Transformative Transit Experience: Pershing Square

Public transit

Pilot or new project, program, or initiative (testing or implementing a new idea)

Pershing Square Station, a vital transit hub in Downtown Los Angeles, is surrounded by rich cultural landmarks such as Angels Flight, Grand Central Market, and LA's Historic Core. Despite its prime location, the station fails to reflect its historical and cultural significance, featuring outdated linoleum floors and minimal wayfinding. Post-COVID, ridership has halved to 6,000 daily passengers, yet it holds high potential as the station boasts the highest concentration of jobs and housing in the entire LA Metro Rail network. The walkability of downtown LA means residents are three times more likely to take public transportation, but the station's disconnect from its vibrant surroundings and the proximity to Skid Row present ongoing challenges. Addressing this now is critical as downtown LA continues to grow, presenting a prime opportunity to transform this station into a vibrant, culturally rich transit space, enhancing both rider experience and community engagement.

The Transit Coalition proposes a pop-up placemaking initiative at Pershing Square Station, harnessing the creativity of local Experience Designers renowned for crafting immersive attractions at SoCal's legendary theme parks and captivating pop-up experiences that consistently draw and delight visitors. This project aims to transform the station into a dynamic, culturally reflective space that honors its history and cultural significance while meeting the needs of its diverse users. Leveraging partnerships with the Themed Entertainment Association, the American Institute of Architects, and the American Planning Association, we will collaborate with Metro's internal teams to explore how these concepts impact ridership feedback:
Cultural Installations: Utilizing projection mapping, lighting, and interactive displays to celebrate the station's history and surrounding landmarks, creating an engaging and educational environment for transit riders.
Wayfinding Enhancements: Improving signage and orientation to help users navigate the rich cultural and historical context of the area.
Meeting and Gathering Spaces: Establishing areas for people to wait, meet fellow riders, enjoy cafes on the station mezzanine, or experience pop-up performances, activating empty spaces with welcoming activities.
Staffed Assistance Points: Providing kiosks to assist the region's most vulnerable populations with navigating resources to address housing instability, addiction, and mental health issues.

If successful, our initiative will transform Pershing Square Station into a vibrant cultural hub that reflects the rich history and diversity of Downtown Los Angeles. During our Transformative Transit Experience pilot, we expect increased ridership, enhanced community engagement, and improved support for vulnerable populations. The station will become a welcoming space for all, offering cultural experiences, community gathering areas, and essential services.
Long-term, our vision is for this project to model transformations for other transit stations across Los Angeles County. By demonstrating the impact of creative placemaking and integrated support services, we aim to inspire similar initiatives throughout the transit system. This project can redefine public transportation spaces, fostering a more inclusive, connected, and vibrant community. Ultimately, it will contribute to a dynamic and resilient Los Angeles County, where public spaces catalyze social and cultural enrichment.

As a proposed initiative, we will define and measure success through a combination of qualitative and quantitative metrics. Key performance indicators will include:
Ridership Data: Monitoring changes in ridership at Pershing Square Station before, during, and after project implementation.
Community Feedback: Conducting surveys and focus groups with transit users, local businesses, and residents to gather feedback on improvements and cultural installations.
Engagement Metrics: Tracking participation in pop-up events, cultural activities, and usage of gathering spaces.
Support Services Utilization: Measuring the number of vulnerable individuals accessing assistance points and the impact on their well-being.
Media and Social Media Coverage: Assessing public awareness and perception through media coverage and social media engagement.
We will use these metrics to adjust and refine the initiative, ensuring it effectively addresses the identified issues and enhances the transit experience.

railLA / railCA will leverage their established partnerships with the American Institute of Architects and the American Planning Association. This collaboration may encompass pro-bono design and consulting services, as well as opportunities for space and equipment rental. These partnerships enable the budget to support even more innovative and impactful events.