MARTA MAYHEM

April 27, 2016April 27, 2016 dheitkamp1

MARTA Mayhem

Can you believe that since the beginning of MARTA, in 1979, MARTA has transported more than 5 billion commuters? If you’re like me, and an Atlanta Native, then you probably find this statistic highly shocking. Especially since MARTA is represented and historically known as a poor transit system that pushes more inhabitants towards carpooling or using their own form of transportation. It is a public rail system that only serves certain areas of the city and if they chose not to expand its coverage areas and invest in programs and technologies to increase the public’s perception then we, in Atlanta, will have one of the most underutilized public transit system for the amount of population in the United States. It is a complete necessity for cities the size of ours to have a well-rounded, efficient and user friendly mode of transportation or we will no longer be the thriving city we are at this point in time. In general, MARTA must morph into a well-oiled machine by appealing to the new workforce, creating an efficient system, making people feel comfortable and connecting more areas of the city otherwise it is doomed to fail in what is most definitely the most populated but sprawled out city in the Nation. The below image shows exactly why Atlanta needs an improved and efficient system. IT IS HUGE.

Atlanta, a town known for diversity, but still highly populated with prejudices, brings me to my point that MARTA must completely revamp if they want to appeal to both sides of the “riders spectrum” this ranges from the working class citizens that find public transport crucial, to the general users that might commute for a ball game or possibly for a night out. In an article written by, Doug Martin, entitled, “Why MARTA Ain’t SMARTA”. The exact close-minded behavior is represented completely. Here, Doug Martin, stigmatizes the majority of MARTA commuters into a general terms, you can only hope he coined, called, “Out of Sales Area Tax Cheapstakes”. This view point of the majority users is the reasoning behind MARTA’s CEO, Keith Parker attempt at rebranding the system. With this type of initial views on a system that thrives on repeat users, will do nothing but lead to an economic downfall of the system. In comparison, there was another article entitled, “Where it All At Went Wrong”, where a Georgetown Professor by the name of, Christopher B. Leinberger, clearly states that Atlanta’s biggest economic downfall was the lack of connectivity to all areas and types of people. This is in direct correlation to Doug Monroe’s immediate assumption of MARTA riders as “Out of Sales Area Tax Cheapstakes”. According to this link MARTA is only Atlanta, Fulton and Dekalb county, yet anyone can use the same amenities. Even after, areas such as Cobb County approved upon the expansion but yet decided not to push forward when the other areas did. Issues such as these, is what will forever continue to keep communities divided.

The second, and in my opinion, the most important necessary advancement in the growth of MARTA is the need to create a safe, efficient and welcoming riding experience to all users that partake. I think this has been, by far, the most looked after advances by MARTA Board of Directors and Keith Parker. This is most shown by the recent teaming with BRS Labs and OUTFRONT Media, two perennial powerhouses in their own field that will greatly advance the public awareness, in a positive light, and also be directly associated with the safety and overall positive recognition of the rail system.

OUTFRONT Media, is the US leader in out-of-home advertising and has worked with areas as prevalent as New York Times Square and through-out California as well. They are joining MARTA for a 5-year contract and hope to bring in an estimated $25 Million dollars’ worth of revenue. If this works out as well as anticipated, MARTA is able to extend the contract for another two years (1). This is a very exciting step in the right direction, since MARTA has operated on a deficit before MARTA’s CEO Keith Parker took over in 2012. It will be the first time MARTA has shown measurable signs of growth (2).

In Comparison to the teaming of OUTFRONT Media, MARTA has also joined forces with BRS Labs; which will make this gang of allies almost unbeatable. BRS Labs, actually stands for Behavioral Recognition System, that is the first of its kind and is based out of Houston. What they will do is study real time behavioral systems of all humans near or in MARTA and will allow developing a real-time approach to actual threats. This, to some, might seem intrusive, but the fact that they can pin-point a sudden threat based on the actions one shows that is invisible to the naked eye is astonishing. They will be able to prevent possible terrorist attacks and make MARTA the safest possible form of public transit available to the public (3 and 4). This due of OUTFRONT Media and BRS Labs in conjunction with MARTA, a system that has had the groundwork of being the best public transit system, is going to be unmatched. It will provide the public with the confidence and peace of mind that one wants when getting into a closed form of transportation with thousands of strangers.

MARTA, although seldom used by some, is a necessary form of public transportation throughout any large city or urban area. It is an area that connects all areas of a particular state and allows people the ability to economically transport from one location to another in hopes of prospering or partaking in jobs or nearby events. With that being said, it is safe to say, that MARTA was still take strides in advancing its overall user experience. Most importantly, the safety, efficiency and overall riding experience. Since Keith Parker’s take over, he has had an uphill battle from changing view points of the citizens on MARTA, to finding adequate funding and support to help target the entire city population as its target audience and not just the ones who are forced to use it. It is reminds me of the article written by Rachel Maddux and Kendrick Brihson entitled, “Communal Commuting: What I’ve learned from riding MARTA.” In this article, they talk about their several years while riding MARTA and how they initially viewed the riding experience. In short, they hated it, but they did see the purpose behind it and the fact that it was there to serve sometimes the lesser fortunate for the opportunity to travel long distances to find work even if they lived in a further outside area. At the end of this article, Kendrick Brihson, makes a bold statement and it says, “somedays, as smug as it sounds, I think MARTA has made me a better person”. This is by far, the most intriguing and genuine comment I read from articles with personal statements. She doesn’t block everyone into a category of “tax cheapstakes” or homeless people using the areas to mooch for money, but instead, she recognizes the riders as people just like her, and that riding MARTA has helped her become more down to earth and appreciative of the advantages she has in life. In my opinion, this is exactly what people handle on a daily basis, it is a constant grind to help them or their families grow and prosper. If you believe this, then why shouldn’t Atlanta Commuter’s, with no other means of transportation, be granted the ability to ride a clean, efficient, cost-effective and most of all universally equal public transit system? These are reasons why Atlanta must expand, grow and increase the overall experience of MARTA before, for the second time, we “miss the boat” again!

WORKS CITED

PR, Newswire. “OUTFRONT Media Signs New Contract with Metropolitan Atlanta Rapid Transit Authority.” PR Newswire US05 Dec. 2014: Regional Business News. Web. 24 Apr. 2016.
GIVENS, DARIN. “MARTA CEO KEITH PARKER.”Atlanta 5 (2015): 121–121. Print.
PR, Newswire. “OUTFRONT Media Signs New Contract with Metropolitan Atlanta Rapid Transit Authority.” PR Newswire US05 Dec. 2014: Regional Business News. Web. 24 Apr. 2016.
BRS, Labs. “City of Atlanta’s MARTA Selects BRS Labs as Provider of Artificial Intelligence Video Analytics to Enhance Public Safety.” Business Wire (English)8: Regional Business News. Web. 24 Apr. 2016.
Maddux, Rachael, and KENDRICK BRIHSON. “Communal Commuting: What I’ve Learned From Riding MARTA.”Atlanta2 (2013): 82-97. MasterFILE Elite. Web. 20 Apr. 2016.
Sigo, Shelly. “Atlanta Transit Funding Bill Passes.” Bond Buyer34484 (2016): 24. Business Source Complete. Web. 19 Apr. 2016.
Monroe, Doug. “Why Marta Ain’t Smarta. “Atlanta 42.2 (2002): 216. MasterFILE Elite, Web. 19 Apr, 2016.
Monroe, Doug. “Where It All Went Wrong.” Atlanta 52.4 (2012): 86-98. Master FILE. Web. 19 Apr. 2016.
Toon, John D. “Metropolitan Atlanta Rapid Transit Authority (MARTA).” New Georgia Encyclopedia. 19 August 2013. Web. 03 February 2016.
Xu, Edmund. “What MARTA’s $8 Billion Proposal Could Mean for Public Transit in Atlanta.” Dailykos. 21 July 2015. Web. 3 February 2016.http://www.dailykos.com/story/2015/7/21/1404130/-What-MARTA-s-8-Billion-Proposal-Could-Mean-for-Public-Transit-in-Atlanta

Bibliographic Annotation #9 and #10

April 25, 2016April 25, 2016 dheitkamp1

Bibliographic Annotation #9: OUTFRONT Media

PR, Newswire. “OUTFRONT Media Signs New Contract with Metropolitan Atlanta Rapid Transit Authority.” PR Newswire US 05 Dec. 2014: Regional Business News. Web. 24 Apr. 2016.

This article is mainly about MARTA’s new agreement with OUTFRONT Media. A company that is North America’s largest transit company. Marta decided to team with them for a 5-year contract beginning in 2015. This is very exciting for MARTA’s since OUTFRONT Media is dedicated and one of the best companies in transport advertising. With the addition of OUTFRONT Media, Marta expects to add $25 million dollars in Revenue. This is completely relevant to my argument, since it provides more evidence that MARTA is concerned with changing it’s publics perception and that a positive light on MARTA is necessary for growth. The best point made is that OUTFRONT Media cover the advertising for the hemisphere’s largest transportation cities, including the extremely efficient New York Cities. Although, I do this this article could have used a bit more explanation on how OUTFRONTmedia expands to advertise. It is hard to find relevance in an article, when they don’t give you reasoning or a map of their plans for the city.

Bibliographic Annotation #10: BRS Labs and MARTA

BRS, Labs. “City of Atlanta’s MARTA Selects BRS Labs as Provider of Artificial Intelligence Video Analytics to Enhance Public Safety.” Business Wire (English) 8: Regional Business News. Web. 24 Apr. 2016.

The main issue with MARTA throughout the past is it’s non-effectiveness of controlling a safe, clean and crime free riding experience for the general public using their facilities. This article is in regards to MARTA’s teaming with BRS Labs and their new award winning artificial intelligence to monitor MARTA and its surroundings. This is directly correlated to my other articles/annotations and arguments, because it is the final piece I need. The issue MARTA was failing prior to Keith Parker’s reform was the safety, and lack of efficiency the rail system had. This article illustrates MARTA’s attempt to completely turn that around and make MARTA safe again for all riders and the immediate surrounding public. I wish, similiarly to Article #9, that BRS Labs could have provided some sort of plan of action in how they exactly decide to monitor Behavioral Recognition, but I still think the article was a great source to explain the continual push of MARTA in the right direction.

Bibliographic Annotation 8

April 20, 2016April 20, 2016 dheitkamp1

Bibliographic Annotation #8: “Communal Commuting: What I’ve Learned From Riding Marta”

Maddux, Rachael, and KENDRICK BRIHSON. “Communal Commuting: What I’ve Learned From Riding MARTA.” Atlanta 53.2 (2013): 82-97. MasterFILE Elite. Web. 20 Apr. 2016.

This article is a day in the life that Rachel Maddux experienced whiled taking MARTA on a daily commute. She explains the purpose of her riding and the pros and cons her of her daily commutes. In comparison, she follows up with what the ride means to her and how she believes it has changed her ability to live life as a better person. It was valid to my argument because it gives a first hand experience and helps further my point that MARTA is a necessary form of transit that gives everyone a chance to commute and find work elsewhere, not just an immediate surrounding. I believe this was a well-wrapped article and lacked no weaknesses She developed a thorough built environment description and gave me a first hand feel of her daily travels. She then mentioned the pros and cons and gave some factual evidence to support the necessity of MARTA. I believe this will directly correlate with my writing and additional sources, because she drives home the point that everyone on MARTA should be treated equal and not of a lesser person.

Bibliographic Annotation 6 and 7

April 20, 2016April 20, 2016 dheitkamp1

Bibliographic Annotation #6: Atlanta Transit Funding Bill Passes

Sigo, Shelly. “Atlanta Transit Funding Bill Passes.” Bond Buyer 1.34484 (2016): 24. Business Source Complete. Web. 19 Apr. 2016.

This article, in relation to the other articles, is the most intriguing but yet concise article. It is very short and sweet and just mentions that recently Atlanta passed a bill for a proposed 8 billion dollar MARTA expansion. It will significantly expand MARTA inclusive of almost all areas on the beltline and will forever unite a vast majority of areas throughout the system. The draft plan is due in shortly and will be voted on against the Atlanta Council. This is clear evidence of a positive of built environment architectural advancement. Many of articles, dated prior to this one, reveal issues and necessities with our Public Transit System. This article is almost “the prize” that the hard work and tirelessly nights of dedicated few were able to bring into fruition. Most importantly, MARTA’s Chairman’s and current CEO, Keith Mack. I think the only negative/weakness to this article is that we are unable to see any sort of outline/proposed plan; simply due to the fact that it is such a recent article. As mentioned before, this will tie greatly into my other annotations, because I will be able to show the improvement and hope that we have in our progression of creating a better transit system.

Bibliographic Annotation #7: Why Marta Ain’t Smarta

Monroe, Doug. “Why Marta Ain’t Smarta. “Atlanta 42.2 (2002): 216. MasterFILE Elite, Web. 19 Apr, 2016.

This article is a first-hand experience a MARTA user experienced and the reasons why they would not transport via MARTA ever again. Also, he explains the reasoning behind Marta’s failures and some advice from board of directors on what it needs to do to succeed. My personal favorite is when he calls out the majority of MARTA users as “out of sales tax area cheapskates”. This is a close-minded idea/concept where he generalized all uses into a single category without even looking into the deeper picture. In my eye, this brings a lack of validity to this article. Mr. Monroe simply speaks his peace of mind throughout the entire article and only is focused on his own experiences. It is a very short-sided view point, and many of his references in the article might lead someone to believe that he has some form of bigotry in him. I would say this is relevant to my research though, since it gives you a first-hand user experience from early 2000’s. A time period that we know MARTA was struggling and helps us to at least see more areas where they can definitely improve. The relationship to my other sources shown here is the negative light that MARTA shined throughout the early 2000’s. No one enjoyed taking the train and someone people even vowed to never do so again.

Built Environment Description: Digital Environment

April 11, 2016April 11, 2016 dheitkamp1

Atlanta Silverbacks:

The Atlanta Silverbacks are members of the National Premier Soccer League in the United States and hold home field matches near Spaghetti Junction and Pleasantdale Rd. They have been in existence since 1998 and are named in honor after Willie B. from the Atlanta Zoo. They reach out into the community to help foster the youth into an active and academia focused lifestyle.

Upon entering the website, I was immediately greeted with the above screenshot of smiling youth. On this scrolling image there were strategically placed links that would take you through the cycled images direct links. In general, the immediate homepage was busy in detail but it was still very easy to navigate. In a quick, swirl of the head, I was able to find information on the Silverbacks Park, Indoor League, Summer League and location of their stadium.

At the top was a row of additional drop down menus that were made up of the Atlanta Silverbacks team colors of: red, black and white. It was not frozen, so as you scrolled through the homepage, it would disappear if you traveled too low. This row had drop down information on the main pictures shown on the above screenshot; which seemed redundant. In all honesty, it was astonishing to me that the men and woman premier leagues were not the focal point of this digital environment.

After searching through the tabs above, I was able to finally navigate into the Atlanta Silverbacks Men homepage. This area was completely covered in Red and Black and consisted of a black and white frozen background image of their arena. It was very busy in nature and the running clock gearing up to the season opener was some of the smallest writing shown on the screen. Although, it’s random green color did bring it to the surface and more relevant than the multiple same color font ads and information.

All in all, I believe the digital environment lacked a sort of professionalism to its design. It seems that it could have used some direction is finding its target audience and appealing directly to them. I still am unsure of where they are intending to go from the website or who they are intending to attract. Let’s put it this way, the below Hype Video was the most fun I had and I could only find this link on YouTube.

Silverbacks Hype Video

Built Environment – Interior Description

March 4, 2016March 4, 2016 dheitkamp1

Nestled between an array of shops/restaurants on the corner of Euclid and Washita is a hidden gem by the name of, El Myr. It is in the heart of Little Five Points where the hipster millenials thrive. As you enter this Cantina you are immediately faced with the El Myr Crest that signals it established date of late/post era of grunge music circa 1997.

I felt as if I had walked through a transport tunnel and found myself in a hipster restaurant of Seattle. We battled through clouds of smoke to find ourselves a seat. Everyone was quite polite and personable and welcome all types of people with the spirit of hospitality. The best way to describe the feeling of this would be Vintage. From long bearded gentleman, to dread-locks with beanies. Everyone seems to have found their own way of life. This was also noticeable on the art-work and furniture seen throughout the environment. Unlike many, “white-collar” shops or restaurants, this place had no place with you signing your name on the wall over a painting or pulling mis-matching stools or tables up to one another to unify another segment of your group that might not have had a place to sit. The overall individuality but yet uniformity was astonishing to me.

This place to me felt as a safe-haven to the majority of it’s users. Listening to conversation throughout the restaurant almost everyone knew each person inside and even the waiter instantly knew that we were not from the area. Each was was visited with an array of colors that seemed as if pictures were painted on top of one another to always have the ability to change the interior architecture.

All in all, El Myr, was a breath of fresh air environment that did not seem to conform to the way “corporate america” is wanting us too. They welcomed anyone from any area and allowed for you the ability to be who you are within their walls. It was an exciting experience and most importantly, the food was great.

Derick Heitkamp

Built Environment Analysis