City wants private sector input on selling Calgary Transit merchandise

The City of Calgary is looking for some private sector savvy on whether it should open an online store to sell Calgary Transit brand swag.

It currently has a request for information out on its procurement channels, seeking input on the idea.

The city says it intends "to research and ascertain market capability in establishing an external, public-facing online store for Calgary Transit related merchandise."

Calgary Transit turned down a request from CBC News for an interview.

In a statement, it said that it is "looking for different ways to bring in revenue from non-fare sources, to help offset the costs of delivering service."

"It is very early in the process, so we don't have all the details established, but are looking at what options are available. Once we see if there's an interest/demand, we'll make decisions regarding what is possible."

Ward 11 Coun. Kourtney Penner said she supports the pursuit of the idea. She said people like to show pride in their city.

Penner is also open to the idea of finding new ways of generating revenue for transit.

"We know we have some underfunding on the low-income transit pass," she said. "So if there is a way we can use this as an opportunity to offset [that], I mean, I don't think it's going to be a massive money generator, but if it does, all the better for us."

The councillor said this can also be an opportunity to create jobs in Calgary by going with a local firm to produce the goods and operate the online store.

Her proviso is: go slow and don't overextend.

"I think if we work with someone local, that ability to scale and not over-purchase and then be left with an excess of merchandise really exists. So how we make sure that we get local companies to know about this opportunity is going to be really important," said Penner.

Many cities around the world have ventured into this retail realm. They've created shirts, coffee mugs, keychains and wall art, all emblazoned with logos or maps or station signs.

But is there a consumer demand for a Blue Line shirt, a Transit Teddy stuffy or an Anderson Station sign?

An associate professor of marketing at the Bissett School of Business at Mount Royal University isn't sure Calgary has reached the big leagues on this just yet.

AnneMarie Dorland said the transit systems in other places have earned their own brands. For example, she said think about San Francisco's cable cars, London's Tube or New York City's subways.

"I think the place where you see this be really successful is where the transit system itself is part of the identity of the city. And I don't know if we're really there in Calgary," said Dorland.

"I don't know if anybody says 'I was in Calgary and I rode the CTrain.'"

While many thousands of people ride Calgary Transit every day, she isn't convinced that it has solidified itself even in the minds of Calgarians as a distinct brand.

"Hey, what colour is the bus? If we can get to the point where people can recognize that, then maybe we're ready for a shirt. Name the mascot? Then maybe we're ready for a doll."

Dorland does suggest that perhaps Calgary Transit's historical colours, logos or maps — even hearkening back to its streetcar days — might appeal to some sense of nostalgia in potential customers.

But she said that history isn't necessarily a part of Calgary's history that's been woven into its present context.

Dorland also commended the city for seeking outside expertise in assessing whether this online store idea should come to pass.

She suggested that it's easy to get the merchandise and run an online store, but the city needs to figure out Calgary Transit's brand and who — besides transit enthusiasts — might be interested in the products.

"Figuring out how to make this a cohesive story that you can really sell to people is probably a bit more work."