seattle Coordinated
CoordinatedStreet
StreetFurniture
FurnitureProgram
Program

ts Reserved
hts Reserved Seattle
Seattle Coordinated
CoordinatedStreet
StreetFurniture
FurnitureProgram
Program Standard Transit Shelter Specifications 14
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Bus Shelter | Option #2

NOTE: THIS TRANSIT SHELTER HAS TW O


DOUBLE SIDED DISPLAYS [ TOTAL OF 4 F ACES M AX IM UM ]
IF THE SHELTER IS LOCATED IN A POSITION W HERE
Copyright ©
© 2015,
2015, All
AllRights
RightsReserved
Reserved
ONLY THE F RONT IS V ISIBLE THEN A M AX IM UM OF TW O Seattle
Seattle Coordinated
CoordinatedStreet
StreetFurniture
FurnitureProgram
Program Context Rende
Canopy Transit Shelter Context
F ACES W ILL BE USED. ON OTHER W ORDS, THIS UNIT
HAS A TOTAL OF TW O TO F OUR DISPLAY F ACES.

102 Copyright ©
© 2015,
2015, All
AllRights
I N T E Reserved
Rights RReserved
SECTION MEDIA, LLC Seattle
Seattle Coordinated
CoordinatedStreet
StreetFurniture
FurnitureProgram
Program
7. PROP OSAL RESP ONSE APPROACH TO SCOPE OF WORK | STREET FURNITURE

NOTE: THIS TRANSIT SHELTER HAS TW O


DOUBLE SIDED DISPLAYS [ TOTAL OF 4 F ACES M AX IM UM ]
IF THE SHELTER IS LOCATED IN A POSITION W HERE
ONLY THE F RONT IS V ISIBLE THEN A M AX IM UM OF TW O
F ACES W ILL BE USED. ON OTHER W ORDS, THIS UNIT
HAS A TOTAL OF TW O TO F OUR DISPLAY F ACES.

Copyright ©
© 2015,
2015, All
AllRights
RightsReserved
Reserved Seattle
Seattle Coordinated
CoordinatedStreet
StreetFurniture
FurnitureProgram
Program Canop

Seattle
Seattle Coordinated
CoordinatedStreet
StreetFurniture
FurnitureProgram
Program I N TSpecifications
Canopy Transit Shelter ERSECTION MEDIA, LLC 15 103
7. PROP OSAL RESP ONSE APPROACH TO SCOPE OF WORK | STREET FURNITURE

Copyright ©
© 2015,
2015, All
AllRights
RightsReserved
Reserved Seattle
Seattle Coordinated
CoordinatedStreet
StreetFurniture
FurniturePrP

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7. PROP OSAL RESP ONSE APPROACH TO SCOPE OF WORK | STREET FURNITURE

erved
served Seattle
Seattle Coordinated
CoordinatedStreet
StreetFurniture
FurnitureProgram
Program Sidewalk Grades Up to 15% 16

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Ongoing support and maintenance would be provided


through the life of the Contract, shifting from
maintaining the existing shelters to the new ones as
deployment continues.

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.

The next critical steps are making any necessary


refinements to the Link kiosk designs, and placing
necessary parts orders to begin production. We would
also begin design documentation for Link sites and
shelters. We expect necessary City approvals of those
designs to take approximately four months, at which
point we’d move to manufacturing. We would move
forward with the implementation plan once we have
visibility into the approval process. That would include
finalizing siting requirements and necessary surveys,
preparing permitting applications, retaining civil
construction crews, and similar deployment preparation.

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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.

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Subconsultants

Kramer Design Associates (KDA)


Industrial Designers
Kramer Design Associates (KDA) is an award-winning,
internationally renowned design firm specializing in
three core areas of practice: signage programs, street
furniture, and media architecture.

The significant experience gained by KDA throughout


decades of operation, both locally and abroad, provides
their Client’s with the competitive knowledge and
expertise to design, develop and implement custom
project-specific strategies and solutions.

KDA will be collaborating with CIVIQ Smartscapes and


Intersection to design custom bus shelters for the City
of Seattle

Example Project | City of Vancouver TransitLink Vancouver Street Furniture Program

Example Project | City of Toronto Street Furniture Program

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Example Project | Regional Municipality of York

Example Project | Regional Municipality of York

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Subconsultants

CIVIQ Smartscapes Black & Veatch


Fabricators Installation, Project Management, Engineering
CIVIQ Smartscapes designs and manufactures Founded in 1915, Black & Veatch is a leading global
interactive "smart city" communications structures engineering, consulting and construction company,
that provide access to and enhance public specializing in telecommunications.
information, commerce, safety and efficiency to Their employee-owned company has more than 100
create "smartscapes"—the future of intelligent urban offices worldwide and is among the Forbes "500 Largest
infrastructure. By pulling the best technology and most Private Companies in the United States." They have been
relevant partners together, CIVIQ Smartscapes is able ranked by Engineering News-Record as the industry’s
to design, manufacture and deliver turnkey networked No. 1 design firm in Telecommunications, No. 2 in Power
structures that provide cities with a range of beneficial and are consistently in the Top 10 in Water. They are also
services and capabilities, covering up to 100 percent of leaders in more than 20 categories among design firms,
the cost through advertising revenue. contractors and environmental companies worldwide.

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:

• Conceptual and preliminary engineering


• Procurement
• Engineering design
• Management consulting
• Construction
• Asset management
• Environmental consulting
• Security design and consulting

Black & Veatch will provide expert program


management processes managed by experienced,
certified project managers for on-time, on-budget, and
high-quality site execution for the LinkSeattle kiosks
and bus shelters.

They will also provide vertically integrated services


including in-house consultants, project managers,
engineers, site acquisition, and construction resources
for the entire life cycle of the project, offering better
control over project variables.

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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

Installation | Contruction Management


Ongoing Maintenance
LinkSeattle
Planning and Design
Kiosk Strategy
Approvals
Software Development
Implementation Plan
Manufacturing
Installation | Construction Management
Network Build and Rollout
Ongoing Support and Maintenance
Advertising
Pre-sales Marketing
Ad Sales
Sponsorship Sales
Public Engagement
Kick Off Meetings w/ Key Municipal Stakeholders
Synthesize Findings and Validate w/ Stakeholders
Socialize Concepts w/ Outside Orgs | Public
Drive Local Business Outreach Effort
Launch Public Education Effort
Street Teams | Encourage Adoption of Furniture
Provide Customer | Community Support

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4. Program Planning and


Public Engagement Plan

Intersection has a unique and compelling approach Business Outreach


to public engagement with all our stakeholders, In addition, we will leverage our deep ties to the
including our municipal partners, our advertising community to create innovative and valuable
partners, and the residents, workers and visitors who partnership opportunities for local advertisers that will
utilize our Links on the streets. Led by Jen Hensley, an connect them with their key customers driving sales
experienced community engagement specialist, and and awareness. Our platform allows for more creative
in close collaboration with our local management and advertising programming that leverages the anonymous
sales executives, our External Affairs team will ensure aggregated data generated from LinkSeattle including
that Seattle gets the most out of its Coordinated location information and user demographics to create
Street Furniture Program. By understanding needs more targeted messaging. We’ve seen the value of this
of key stakeholders and users, validating outcomes, for national brands and local advertisers alike and think
incorporating feedback, educating the public and there is significant potential to leverage the advertising
providing ongoing support and feedback mechanisms, platform to reinforce the public engagement approach
we will ensure a practical and attractive outcome as and drive value for the City.
well as early buy-in and adoption - critical success
components. Educate and Support
Following initial engagement efforts, we will also work
Understand, Validate, Incorporate with the City of Seattle to promote widespread adoption
Intersection understands the importance of street life of the Link services, including free Wi-Fi usage, leading
and design in Seattle and that technology adoption can up to and after deployment. Our approach will include
be a challenge. New Bus Shelters and Links will appear message development and dissemination through key
on city streets for many years to come and success channels identified in conjunction with the City and
of the project will hinge on broad user adoption. To on-street teams trained to be at kiosk locations at
facilitate public buy-in and acceptance across multiple deployment to assist the public in using the interface,
groups of stakeholders, Intersection will, as soon as creating awareness and providing technical support.
the Announcement of Successful Proposer occurs, We also have a robust ongoing support services plan,
assemble a team to meet with key Seattle stakeholders including dedicated customer service representatives
to understand and align on desired user experiences who will work closely with the City’s Customer Service
and functionalities. The focus of our approach will bring Bureau, emergency management and communications
together business viability, human desirability and agencies to coordinate messages and ensure the
technical feasibility to meet Seattle objectives and user network functions as an extension of existing City
needs. services.

Following initial meetings, Intersection will synthesize Operational Commitments


and feedback findings to validate with key stakeholders We believe that the best franchisees for any city are
and socialize with the broader public. Success will integrated into the local community, that the product
depend on the active participation of the City and must be state of the art, clean and in good repair at all
key agencies but during this initial engagement, and time, and that the user experience must be prioritized
throughout design, development and deployment, above everything else. Intersection will combine these
Intersection will leverage relationships built through operational commitments with deep local knowledge
our local sales office to strengthen ties with City and longstanding community partnership to deliver
stakeholders including relevant business associations significant value to the franchise, and to the City while
such as the Seattle Chamber of Commerce, GSBA transforming the streetscape into an ultra-fast, state of
(Greater Seattle Business Association), Art 4 Culture, the art information network at no cost to the public.
Downtown Seattle Business Association, South Lake
Union Chamber of Commerce, Visit Seattle and the
Washington State Convention Center, transit riders, and
other important user groups.

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Intersection realizes that improving the quality of life


of its residents and visitors is the top priority of the City
of Seattle.

5. Maintenance and Operations Plan

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

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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.

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Maintenance and Operations-Related Activities


Frequency of Preventative Maintenance and Cleaning
of Bus Shelters and Links

Intersection’s rigorous maintenance and cleaning


program will ensure the useful life of each piece of
advertising on City properties. Intersection’s overriding
commitment to quality assurance can best be
characterized by our adherence to the "Broken Window
Theory":

One broken window, left in a state


of disrepair for any substantial
length of time, instills a sense
of abandonment—a sense that
the powers that be don’t care. So
another window gets broken. People
start littering. Graffiti appears.
Serious structural damage begins.
In a relatively short space of time,
the structure becomes damaged
beyond the desire to fix it and the
sense of abandonment becomes
reality.

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.

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Preventative Maintenance LinkSeattle Network Operations for Bus Shelters


Maintenance and operation of the existing and and Links
replacement Bus Shelters and Links shall be in Intersection, our subcontractors and vendors will
accordance with applicable laws and include inspecting, provide a Network Operations Platform and 24/7/365
cleaning, removing graffiti from the structures, staff to monitor and manage the LinkSeattle Network
preventive maintenance, and prompt repairs. The and all related software systems. The Network will be
sidewalk immediately adjacent to the Street Furniture monitored using a combination of Simple Network
shall be maintained in its proper condition or, if Management Protocol (SNMP) and active services
necessary, restored at Intersection’s sole expense. probes. Monitoring systems will provide live and
historical statistics and will alert the team of conditions,
Response Time to Hazardous Conditions such as overheating, that would cause devices to
Intersection is committed to achieving all of our fail. This allows for preventative maintenance and a
tasks on a timely basis. Response time is a concept reduction in systems failures. If a failure does occur, we
that permeates all aspects of our business model. will quickly be able to pinpoint where the failure is and
Intersection will respond within four (4) hours to a report dispatch accordingly.
of broken glass or other hazardous conditions, such as
exposed electrical wires, an obstruction of the sidewalk The Network Operations Platform will also provide a
or access to an abutting building. In the unlikely event means of evaluating the Wi-Fi mobile device count and
that the City is required to perform any emergency bandwidth load on the system. This will be essential
maintenance, Intersection shall reimburse the City for post-deployment to validate assumptions of traffic
such costs. utilization and allow us to upgrade capacity in locations
where utilization exceeds anticipated levels.
Snow and Ice Removal Schedule
Intersection takes great pride in our snow and ice Intersection will maintain a full inventory of spare
removal record with our partners. We shall clear a four- components for free-standing Links and Bus Shelter
foot wide path around all Street Furniture along with Links, as well as provide staffing and transportation to
access routes in the event of snow or ice accumulation. dispatch for repair and replacement. Response times
The snow removal shall include clearing of the curb line for failures will commence with the impact of the event.
for access to transit vehicles, as well as cleared ramps Sample high-level Service Level Agreement (SLA):
at the nearest intersection. Snow and ice removal will
begin within one hour after the final accumulation of • Core Services or Network outage. The Network
snowfall and be completed around all Street Furniture Operations center will be staffed 24/7/365 and will
within 24 hours. respond within 15 minutes to any core system or
major network failure. If necessary, an engineer will
Repairs and Replacement on Bus Shelters or Links be dispatched to the affected core location within
Intersection will commit to take action to repair one (1) hour.
and replace broken parts within twenty-four hours
of notification. In the event that a digital display • Link failure causing multiple downstream kiosks
is experiencing a movement-related malfunction, to go offline. Response time will be within one (1)
Intersection shall repair or turn off such display within hour, and an engineer will be dispatched if the issue
four hours. If a Bus Shelter or Link cannot be repaired, has not be resolved after four (4) hours.
Intersection agrees to remove the structure that
remains and restore the affected sidewalk. In addition, • A failure causing an outage to a single Link.
we will replace such structure as soon as possible. Response time will be within four hours, and an
engineer will be dispatched if the issue has not be
resolved after 48 hours.

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Communications with the City


Change Control Management Meetings and Communication
To achieve a high level of Wi-Fi uptime on the free- Our role as an advertising consultant is an important
standing Links and Bus Shelter Links, the Intersection component of meeting our responsibilities. We actively
digital, technology and innovation teams will adhere to solicit feedback on our performance and always
a strict Change Control and engineering review process. respond energetically to any of our partners’ concerns.
Any potentially service affecting software, hardware, or Intersection will hold a monthly meeting with the City
configuration change will be internally reviewed and lab to present the results of the prior period’s performance,
tested before any changes are made to the production discuss concerns, upcoming campaigns, the status of
deployment. special projects and capital improvements, staffing or
maintenance issues of any other item that may arise.
• Hardware. Network hardware will be reviewed on In addition to Pamela Quadros, our VP, General Manager
a two-year cycle and refreshed as appropriate. The in Seattle, these meetings may also be attended by
hardware review process will consider performance, Intersection’s President or Chief Innovation Officer
stability, and energy efficiency as guiding principles. (either in-person or via conference call). We do this not
In core locations where utilization is found to be only to ensure that every concern receives the attention
high, hardware will be augmented and the topology it deserves, but also so we can share lessons learned
modified as needed independently of the review cycle from other markets around the country. We propose
to meet bandwidth goals. to institute at least weekly meetings with the City
. (and any other City Agencies) at the beginning of the
• Software. Software for LinkSeattle will be updated on Concession Agreement to ensure a smooth transition of
an ongoing basis to provide enhanced services based the business. We would expect these weekly meetings
on user feedback and analysis of system usage. to continue for at least the first year of the Contract, as
Updates will be deployed only after extensive testing the replacement of the Existing Shelters and installation
and validation. Rollouts will be conducted in phases of the new Street Furniture commences. Thereafter, we
for in-the-field validation before extending to the suggest monthly meetings to make sure that the lines of
entire network. communication remain open.

• 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.

• Software and Operating System Security Patches.


Intersection is committed to maintaining the
security of the connected LinkSeattle Network and
its users. As such, all manufacturer security bulletins
and recommended patches will be reviewed and
expedited for deployment independently of other
upgrade policies.

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Reporting System Designated Agent | Access


Intersection will make accurate and timely reporting to Intersection will designate an authorized agent to be
the City a top priority. We are committed to meeting the responsible for receiving any summonses issued by the
reporting requirements specified by the City. We have City. The contract will state the name, affiliation and
reviewed Section 2.12 of the RFP and will adhere to the mailing address of the authorized agent. Intersection
reporting requirements in the Contract. Intersection ensures that the City will have unfettered access to
uses a sophisticated tracking and accounting system inspect our work on the City’s Street Furniture.
to ensure the proper administration of our contracts.
State-of-the-Art computer systems are the cornerstone
of Intersection’s comprehensive operational and
administrative processes. Specialists dedicated to the
maintenance of our operational and administrative
databases staff Intersection’s accounting, information
systems, operations and administrative departments.
The operational databases provide Intersection’s
management team with accurate electronic records of
all charting, posting, maintenance, and accounting. The
administrative databases ensure that all sign inventory
is properly installed, tracked, and removed in a timely
fashion. Our staff is experienced with the integration of
a number of large Out-Of- Home municipal contracts,
having integrated nearly thirty U.S. airport, transit, and
municipal contracts with absolutely no interruption in
the administration of each business. We already have
a seasoned accounting staff to ensure the successful
administration of the City of Seattle Street Furniture
Program.

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Street Furniture Database


In order to maintain the highest level of communication The City will not only be able to view information in
between Intersection and the City, we will build and the system, but will also be able to make notations
maintain a web-based inventory management system to specific Street Furniture through the IMS which
(IMS). The new system will have database, mapping, will then be delivered to the appropriate recipients
and graphic capabilities for recording the location, automatically. Intersection will leverage its years of
type, design, and features of all installed Bus Shelters experience operating a similar platform we developed
and Links and the location, features, and status which delivers information on the assets that we
of proposed sites, including sites that have been manage. The IMS will be fully web-based so that it can be
rejected. The system will also have the capacity for accessed from a modern web browser on any standard
contemporaneous two-way information sharing between computer platform and operating system (PC/Mac/
the City and Intersection regarding the installation, Linux). Additionally, data will be exportable in a format
operation, and maintenance of the kiosks. The system compatible with standard spreadsheet applications
must be designed to capture and display information such as Microsoft Excel for further manipulation.
about phone and Wi-Fi operability for each installation.
Intersection will be responsible for maintaining
the system and we will incorporate state-of-the-art
technologies throughout the term of the contract.

Example Screenshot | Database as built for New York City

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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

City of Seattle Browser Intersection

IMS Data Aggregation

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7. PROP OSAL RESP ONSE APPROACH TO SCOPE OF WORK | PUBLIC ART

Art at the scale and quality envisioned by LinkSeattle


should not be an afterthought, but the focal point of
an already amazing civic platform.

6. Public Art

Seattle Public Art Funding for the Arts


It is well-established that art is a key component In addition to the 5% of static advertising panels and
to creating more livable, productive, and thriving 6% of digital advertising panels allocated for use at
cities. Intersection encourages the participation and the discretion of the City of Seattle for community
integration of artists and art into the LinkSeattle information including public art, funding for the arts
platform. could also come from a mix of donated assets (e.g.
unsold inventory), public grants, corporate donations,
Art at the scale and quality envisioned by LinkSeattle and private fundraising.
should not be an afterthought, but the focal point of
an already amazing civic platform. With nearly three- A well-designed Digital Arts Program will enhance the
hundred digital displays and nearly three-hundred LinkSeattle brand and create sponsorable events and
interactive tablets, the integration of public art into premium advertising slots. For example, the arts and
our platform will help create a global awareness of the OOH in the US are becoming more integrated following
LinkSeattle brand and ensure Seattle remains a leading the Art Everywhere campaign in 2014. where American
city in both technology and the arts. works of art were displayed on over 20,000 OOH assets
for a month generating over 1,000 earned media
We believe fundamentally that the structures we’ve placements.
proposed are public art themselves. They are sleek and
modern with a timeless quality that will ensure they It has also been established that art can increase the
remain iconic for years to come throughout the Seattle value of advertising. For example, Midnight Moment in
region. In addition to the bus shelters and structures Times Square, where for three minutes at midnight, art
themselves, there are many different ways in which is shown on all the billboards, creates a demand where
art can be installed within LinkSeattle, from small, advertisements on either side of the Midnight Moment
tablet-only art; interactive art that engages users to command a premium that more than makes up the
generate content; mobile-integrated installations with three minutes of time that the art occupies.
interactivity throughout the system; location-specific
art on the 55" Link displays and the 68.5" shelter There could be tax benefits to advertisers donating to
displays; citywide installations that are driven off real- the arts and brand elevation through association with
time data from sensors; or fully integrated installations/ a social good and cultural program. Replacing some
events that involve all three screens (mobile, tablet, remnant advertising with art would remove inventory
display). that would otherwise be sold at a lower cost, and in our
Artists could span from everyday users to emerging, experience, the integration of public art installations
lesser known artists to globally renowned artists that would likely generate greater advertising value for
might drive massive impact. Intersection is committed LinkSeattle overall.
to working with local arts organizations including Art
4 Culture to help determine best practices for artist
selection, content, and community engagement, and
we will encourage participation from every community
across Seattle.

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Many large brands are fully engaged in arts


sponsorships. For example, Bank of America sponsors
the Chicago Symphony Orchestra, and enables all card
holders to access to every museum in America for the
first weekend of every month; Beck’s Urban Canvas
project supports independent artists and creators;
Chase allows some customers to visit the top NYC
museums for free; Mercedes sponsors the Detroit
Institute of Arts, GM the Museum of Contemporary Art
Detroit; VW have supported MoMA and MoMA PS1 for the
last three years; and BMW supports the Guggenheim
and more than a dozen arts fairs.

Additional Public Art Opportunities


In addition to any LinkSeattle art opportunities, we
welcome the idea of working with the City of Seattle to
incorporate non-digital artistic installations into the bus
shelters on a case-by-case basis.

We also acknowledge that there may be several works


of art, including murals, currently located on existing
bus shelters that are slated to be replaced. If the City
of Seattle deems the artwork is still in acceptable
condition, we will work with the City of Seattle to assist
in finding an alternate location for the placement of the
artwork at the time the shelter is removed.

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Our vast knowledge of the Seattle market encourages us


that an expanded and technologically advanced Street
Furniture network would attract new advertisers to invest
in the market, and existing ones to spend more.

7. Advertising, Sales and Marketing Plan

Intersection’s Advertising and Marketing plan includes Leadership


all of the City’s requirements set forth in Section 7.III.7.– Our vibrant Seattle office is led by Pamela Quadros,
Advertising Sales and Marketing Plan of the RFP. These Vice President and General Manager, who oversees 28
requirements are fully described in our narrative below staff members. Intersection has thirteen offices in the
as well as identified in the chart at the end of this United States and an existing sales staff of 140 people,
section for ease of reference. with National Sales Executives in every market. We have
a wealth of digital sales and marketing experience at
Advertising Intersection. Aaron McNally, Head of Digital Advertising,
Intersection has unrivaled advertising experience worked in senior positions at Google since 2007. He
in Seattle, and across the United States. Our senior established and led their programmatic TV advertising
management and local and national sales teams are all platform, and since 2013 has been connecting brands
experts at positioning and selling Seattle advertising, with publishers at DoubleClick, Google’s automated
having sold and marketed our King County Metro, Pierce advertising exchange - the largest in the world. At
Transit, Community Transit, Sound Transit, and Kitsap Intersection, Aaron is responsible for driving digital
Transit contracts. We have maintained an office in advertising revenue, building products that connect our
Seattle since 2005. We are confident that an expanded inventory to clients via exchanges and ensuring that
and technologically advanced Street Furniture network our digital network is the best in the world. Our national
would attract new advertisers to invest in the market, sales efforts are led by Jamie Lowe, Chief Sales Officer
and lead existing ones to spend more. and Melanie Gotlin, Vice President, Local Sales Manager.
Jamie and the Intersection sales team have positioned
the company as the leading provider of transit and
municipal advertising across our footprint.

Peapod’s Interactive Mobile Commerce Campaign

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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.

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Digital OOH The Digital Opportunity


Intersection is the leading expert in digital OOH in the Thinking about digital OOH as being contained inside a
world. LinkNYC represents the largest deployment of loop consisting of a number of ad insertions restricts
digital displays in history and gives us unique skills, the potential of the medium to grow and evolve. TV,
experience and relationships to leverage in order to online and mobile have shown us that in order to
maximize digital revenues for the City of Seattle. We access larger advertising budgets, mediums need to be
have built a technology platform with the single mission transparent about the audiences they reach and flexible
of enabling Intersection to manage our advertising enough to allow advertisers the ability to reach them in
impression inventory and maximize revenue from digital ways they want to. We believe it is vital that LinkSeattle
media exchanges. It offers an efficient, automated migrate from being sold in a loop to being sold by
and secure way to tap into the different sources of impression and reach of specific audiences. Moving
OOH, online and mobile advertising incomes that are away from the loop is a more egalitarian approach,
available, and will provide insight into valuable Seattle allowing local businesses and communities with smaller
audiences. As the largest digital network, LinkNYC will budgets access to the system. Smaller businesses,
enable us to push digital budgets to other markets with smaller budgets, will be able to access LinkSeattle
including Seattle. by leveraging our digital advertising platform and
data platform to buy targeted advertising in smaller
Intersection has been at the forefront of technology and increments of time at smaller budgets, where one ad
OOH for many years and has been active in shaping the insertion inside a loop would be prohibitively expensive.
current industry. Through projects such as the MTA’s On
The Go Wayfinding Kiosks to LinkNYC, we have innovated The next major change in media and agency structure
in digital OOH more than any other company. will be the All-Screen movement, where TV, online,
and mobile become aligned as a medium than can be
Today we have over 2,000 digital screens in our network, planned and bought in harmony. Fueled by comparable
by 2018 that number will be over 17,000. We were the data and HTML5 code that will cut costs and deliver
first major OOH company in the country to embrace the cutting edge creative, All-Screen will eclipse all other
notion that digital OOH was different from traditional advertising segments by 2016. It is vital that LinkSeattle
OOH, and as such we were the first one to join the Digital become part of this media segment if we are to generate
Place-Based Advertising Association, of which we are revenue beyond the realm of OOH.
board members. We were the first major OOH company
to not only recognize that the medium will find new ways Automated buying of audiences has fueled the growth
to trade, but to be an enthusiastic proponent of it. of online to the point where it is now responsible for
45% of all online advertising revenue. OOH is often
perceived as a difficult medium to buy; in fact this was
one of the major issues the industry governing body, the
Outdoor Advertising Association of America, recently
defined during the industry’s recent repositioning.
We believe, however, that the data generated by Wi-Fi
authentication will provide the core insights needed in
order for programmatic buying to dramatically access
new budgets for LinkSeattle.

We were the first OOH company to connect to an


automated exchange. We are the company that one of
the world’s largest airlines, United, chose to represent
its media, including its website, its in-club and onboard
Wi-Fi and all of its digital displays. We are the only OOH
company with digital-first salespeople embedded in
digital agencies and exchanges, selling OOH to new
audiences and accessing incremental budgets.

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The Importance of Data


Intersection is the best qualified partner to maximize Intersection is the best-equipped team to ensure
advertising revenue for the City of Seattle, not just in that the City of Seattle is positioned to maximize the
the first few years of the franchise, but throughout its revenues of the future. The success of a digital network
lifespan. We also believe passionately that it would be a to tap into digital media budgets at scale is highly
grave mistake to imagine digital OOH being bought and correlated to the data that is captured. Without data, it
planned in the future the same way it is today. With the is just a screen on the sidewalk. As such, it is incredibly
right partner, the prize for the City is a huge one: a data- important to have a partner with a future-proof vision
powered medium which accesses new budgets without and infrastructure that adds value both today and down
compromising existing ones, is sold through automated the road. The data that Intersection will be able to collect
exchanges, as well as through direct channels, is equally via Wi-Fi authentication is incredibly valuable and 100%
easy and affordable for local businesses and major aligns with the way a modern network built on incredibly
brands, and stays relevant by adapting as the media valuable real estate should be rolled out. We are proud
landscape evolves; a medium that is far more valuable to exclusively provide our services and technology to
than one looked at solely through a restrictive OOH filter. this syndicate in order for this data to come to life in a
meaningful and, importantly, revolutionary way.
With the wrong partner, the risks of displays that are
irrelevant as soon as they are deployed is a real one The emergence of mobile as our primary communication
because they haven’t accounted for a data-driven device is disrupting many industries. Digital OOH sits
advertising world, advertising sold in outdated packages in prime position to be one of the largest beneficiaries
and formats that already threaten to marginalize of the mobile age. Data for both targeting and
what should be one of the most exciting and fastest measurement/attribution (driven by mobile) are now
growing media segments, at once too expensive for at our fingertips in a way never before possible. The
local businesses and undersold at low rates to premium opportunity to achieve higher rates, work with new
advertisers. Or just as dangerous, one that imagines a advertiser verticals, and ultimately converge Digital
more evolved future, but is unable survive the wait to get OOH with the rest of the digital advertising ecosystem
there during the transition from a traditional OOH based is real. The technology previously available to Digital
medium to a fully digital one. OOH networks did not provide the capability to leverage
these data sets and play on an even field with the rest of
A quick glance at the last 15 years shows how quickly digital media. Our vision is to level the playing field and
and fundamentally advertising changes, driven by make Digital OOH a must-have for reaching consumers
evolutions in technology and consumer behavior. The on the go, not a nice-to-have if the budget is available.
offline companies that survived the growth of the
Internet did so by adapting their businesses early. They
were willing to try new models, go after new budgets,
attract new audiences, and subsequently growing
and ensuring their survival and successes for new
generations. The next wave of change is not dot com, but
smartphones. Smartphones have already become the
lead screen in consumers’ lives. However, along with the
promise to help evolve older mediums such as OOH, they
also carry the threat of rendering them irrelevant. Like
the companies that adapted and prospered in the last 15
years, those that make a success of the next 15 should
already be demonstrating a hunger for change and a
myriad of innovations that give them the knowledge and
experience necessary to be successful over the next 15
years.

Intersection is the only team able to ensure that the


new Seattle Street Furniture Program is an immediate
success, and that LinkSeattle becomes a key part of the
city’s culture, as well as a revenue driver.

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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.

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MTA On-the-Go Interactive Wayfinding Kiosks

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.

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Advertising, Sales, and Marketing Plan Requirements Response

Our proposal is specifically contingent on a minimum


Provide a minimum number of ad panels, and/
of 90 digital/90 static bus shelter panels and a
or a minimum ratio of ad panels to new Bus
minimum of 400 digital Link panels. Intersection would
Shelters, below which a proposer would not move
like to move forward with a footprint as laid out in our
forward with signing a contract;
proposal if successful in your process.

The Seattle Out-of-Home market is competitive,


however, we are confident that the Street Furniture
inventory will be a desirable media form for advertisers
and brands. Seattle will be on the cutting edge of cities
with the LinkSeattle network that not only connects
brands with consumers, but that enriches the life
of Seattlites. Our thoughtful Street Furniture and
appurtenant advertising displays are aesthetically
Provide a narrative on the Seattle outdoor
pleasing, cognizant of the Seattle streetscape and
advertising market and how these proposed
will fit seamlessly into the market. LinkSeattle will
advertising panels will fit into that market.
provide coverage in areas where traditional static
OOH does not exist while supporting the current
transit coverage. The digital displays on our proposed
Street Furniture are an ideal solution as advertisers
want more creative flexibility, lower production costs,
technology, and innovation to promote their messages
which traditional Out-of-Home has been unable to
accomplish.

The proposed digital and static advertising on 200


Links and 90 bus shelters is the underpinning of a
platform for communication meant to enhance and
enrich the lives of citizens and visitors of Seattle. This is
detailed in the user experience section of our response.
How will the functionality and design of street The ad units and panels are the revenue engine that
furnishings be related to the users’ experience of will create this platform free of charge to these citizens
advertising on or associated with the furnishings? and tourists alike. The advertising will be unobtrusive
to the users’ experience on the shelters and the Link
units, and the network will create opportunities to use
super-fast free Wi-Fi for services like communication,
navigation, and proximity services among other
features.

Please see our "Go-to-Market Plan" above for greater


detail. Panels will be sold by our full Intersection team,
across both our national and local offices. We will sell
How will the advertising panels be sold? to our traditional constituencies of local, regional,
and national advertisers, but will also leverage our
talents in the digital arena to revolutionize the Seattle
marketplace with our LinkSeattle product.

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Advertising, Sales, and Marketing Plan Requirements Response

Intersection has a local sales team in Seattle with over


11 years of valued relationships with municipalities,
transit authorities, advertisers, agencies and the
community. We also have a national sales force across
Will they be sold by a sales team based in Seattle,
13 offices in key advertising hubs such as New York,
or elsewhere in the US? Where?
San Francisco and Chicago with equally impressive
relationships and influence with national advertisers.
The advertising displays will be sold by Intersection’s
entire sales force.

The inventory will be sold to a combination of direct


clients, ad agencies and specialist Out-of-Home buying
services. As this is a new venture, we will aggressively
Will the inventory be sold directly to advertisers, or
use all of these channels to grow the business.
via ad agencies and buying services? If both, what
Additionally, we will compete for non OOH budgets and
do you anticipate the blend will be?
view client-direct growth as a significant opportunity
with Street Furniture of the proposed scale and
breadth.

The ad panels will be sold to local, regional and national


advertisers. While we know that national advertisers
will be attracted to Seattle’s new digital network and
revamped bus shelters, it has been our experience
that local and regional advertisers play a vital role in
generating and growing revenues for our municipal
partners. We stand ready on day 1 to take advantage
Will the ad panels be sold to local, regional or
of both national and local budgets with our in market
national advertisers? If a combination, what do you
Seattle staff and overall sales staff of 140 people
anticipate the blend will be?
around the country. Overall, our company’s revenue
business tends to be about 50/50 between local and
national advertisers. Through our other contracts and
existing footprint, we have existing relationships with
every major national out of home advertiser that we will
use to drive revenue to this new media is successful in
your bidding process.

Panels will be sold both individually and as part


of packages. At launch, we will attempt to pre-sell
large packages at a significant share of voice as the
inventory rolls out. Over the long term, we will create
Will the ad panels be sold individually, or as part of impactful coverage packages that take advantage of
a package offering coverage of the Seattle market? the full geographic footprint of the deployment. We will
If as part of a package, what do you anticipate the also sell more targeted panels and/or smaller packages
packages to look like? at premium rates. As mentioned in our longer narrative,
as our data capability from Wi-Fi authentication builds,
packages will increasingly be driven by audience and
by impressions, in the case of both our traditional OOH
customers and new digital customers.

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Advertising, Sales, and Marketing Plan Requirements Response

We find all of the proposed locations highly valuable.


Ideally, we would maintain the same rates throughout
all areas to maintain rate integrity across the network.
We also envision premium pricing for certain areas
or cherry-picked locations bought as a stand alone or
Will there be a distinction between "the downtown in smaller quantities than our suggested packages.
core" and "outer areas"? If so, how will pricing Additionally as referenced in our "Go-to-Market Plan"
differ? How will the packages be constructed to take above, as our data offering becomes more robust we
into account the different quality inventory? will have the opportunity to sell audience packages
based on impressions. The sizing and locations of our
proposed inventory will allow us to maintain relative
uniformity in rate across locations, and as a rule and
strategy, we will drive additional revenue based on the
level of geographic targeting.

Intersection’s assumed rate card is:

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

Our assumed rate card is 25% above our rates used in


What "take" rate are you assuming (discount to rate our financial model. This allowance for discounting is in
card)? line with advertiser expectations and typical industry
standards.

We will work toward an occupancy of 75% across assets.


We also will use our typical best practices to try to
drive this even higher, including working with a series
What occupancy rate are you assuming?
of long term partners who opportunistically purchase
additional inventory. This often allows us to exceed our
occupancy expectations.

Intersection has the ability to sell Seattle inventory as


part of multimarket national buys. This is a strength
and advantage for us and will be one of the ways we
drive significant revenue to this proposed inventory.
Will the inventory be sold as part of a multi-market
We believe our strength in the national marketplace
buy? If so, how will you allocate revenues between
will lead us to be comparatively successful in bringing
markets, and more specifically, how will you
national buys to Seattle, and this unique and terrific
allocate revenue to the Seattle market?
product will drive demand. Even on multi-market buys,
all contracts are broken out by media type by market
with rates expected to be at levels we have assumed in
our financial model.

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Advertising, Sales, and Marketing Plan Requirements Response

Intersection is exclusively focused on selling


advertising on behalf of municipal authorities.
Unlike our competitors, we do not own billboards or
advertising on private property. It is possible that
inventory will be sold in conjunction with our other OOH
Will the inventory be sold as part of a package with
assets in Seattle. Intersection has years of experience
other outdoor advertising assets in Seattle? If so,
working with multiple partners in a given market. Our
how will you allocate revenue between the street
overall coverage in Seattle and ability to reach the
furniture and other non-street furniture assets?
entire market will be a strength of ours if successful
in the bidding process and as mentioned in an earlier
answer, all street furniture will be contracted as a
distinct line item and we anticipate selling it at our
modeled rates.

As mentioned above we will sell them in a loop and


market wide when possible. The pace is 15 second spots
with six spots per loop, resulting in a 90 second loop. In
the event that we sell a sponsorship to an advertising
If you propose to install some digital ad panels,
partner, we may add a seventh spot to loop. The rates
how will you sell these? How many do you propose
and occupancy assumptions are reflected above.
to install, at what pace, and how will they be
priced? What are your revenue and occupancy
As discussed in our more detailed narrative and in
assumptions?
answering some questions, above we also believe that
data insights from LinkSeattle will lead us to be able to
sell packages based on audience and impressions as
the network matures.

We also have a history of strong revenue performance


on our contracts and have waded through varying
levels of bonus expectations from national, local, and
regional advertisers, maintaining sensitivity to the
preference of our senior partner, our transit authority
and municipality. Our committment to rate integrity
How will you ensure, and provide the City with on our King County Metro agreement has been a prime
comfort, that: (a) dead copy is removed promptly example of this sensitivity. Barter or non-cash sales are
(b) the inventory is not "bonused" unless it is now a rarity in our business, and most of our transit
essential to do so for the purpose of closing a deal authorities and municipalities do not allow it. In some
with an advertiser, and the benefit of doing so is instances where this is the case, we have presented our
wholly received by the City in connection with the partners with an opportunity to participate in a share of
Coordinated Street Furniture Program, and (c) a proposed barter agreement (usually commensurate
the inventory is not sold for barter, but for cash with the contractual revenue share agreement,
consideration only. Please also provide examples unless otherwise negotiated), sIntersection has vast
of how you have managed these issues in other experience across our national footprint of meeting
markets. and exceeding expectations on ensuring the removal of
dead or dated copy. This is standard in all of our transit
and municipal agreements and has always been an
area of strength for us and our in- house operations
group, including in the Seattle area.

(Response continued on next page.)

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7. PROP OSAL RESP ONSE APPROACH TO SCOPE OF WORK | ADS, SALES, MARKETING

Advertising, Sales, and Marketing Plan Requirements Response

(Continued from previous page.)

Additionally, we will work with long term advertisers


to opportunistically add to their presence to drive
increased revenue and keep copy fresh.
o our partner may elect to take advantage of offers that
occasionally do add value to their organization. We have
done this successfully in Philadelphia.

Additionally, Intersection provides community


businesses, associations, and/or groups that qualify for
discounted programs, services in kind, sponsorships
and barter exchange opportunities using unsold
inventory. There are several advantages to programs
like this that all lead to the main benefit of generating
more revenue for the transit partner.

The advantage to the transit or municipal partner is


providing an avenue to their vendor to maximize the
How will you ensure, and provide the City with inventory. This enables the vendor to generate goodwill
comfort, that: (a) dead copy is removed promptly in the community, awareness for the advertising vendor
(b) the inventory is not "bonused" unless it is and barter for the advertising vendor, all of which leads
essential to do so for the purpose of closing a deal to more revenue for the transit agency.
with an advertiser, and the benefit of doing so is
wholly received by the City in connection with the The advantage to the community is the ability to use
Coordinated Street Furniture Program, and (c) a local media more effectively by maximizing what are
the inventory is not sold for barter, but for cash typically smaller budgets and making it affordable to
consideration only. Please also provide examples promote their organization on transit. Most Intersection
of how you have managed these issues in other Cares programs involve part cash, part bonus and part
markets. sponsorship/barter components by the advertiser.
Sponsorship/barter examples include but are not
limited to, Intersection’s name on collateral, tickets to
the event, gift certificates that are given to other clients
to generate more revenue, links to the Intersection
website from the non-profit website etc. In exchange,
the client would receive the equal value in transit
signage.

The advantage to Intersection is the ability to build


top-of-mind awareness in the community through
donations. Intersection can also maximize the
inventory and use Intersection Cares clients to fill
space that would typically go unsold as no transit
system operates at 100% occupancy on an annual
basis. Instead of discounting products dramatically to
fill space or provide enough coverage so the program
works, we have the ability to put together meaningful
business plans. Rate integrity is important to
Intersection and Intersection Cares aids in keeping the
value of the transit authority’s plant.

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7. PROP OSAL RESP ONSE APPROACH TO SCOPE OF WORK | ADS, SALES, MARKETING

Advertising, Sales, and Marketing Plan Requirements Response

Please provide a copy of your proposed terms and


Our standard terms and conditions are included at the
conditions with advertisers in connection with the
end of this section.
sale of this inventory.

Locally and regionally in Seattle, we have strength


across categories, with some of our largest drivers
being education, home services, media and
Which advertising categories do you anticipate as entertainment and healthcare.
being the main buyers of this inventory? Why?
On the national advertiser side, we have great success
with telecommunications, technology, retail, media and
entertainment, financial, automotive, and fashion.

Intersection has a vast and nuanced portfolio across


transit authorities, municipalities, street furniture
networks, like United Airlines, and airports. In each
instance we have delivered for these partners on
maximizing revenue generation.

Additionally, in Seattle, our presence is strong and


long standing, creating another area of competitive
advantage for our company.

To add to that, the buildout of LinkSeattle and the


Bus Shelter program would allow our Seattle team,
our national leaders, and our corporate client-direct
team to make strong inroads with major Seattle based
companies such as T-Mobile, Microsoft, Starbucks,
Why will your company do a better job at selling
Expedia, and Amazon at the client and Seattle
this inventory and maximizing revenue than your
market level. We would anticipate that strengthening
competitors?
our existing relationships with these and other
major in-market national companies would lead to
excitement that would create revenue on our new (and
unprecedented) Seattle media that we are proposing in
this submission.

Nationally, we have a superior track record of


performance that we feel is demonstrated throughout
our Proposal. As mentioned in an earlier response,
our sales team of 140 nationwide account executives
will be ready to drive revenue into this new platform
immediately upon installation, at the local, regional,
and national level.

(Response continued on following page.)

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7. PROP OSAL RESP ONSE APPROACH TO SCOPE OF WORK | ADS, SALES, MARKETING

Advertising, Sales, and Marketing Plan Requirements Response

(Continued from previous page.)

Finally we have a vision and implementation plan


Why will your company do a better job at selling that separates our company from our competitors
this inventory and maximizing revenue than your in making inroads in digital marketing budgets. Our
competitors? company has sales leadership directly from the leading
advertising sales company in the digital space and
through LinkNYC is already in process of pursuing these
budgets at a level far beyond any of our competitors.

A minimum of five (5) percent of all advertising


panels must be set aside for use at the discretion
of the City of Seattle for community information
such as public service announcements, public We are familiar with this type of arrangement in many
art, or non-profit use. To the extent that the City of of our existing agreements and also feel that the City
Seattle is not using these ad panels the Successful may also want to use some of this space, particularly
Proposer will be able to use the panels with the early in the program to promote the connectivity
approval of the City. To the extent that the City of offered in proximity to the new bus shelters and Links.
Seattle requires more than five (5) percent at any
time the Successful Proposer must provide the
additional inventory on a space available basis;

Yes, the City will be able to deliver public service


Provide the City with the ability to temporarily announcements in the event of an emergency. We view
reprogram digital advertising displays, if any, to LinkSeattle not as an advertising platform, but as a
deliver public service announcements in the event communications platform. Each screen is individually
of an emergency? addressable and the City will be able to access
emergency messaging with ease.

There will be an increase in revenue, but it does not


Proposals should assume advertising restrictions
change our overall revenue projections in our financial
that are consistent with the attached King County
model. We have strong relationships with the agencies
Metro Transit Advertising Policy. Proposers should
that represent alcohol advertisers and have also
clearly identify any change in gross revenues
done a number of successful campaigns with these
projected by their financial model resulting from
advertisers promoting "Drink Responsibly" messaging.
the inclusion of alcohol advertising. Any restrictions
We have also worked in concert with many of our
on advertising content for this program will be
transit and municipal partners who have elected to
articulated in the final contract with the Successful
change their policies to allow for advertising for beer,
Proposer.
wine, and spirits.

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7. PROP OSAL RESP ONSE APPROACH TO SCOPE OF WORK | INNOVATION TECHNOLOGY

We specialize in devising new and exciting revenue


producing media for our municipal and transit
authority partners.

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.

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7. PROP OSAL RESP ONSE APPROACH TO SCOPE OF WORK | INNOVATION TECHNOLOGY

Speculative Art | Amazon.com-Branded Streetcar

Seattle Streetcar Vehicle Wrap

140 INTERSECTION MEDIA, LLC


7. Proposal Response
Compenation Package
7. PROP OSAL RESP ONSE COMPENSATION PACK AGE | REVENUE SHARE AND MAG

1. Revenue Share and


Minimum Annual Guarantee

Intersection is offering the City of Seattle a financial


package that guarantees the greater of (i) a Minimum
Annual Guarantee of $96,646,458 or (ii) Fifty (50%)
percent of the Static Net Revenue and Forty (40%)
percent of the Digital Net Revenue earned from the sale
of advertising on the the 90 Bus Shelters and 200 Links
(the "Street Furniture") and the streetcars and streetcar
stations (the "Streetcar Media") over the twenty-year
term. However, based on realistic sales projections and
the Forty (40%) percent Digital Revenue Share and Fifty
(50%) percent Static Revenue Share, we believe that
payments to the City may actually exceed $167,000,000
over the twenty-year term.

Minimum Annual Percentage of Gross Percentage of Gross


Contract Year Guarantee Revenues (Digital) Revenues (Static)
Contract Year 1 $146,622 Forty (40%) percent Fifty (50%) percent
Contract Year 2 $1,179,152 Forty (40%) percent Fifty (50%) percent
Contract Year 3 $1,961,700 Forty (40%) percent Fifty (50%) percent
Contract Year 4 $2,471,040 Forty (40%) percent Fifty (50%) percent
Contract Year 5 $3,459,456 Forty (40%) percent Fifty (50%) percent
Contract Year 6 $4,540,536 Forty (40%) percent Fifty (50%) percent
Contract Year 7 $4,800,000 Forty (40%) percent Fifty (50%) percent
Contract Year 8 $5,000,000 Forty (40%) percent Fifty (50%) percent
Contract Year 9 $5,150,000 Forty (40%) percent Fifty (50%) percent
Contract Year 10 $5,304,500 Forty (40%) percent Fifty (50%) percent
Contract Year 11 $5,463,635 Forty (40%) percent Fifty (50%) percent
Contract Year 12 $5,627,544 Forty (40%) percent Fifty (50%) percent
Contract Year 13 $5,796,370 Forty (40%) percent Fifty (50%) percent
Contract Year 14 $5,970,261 Forty (40%) percent Fifty (50%) percent
Contract Year 15 $6,149,369 Forty (40%) percent Fifty (50%) percent
Contract Year 16 $6,333,850 Forty (40%) percent Fifty (50%) percent
Contract Year 17 $6,523,866 Forty (40%) percent Fifty (50%) percent
Contract Year 18 $6,719,582 Forty (40%) percent Fifty (50%) percent
Contract Year 19 $6,921,169 Forty (40%) percent Fifty (50%) percent
Contract Year 20 $7,128,804 Forty (40%) percent Fifty (50%) percent
TOTAL $96,646,458

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7. PROP OSAL RESP ONSE COMPENSATION PACK AGE | REVENUE SHARE AND MAG

1.b. Payment Terms 1.c. Changes to Municipal Code

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").

Definition of Net Revenue


•• Digital Net Revenue shall be defined as Digital
Gross Revenue earned by Intersection in connection
with the sale of digital advertising on the City’s
Street Furniture ("Digital Gross Revenue") less any
agency fees ("Agency Fees") actually incurred or
paid by Intersection to unrelated third parties up
to a maximum of fifteen (15%) Percent ("Digital Net
Revenue").

•• Static Net Revenue shall be defined as Static Gross


Revenue earned by Intersection in connection
with the sale of static advertising on the City’s
Street Furniture and Street Car Media. ("Static
Gross Revenue") less any Agency Fees ("Static Net
Revenue").

•• Digital Gross Revenue together with Static Gross


Revenue shall be considered "Gross Revenue."

•• Digital Net Revenue together with Static Net Revenue


shall be considered "Net Revenue."

142 INTERSECTION MEDIA, LLC


7. PROP OSAL RESP ONSE COMPENSATION PACK AGE | CASH FLOW ANALYSIS

2. Cash Flow Analysis

Attachment B: Cash Flow Analysis (40% Digital Revenue Share)


Submitting Firm: Intersection, LLC Accounting Basis:
2016 2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027 2028 2029 2030 2031 2032 2033 2034 2035
($ in 000s) Year 1 Year 2 Year 3 Year 4 Year 5 Year 6 Year 7 Year 8 Year 9 Year 10 Year 11 Year 12 Year 13 Year 14 Year 15 Year 16 Year 17 Year 18 Year 19 Year 20 TOTAL
Revenue (total, all sources) 582 12,475 16,687 17,508 18,384 19,303 19,882 20,478 21,093 21,726 22,377 22,825 23,281 23,747 24,222 24,706 25,201 25,705 26,219 26,743 413,145
Fees to Seattle 257 5,059 6,774 7,107 7,462 7,835 8,070 8,312 8,562 8,819 9,083 9,265 9,450 9,639 9,832 10,029 10,229 10,434 10,642 10,855 167,716
Gross Margin 325 7,417 9,913 10,402 10,922 11,468 11,812 12,166 12,531 12,907 13,294 13,560 13,831 14,108 14,390 14,678 14,971 15,271 15,576 15,888 245,429

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:

INTERSECTION MEDIA, LLC 143


SECTION TITLE SUBHEADER

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7. PROP OSAL RESP ONSE COMPENSATION PACK AGE | FINANCIAL STATEMENTS

3. Financial Statements

We consider our audited financial statements to be


highly confidential and have marked them as such.

Please note that due to a corporate name change,


Titan Outdoor Holdings, Inc. is now Intersection Media
Holdings, Inc. The enclosed financial statements remain
applicable as the operating entity and parent company
have not changed.

As detailed in this Section and the remainder of the


Proposal, Intersection has the experience, credit-
worthiness and financial strength to support the
Contract.

CONFIDENTIAL INTERSECTION MEDIA, LLC 145


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7. PROP OSAL RESP ONSE COMPENSATION PACK AGE | DUN & BRADSTREET

4. Dun & Bradstreet Report

Intersection’s Dun & Bradstreet number is


00-787-4170. We maintain a rating of IR3.

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8. Exceptions
to City Contract
8. EXCEPTIONS TO CIT Y CONTRACT

Intersection has made preliminary and high-level


comments throughout the Coordinated Street Furniture
Contract. However, due to the complexity of the Street
Furniture Program and the corresponding agreement,
if Intersection is the successful bidder, we expect to
enter into negotiations in order to execute a mutually
acceptable final agreement.

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8. EXCEPTIONS TO CIT Y CONTRACT

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8. EXCEPTIONS TO CIT Y CONTRACT

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