One Step Closer

San Francisco has its Transbay Center back.

You may note there’s a word missing from that sentence.

Actually, purists would argue there are a couple of words missing. But I just can’t see calling it the “Salesforce Transit Center”. Corporate naming is the modern equivalent of product placement.

Back in the day–mostly even before my time–companies would sponsor a radio or TV program. For underwriting a large chunk of the cost of the show, the sponsor would not only get to put their name in the show’s name (remember The Jell-O Program Starring Jack Benny or more recently, Mutual of Omaha’s Wild Kingdom?) but would also get to have their products appear in the show.

Now sponsors pay a small fraction of the cost of production (Salesforce is paying $110 million over twenty-five years; the total cost of the terminal–not counting the recent repairs–was around 2.2 billion) but still want total recognition.

Is it any wonder people ignore the new names or nickname them into oblivion? I suspect that building in downtown San Francisco will be widely known as “The Transit Center”.

But I digress.

Anyway, the rooftop park, complete with its new non-decomposing concrete paths, reopened to the public yesterday.

Crowds were, well, not very crowded. But then, the reopening was only lightly publicized. Judging by the Chron’s reporting, most of the traffic came from people who stopped into one of the coffee shops that have doors leading to the park and decided to add a little sunshine to their caffeine fixes.

Fair enough. I’d likely have done the same if I’d been in the vicinity. (Let it be noted here that my previous employment was a short block away from the large hole in the ground now occupied by the terminal. I dare say that if I were still working there, I’d be hanging out in the park at lunchtime on a regular basis.)

But back to that missing word. There isn’t yet any transit in the Transit Center.

Debris from the repairs and the major re-inspections is still being cleaned up. And, naturally, the bus drivers who’ll be using the center need to be retrained in how to get in and out of the building. Or in many cases, trained for the first time. Those direct freeway on- and off-ramps can be tricky (and no, I’m not being sarcastic here; it seems like a potentially confusing transition.)

No date has been set to resume bus service, but official-type people are bandying “August”. Let’s recall that the center officially opened last August 10th. It might be nicely symbolic to have the official re-opening on the same day this year. (And it would be almost purely symbolic. The tenth is a Saturday, and most of the transbay buses don’t run on weekends.)

As for the ground-level businesses that everyone hopes will attract non-commuters to the Transbay Soon-To-Be-Transit Center, they’re not scheduled to open until “fall”.

But the park is open. That’s progress.

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