Apple adopts Chicago subway station
In a surprising move, Apple has adopted a Chicago subway station that has seen better days and will pitch in about $4 million to help with renovation costs before their new store opens next door.
Apple will soon be opening a retail store which happens to be right next door to the North/Clybourn station of the Chicago Transit Authority. The station is in a state of moderate disrepair and Apple apparently decided to be a good neighbor and pitch in to help keep the neighborhood up to Apple quality standards.
Apple will be getting more than a spruced-up neighbor for their $4 million, though. Apple also probably gets the right of first refusal to name the subway station should the city decide to offer that privilege, plus it can have the exclusive rights to all the advertising space in the station itself. Apple’s initial interest was not in naming rights or advertising privileges, according to a Chicago Tribune story. The company was more interested, apparently, in making sure that its new neighbors projected the same sort of image that Apple itself presents. Michael Damore, executive managing director of Chicago-based architectural firm Epstein, which has worked with Apple in the past in Chicago, said, “Apple thinks their products are designed and work the best, and they want the stores to reflect that attitude. They don’t care what they spend to achieve that goal.” Epstein is not involved in the Clyborn location renovations or the new Apple store.
Still, the situation is a little like getting a city to name its sports stadium after your company, and as such may be seen as a little tacky. It would be more in keeping with Apple’s classy but commercial image to say “No” to the opportunity to rename the station, but to accept the offer to buy up all the advertising space available at the subway stop. It would be a little like having a store foyer that also just happened to be a Chicago subway station. How would you handle it if you were Apple?
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October 27th, 2009
FYI: Chicago doesn’t have subways. They have elevated trains or “L” trains. Link to the Red Line: http://www.transitchicago.com/riding_cta/systemguide/redline.aspx
October 28th, 2009
Actually at North/Clybourne the red line runs underground so it’s technically a subway. Chicago has both subway and elevated tracks, the red line runs on both. I think this is good for that station that someone is putting money into it because it’s really in need of repair.
October 30th, 2009
Sure, there are portions of the runs that are underground but the trains by and large are at or above street level. They are subterranean for only minor portions of their routes. Having lived in da region for close to 20 years I’ve never, not once, heard anyone refer to any of the train lines as subways.
Anyway, I agree with the second half of your post. I don’t mind stations being sponsored if it means they get the repairs and maintenance they need. We do it with stadiums; why not with bus & train stops?