ABOUT THE PROJECT
MORE SoCAL
LA isn’t just a car city. It’s a city of possibility, spontaneity… and damn good food. Metrolink is the key to unlocking it all.
More SoCal is a movement — taking back the city from gridlock and making every ride part of the adventure. Less traffic, more freedom. More coastlines, more concerts, more sunsets — more of what makes SoCal, SoCal.
Ditch the standstill. Reclaim your time. Because the best way to experience SoCal is to actually move through it.
More freedom. More connection. More adventure.
More SoCal.
INSIGHTS
01
Public transit is struggling to recover from
pre-pandemic levels.
Appeal to leisure riders & give more reasons to ride.
02
Locals & tourists alike love
(and love to hate) the SoCal culture.
Align with culture of where Metrolink goes.
03
Fires. Terrible traffic. Expensive gas. The car lifestyle is not sustainable for Southern California.
Be a solution for the quest to beat the system.
GET TO KNOW
LOS ANGELES
PARKING
- Used to look on google maps to google parking before you get there. (Satellite view) - Waze is notorious for either being great or terrible– taking back roads (Fountain Ave or Laurel Canyon) are a flex. - The parking signs are notorious for being terrible. We keep thinking we should have an app because no human can ever figure it out. - Cannot name one person who hasn’t gotten a ticket here. - My one (and only) ticket was for being parked in the same spot for more than 3 days in a row. - My friend noticed a parking ticket on someone’s desk when it was her birthday - and paid it off as her present.
SPORTS (YAY)
LA Dodgers big deal here - murals, merch stands, menu items, etc. all around the city LA Lakers (Men’s Basketball) second to that Angel City, LA Women’s Soccer Team - dedicated fans know about this Dead Last: Eh to football (Rams, Chargers) - I’ve never heard anyone talk about this. I had to look up what they are called.
POPULATIONS
Latino Influence is everywhere - lots of pronunciations - street names (Pico, Alhambra), areas, etc., street food, etc. Olvera Street - After Dodger games, many people flock to Olvera Street, and also to the large food market/ hall (called Grand Central Station) that is right near Union Station. Very prominent Asian population (largely Korean) - especially in entertainment and FOOD
COFFEE SHOP CULTURE
Devout Coffee Shop culture - every one is very unique, lots of loyalty to certain drinks or the way people make their matcha most interesting LA one is a mix between lemonade and coffee. These are our coworking spaces – lots of people edit, work on scripts, or network there. Always poppin. No parking.
UNWRITTEN SOCIAL RULES
Flakiness is normal. People cancel last minute, mostly because of traffic, overcommitting, or just LA culture. Lots of people attribute this on their mental health. “ "Let’s hang out!" doesn’t always mean it will happen. It’s more of a polite way to say, "I like you, but lets follow each other on instagram and then never see each other again."
SUNSET CULTURE
- LA has a strange but real sunset culture. People plan their evenings around watching the sunset at Griffith Observatory, Malibu, San Diego (places are named “The Sunset Cliffs”), Santa Monica (The Sunset Room, a room in Elephante, a popular restaurant.) - In Venice, there’s apparently an unofficial drum circle on the beach at sunset
MISC. CULTURAL TOUCHSTONES
- Seeing a celebrity is very chill. It’s like “guess who I saw today!” (like a friend) or “I once saw ___ here.” in casual conversation. - Crystals, astrology, and tarot are taken seriously. - People LOVE valet parking - usually a special occasion - like restaurants - Many people have season passes to Disneyland/ Universal and AMC Passes - less like an activity, more like an invite to socialize - Hiking/ Climbing - A bit more niche, but people here like the idea of the outdoors, not actually being in it. - Matching sets to hike different places, both for Instagram and then for brunch later. - Indoor Climbing - great way to meet people and “build muscle tone” but without all of the icky outdoors stuff. - Wagons/carts are how people transport things here - lots of elevators and apartment living - for groceries, moving, etc.
THE YOUNG LOCAL
Primary Target
GET TO KNOW THEM
They have a car, but they don’t really like to drive. They have time to go experience different parts of SoCal. Open to exploring, being on-the-fly once they get there.
PAIN POINTS
Frustrated by traffic and parking. Perceives public transit as complex or inconvenient. Deals with loneliness in a digital-first world.
MEET THE RIDERS.
AGE RANGE
Gen Z, Young Millennials
18 - 35
LOCATION
Urban and suburban areas within walking distance of Metrolink stations.
PROFESSIONAL LIFE
Work remote or hybrid, educated
LIFESTYLE
Young adults move to LA for the lifestyle — an abundance of entertainment, outdoor activities nearby, and economic opportunity.
PERSONALITY
Vibey, chill, values self care, mental health, diversity
"Actually, Metrolink helps me stay connected to the pulse of LA without the hassle of traffic. It's my go-to for a sustainable and stress-free commute.”
“Metrolink is too complicated. I guess I'll have to drive. Here's to hoping I find parking..."
Secondary Target
GET TO KNOW THEM
They’d give anything to feel like locals. Want to discover new spots to rave about. Okay with getting just lost enough to have a story.
Plans a trip ahead of time, but leaves space for exploring. Wants to know what to expect.
PAIN POINTS
Unfamiliar with the city's layout; concerned about transportation safety and convenience.
AGE RANGE
Millennials, Gen X, Baby Boomers
30 - 60
LOCATION
Domestic and international tourists visiting Los Angeles for work and pleasure.
PROFESSIONAL LIFE
Work remote or hybrid, educated
LIFESTYLE
Higher than average income
Value excitement, spontaneity, pleasure, and the acquiring of wealth and influence
Avid consumers of media like podcasts
Family-oriented
TOURISTS WHO WANT TO FEEL LIKE LOCALS.
"Metrolink makes it easy for my family to explore the city safely and affordably, allowing me to explore Los Angeles like a local.”
“Los Angeles is a big city and I am concerned for my and my family’s safety as we travel.”
CLASSIC COMMUTERS
Tertiary Target
PAIN POINTS
Love MetroLink for work, but can’t use it to get to additional places such as Westwood or Santa Monica.
AGE RANGE
Working Age (Older Gen Z, Millennials, Gen X, Younger Baby Boomers)
22 - 67
LOCATION
Greater Los Angeles Area
HOW THEY TRAVEL
They have a routine that works. They’re invested in finding the right commute, so they’ll do more research and be okay with digging in more.
Value efficiency, reliability, and productivity.
“Metrolink makes it easy to commute close to major hubs in LA and it’s easy to get on a shuttle the rest of the way.”
“I love Metrolink for my daily commute, but need my own car to go everywhere I want on my weekends.”
GET TO KNOW THEM
They ride because it’s routine. Don’t forget about this tried and true group, but don’t invest heavily. If you do it right, this group can be your strongest advocates. They love Metrolink because it saves money and time. They use the train ride for themselves or to get a jump on work.
THE ASK
HOW MIGHT WE...
position Metrolink as not just a means to a destination, but as part of the trip — as the best way to travel for experiencing the real Southern California?
CONCEPT IDEATION
Ideation and brainstorm done in collaboration with Deanna Scherrer and Maddie Godwin for the "More SoCal" platform concept.
Paid Social Ad
Assets, static ad and animation concept by Lili Serio.
Final Animation by Deanna Scherrer.
