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Quicken Loans buys M-1 Rail naming rights


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#1 KevinKorell

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Posted 26 May 2015 - 10:22 AM

<p>M-1 Rail construction photo from May 22, 2015. Photo courtesy: M-1 Rail</p>

DETROIT — Online mortgage lender, Quicken Loans Inc. has bought the naming rights for the M-1 Rail streetcar line currently under construction on Woodward Avenue, but the actual name is yet to be decided, project organizers said, Crains Detroit Business reported.

Detroit-based Quicken is owned by Dan Gilbert, who has been the $137 million streetcar project's co-chairman (with Roger Penske) nearly since its 2008 inception, the report said.

Additionally, in the next month, M-1 will hire a company to aid it in naming the line, stations and color of the streetcars, and to help with branding and logos, said Paul Childs, the project's COO, Crains reported.

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#2 KevinKorell

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Posted 23 December 2015 - 12:29 PM

<p>M-1 Rail rendering</p>

DETROIT — When the 3.3-mile modern streetcar, M-1 Rail debuts in 2017, it may be officially known as M-1 “RocketRail” – one of the names Quicken Loans Inc. has federally trademarked. For $5 million, Detroit-based Quicken bought the right to name the line for 10 years, The Detroit News reported.

Selling the naming rights for an entire mass transit system puts Detroit future streetcar on the forefront of a trend in public transportation, say several industry analysts, according to the report.

“Detroit is on the cutting edge of this and we should expect to see more,” said Robert Puentes, who studies public transportation and infrastructure issues at the Brookings Institution, a Washington think tank, The Detroit News reported.

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Keywords

Detroit   M-1 Rail   naming rights   private investment   public transit branding   Quicken Loans   streetcar   

 

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#3 CNJRoss

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Posted 23 December 2015 - 01:56 PM

The Detroit News, 12/22:
 

Detroit on forefront of branding of public transit

 

What’s going to be the name of Detroit’s future streetcar line? Whatever billionaire Dan Gilbert wants it to be.

 

M-1 Rail will not be called M-1 Rail when the 3.3-mile modern streetcar debuts in 2017. It may be officially known as M-1 “RocketRail” – one of the names Gilbert’s Quicken Loans Inc. has federally trademarked. For $5 million, Detroit-based Quicken bought the right to name the line for 10 years.

 

Turns out, selling the naming rights for an entire mass transit system puts Detroit future streetcar on the forefront of a trend in public transportation, say several industry analysts.

 

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#4 KevinKorell

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Posted 23 December 2015 - 09:38 PM

Rocketrail?  That gives the impression that this will be a very fast train.   A streetcar by definition is going to be slow as it lumbers along Woodward Avenue.  I think poor choice of a name that is going to be criticized once people see that it's no faster than the buses now running along the same street.



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#5 KevinKorell

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Posted 13 May 2021 - 11:15 AM

The above post from 5-1/2 years ago could very well come true. This summer, the Quicken Loans name disappears and merges into Rocket Mortgage.  As such, QLine likely will get another name.  RocketRail is only one idea....   RLine maybe?



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