Charlotte leaders have just approved more than $3 million in new spending to rebuild public confidence in the city’s light rail system after another stabbing near the 24th Street station this past weekend.
City Council voted unanimously Monday night to authorize a one-year, $3.4 million marketing and communications contract with the Sherry Matthews Group. The new effort aims to rebuild the public image of Charlotte Area Transit System (CATS) and encourage riders to return following a series of violent incidents, including the July killing of Iryna Zarutska on the Blue Line.
The city began searching for an outside marketing firm in September, receiving 18 proposals. Staff selected Sherry Matthews Group for its experience in crisis communications, branding, digital outreach, advertising, and community engagement.
Under the official agreement, the firm will help:
• promote CATS services
• strengthen public outreach
• support crisis communication needs
• improve overall perception of safety
The city manager may renew the contract for up to three additional one-year terms with possible price adjustments.
