This Cable Car Brought to You By

Muni director suggests selling naming rights to cable, street cars in San Francisco

By Jackson West
|  Wednesday, Jun 3, 2009  |  Updated 8:56 PM PDT
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Cashing In on Cable Cars

Sharon Mollerus

One can only imagine ads like the arms appearing to bust out of the tops of SF taxicabs on the likes of these 19th century cable cars.

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Cashing In on Cable Cars

Muni hopes to sell naming rights to a city icon.
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Trying to close a nine-figure deficit, San Francisco Municipal Transportation Agency Director Malcolm Heinicke has hatched a plan to auction sponsorships of San Francisco's beloved cable and street cars.

Not since the name of the stadium the Giants play in changed three times in the span of a few seasons has the local chatter forecast called for such a high chance of controversy.

Of course, the aging historic vehicles are expensive to maintain, but then again, the more modern fleet isn't exactly cheap or easy to keep running, either.

But good luck trying to find a bidder looking to put their name on a bullet-riddled 14 Mission.

Only the most attractive forms of public transportation around the city have any perceived value, but that class is inversely proportional to how obnoxiously commercialized they are.

How about instead the SFMTA sell the space on the back of parking tickets to advertisers? Doubt anyone would complain about the compromised integrity of a delivery menu on the back of a DPT issued citation. Photo by Sharon Mollerus.

Jackson West loves to catch the train to a ballgame at 24 Willie Mays Plaza.

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