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Report: Rebranding Needed for Next Phase of the Transbay Transit Center
"The spiffy new Transbay transit center will have to add Caltrain and high-speed-rail service to become more than a $2.2 billion bus terminal, but transportation officials believe new leadership is needed — along with a sexy new name and image — to win funding and complete construction of the San Francisco transit hub’s second phase," reports Michael Cabanatuan.
The project is currently called the Caltrain downtown extension, or DTX for short, but a rebranding could be on the way early next year.
A report recently submitted to the San Francisco County Transportation Agency recommended that the Transbay Joint Powers Authority should be replaced for the construction project and "stick to only operating the Transbay transit center," according to Cabanatuan.
As noted by Cabanatuan, the project still has multiple options for building the 1.3-mile subterranean rail tunnel to connect to Caltrain's current San Francisco terminal at Fourth and King streets.
The Transbay Transit Center suffered through a year of bad public relations, shutting down a few weeks after opening due to cracked beams in September 2018, finally reopening to the public in August 2019.