DART, which runs the area’s mass transit system, wants to sell the naming rights to its train stations and bus routes. It has paid a Cleveland company almost $100,000 to consult on the idea, and promised the firm 9 1/2 percent of any additional cash that the idea generates.
My feelings are deeply hurt. I came up with this idea more than seven years ago, and no one at DART gave me a chance to demonstrate my genius. As I wrote then: “The city spends about $28 million annually to keep the lights on and the air conditioning running at city buildings. So why not the Mark Cuban Dallas City Hall, complete with one of those massive, cutout-style head shots of the Mavericks’ owner plastered on the side of the building?”
No company from Cleveland is going to think of that.