Just as tourist season ramps up, the city’s only purveyor of official TTC T’s and other merchandise has shuttered its Union Station kiosk.
Legacy Sportswear, which operates the Transit Stuff store just inside the TTC turnstiles, has not renewed its Union Station lease, transit officials confirmed yesterday, though its non-exclusive licensing agreement doesn’t run out until the end of 2011.
The closure might represent a marketing opportunity the TTC has failed to exploit, says transit commission vice-chair Joe Mihevc.
He thinks the TTC’s image needs a makeover in conjunction with its current customer service improvement exercise. It’s not an accident that corporations spend millions on branding, said Mihevc.
“Why not have a moving billboard — and a T-shirt is a moving billboard — for folks who want to celebrate transit?” he said.
“The better way” could become as ubiquitous as the London Underground’s “Mind the gap” slogan that adorns everything from coffee cups and ashtrays to bottle openers.
New York’s Metropolitan Transportation Authority makes about $60,000 annually marketing everything from subway-map dinner plates to token cufflinks.