{"id":347392,"date":"2026-06-05T01:36:11","date_gmt":"2026-06-05T01:36:11","guid":{"rendered":"https:\/\/www.newsbeep.com\/us-ca\/347392\/"},"modified":"2026-06-05T01:36:11","modified_gmt":"2026-06-05T01:36:11","slug":"bart-fandom-is-real-can-it-help-the-agency-through-financial-crisis","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/us-ca\/347392\/","title":{"rendered":"BART fandom is real. Can it help the agency through financial crisis?"},"content":{"rendered":"<p><img alt=\"BART riders speed date on the transit line\u2019s Valentraine ride on Valentine\u2019s Day in 2025. The agency is branching its brand out to\u00a0TikToks, themed parties and collectible merchandise during a time of financial crisis.\" loading=\"eager\" fetchpriority=\"high\"   style=\"aspect-ratio:3 \/ 2\" class=\"x100 y100 opc bgpc ofcv bgscv block bg-gray200 mnh0px fill\"\/><\/p>\n<p>BART riders speed date on the transit line\u2019s Valentraine ride on Valentine\u2019s Day in 2025. The agency is branching its brand out to\u00a0TikToks, themed parties and collectible merchandise during a time of financial crisis.<\/p>\n<p>Adahlia Cole\/For the S.F. Chronicle<\/p>\n<p>Hundreds of public transit enthusiasts queued up outside Lake Merritt BART Station one sunny Saturday morning\u00a0\u2014 not due to train delays or rush hour, but out of pure adoration for the transit agency itself.\u00a0\u00a0<\/p>\n<p>The line rivaled that of a Disneyland ride, snaking around the block and down the stairs into the station. It barely moved 5 feet in the span of an hour, but that didn\u2019t seem to bother those waiting patiently for their turn to browse the archival BART merchandise on sale inside.<\/p>\n<p>Many said they had heard about the end-of-January sale, which BART officials estimate drew a crowd of roughly 500, from a TikTok post shared by the transit agency. That itself is a testament to BART\u2019s growing fandom, which has attracted an increasingly devoted following across the region.<\/p>\n<p class=\"uiTextSmall f aic jcc\">Article continues below this ad<\/p>\n<p>In the midst of one of the worst financial crises in the agency\u2019s history, which has put the future of the <a href=\"https:\/\/www.sfchronicle.com\/bayarea\/article\/bart-station-ride-money-21345453.php\" data-link=\"native\" class=\"\" rel=\"nofollow noopener\" target=\"_blank\">Blue Line<\/a> at risk, BART has completely transformed its marketing strategy, making train travel trendy through social media posts and interactive events.\u00a0<\/p>\n<p><img alt=\"Participant Ashley Terry explains her piece \u201cRemnants of a Festival Romance\u201d during BART\u00a0Basel in\u00a02022.\u00a0\" loading=\"lazy\"   style=\"aspect-ratio:3 \/ 2\" class=\"x100 y100 opc bgpc ofcv bgscv block bg-gray200 mnh0px fill\"\/><\/p>\n<p>Participant Ashley Terry explains her piece \u201cRemnants of a Festival Romance\u201d during BART\u00a0Basel in\u00a02022.\u00a0<\/p>\n<p>Don Feria\/For the S.F. Chronicle<\/p>\n<p>Those efforts have included a \u201cStar Wars\u201d-inspired May the Fourth train ride, SweaterFest and Let\u2019s Glow Anime Festival\u00a0\u2014 with its next event, an <a href=\"https:\/\/www.sfchronicle.com\/entertainment\/article\/bart-prom-oakland-rockridge-22222729.php\" data-link=\"native\" class=\"\" rel=\"nofollow noopener\" target=\"_blank\">\u201980s-themed prom called<\/a> Enchantment Under the C Line, scheduled for Saturday, June 6, at BART Rockridge Station.\u00a0\u00a0<\/p>\n<p>BART Prom: Enchantment Under the C Line: 6-10 p.m. Saturday, June 6. $15. Rockridge Station, 5660 College Ave., Oakland. 510-464-6000.\u00a0<a href=\"https:\/\/www.bart.gov\" rel=\"nofollow noopener\" target=\"_blank\">www.bart.gov<\/a>\u00a0<\/p>\n<p>The result, attendees and organizers say, is a vibrant community of proud BART riders who are helping to cement the agency as a key pillar of the Bay Area.<\/p>\n<p class=\"uiTextSmall f aic jcc\">Article continues below this ad<\/p>\n<p>San Francisco Chronicle Logo<\/p>\n<p>Make us a Preferred Source to get more of our news when you search.<\/p>\n<p><a href=\"https:\/\/www.google.com\/preferences\/source?q=sfchronicle.com\" data-link=\"native\" role=\"button\" aria-label=\"Add Preferred Source\" class=\"td300 cp f aic jcc disabled:cd wsn px24 y40px px16 py8 buttonSm fs13 xs:fs16 xs:buttonLg bg-primaryAccessible hover:o80 c-white disabled:bg-gray300 disabled:c-gray600 border bn tac br2\"><\/p>\n<p>Add Preferred Source<\/p>\n<p><\/a><\/p>\n<p>\u201cI always felt like BART should be as recognizable as a Bay Area thing as New York\u2019s subway,\u201d Bay Area native Richard Lingua, 55, said. \u201cBART\u2019s iconic.\u201d<\/p>\n<p>A self-proclaimed transit nerd, Lingua rides BART daily from Oakland to get to work, and prides himself in having traveled entire BART lines. But to him and his wife, Karen Lingua, it\u2019s about more than just convenience. It\u2019s about community.\u00a0<\/p>\n<p>\u201cThere\u2019s a certain kind of people that just think that BART\u2019s kind of like old and loud and a little bit dirty, and it\u2019s definitely not that,\u201d Karen, 56, said. \u201cThey\u2019re really working hard to change that.\u201d<\/p>\n<p>While a big draw of BART\u2019s community events invite and attract people of all ages, Michelle Robertson, BART\u2019s principal marketing representative, explained that the agency has implemented a strategy aimed particularly at younger, digitally connected audiences.\u00a0<\/p>\n<p class=\"uiTextSmall f aic jcc\">Article continues below this ad<\/p>\n<p>\u201cWe\u2019re intentionally meeting young people where they\u2019re at, because they\u2019re the next generation of lifelong riders,\u201d she said. \u201cBy building those relationships, with teens and young adults, we\u2019re really setting ourselves up for future success.\u201d<\/p>\n<p>As BART works to cultivate the next generation of riders and secure future ridership, its community-focused events have also created unexpected benefits.\u00a0<\/p>\n<p><img alt=\"Attendees sign in at the downtown Berkeley BART station to board the Valentraine for a Valentine\u2019s Day speed dating event in\u00a02025.\" loading=\"lazy\"   style=\"aspect-ratio:3 \/ 2\" class=\"x100 y100 opc bgpc ofcv bgscv block bg-gray200 mnh0px fill\"\/><\/p>\n<p>Attendees sign in at the downtown Berkeley BART station to board the Valentraine for a Valentine\u2019s Day speed dating event in\u00a02025.<\/p>\n<p>Adahlia Cole\/For the S.F. Chronicle<\/p>\n<p>Aira Roca and her girlfriend, Rana \u00dcrek, for example, met during BART\u2019s viral speed dating event, <a href=\"https:\/\/www.sfchronicle.com\/sf\/article\/bart-valentines-day-speed-dating-20159565.phphttps:\/\/www.sfchronicle.com\/sf\/article\/bart-valentines-day-speed-dating-20159565.php\" data-link=\"native\" class=\"\" rel=\"nofollow noopener\" target=\"_blank\">Valentraine<\/a>, in 2025 after each learned about the event on social media.\u00a0<\/p>\n<p>After a brief conversation and a phone number exchange, the chemistry was undeniable. Roca and \u00dcrek, both 26, have been dating ever since.\u00a0<\/p>\n<p class=\"uiTextSmall f aic jcc\">Article continues below this ad<\/p>\n<p>\u201cAfter college, it\u2019s kind of hard to meet new people,\u201d admitted Roca, a Bay Area native and lifelong BART rider, said, noting that the trains feel like a \u201csafe space\u201d that she finds comforting.\u00a0\u00a0\u00a0<\/p>\n<p>\u201cIt\u2019s nice to just be there and experience the sort of community of like-minded people,\u201d \u00dcrek added.\u00a0<\/p>\n<p>Both agreed that in an era so driven by technology, it\u2019s refreshing to have a third space to meet new people and interact offline. \u00dcrek noted that she felt particularly safe at such events, even though she attended solo, because of the passionate and genuine types of people that make up the BART community.\u00a0<\/p>\n<p>\u201cPeople are so freaking happy to be there,\u201d Karen Lingua said of BART events, many of which she and her husband have attended together in recent years.\u00a0<\/p>\n<p>She noted that it\u2019s a testament to the strength of its community, and Robertson agrees.\u00a0<\/p>\n<p class=\"uiTextSmall f aic jcc\">Article continues below this ad<\/p>\n<p>\u201cPeople want excuses and opportunities to meet in real life,\u201d Robertson said. \u201cWhat we\u2019re doing is creating these welcoming, low-cost experiences that are connecting people, but at the same time, they\u2019re building affinity with BART as a brand.\u201d\u00a0<\/p>\n<p><img alt=\"Attendees wait to board the BART Valentraine ride for the agency\u2019s Valentine\u2019s Day speed dating event in\u00a02025.\" loading=\"lazy\"   style=\"aspect-ratio:3 \/ 2\" class=\"x100 y100 opc bgpc ofcv bgscv block bg-gray200 mnh0px fill\"\/><\/p>\n<p>Attendees wait to board the BART Valentraine ride for the agency\u2019s Valentine\u2019s Day speed dating event in\u00a02025.<\/p>\n<p>Adahlia Cole\/For the S.F. Chronicle<\/p>\n<p>Robertson noted that the impact is \u201chard to quantify,\u201d but said the agency has seen signs that the events are boosting day-of ridership. She acknowledged, however, that any gains have been gradual and are not enough to resolve the agency\u2019s broader financial deficit.\u00a0<\/p>\n<p>\u201cBART still needs a long-term sustainable funding source,\u201d she said. \u201cA lot of this work is incremental \u2026 I think we\u2019ve been moving the needle slowly.\u201d\u00a0<\/p>\n<p>Luckily, riders who are aware of these struggles seem more than eager to help the cause.<\/p>\n<p>While Richard and Roca grew up taking BART and say they feel a certain sense of nostalgia toward the trains that fuels their appreciation for the agency, even those who can\u2019t relate are invested in its long-term success.\u00a0<\/p>\n<p>\u201cEspecially in this climate, I want to be a BART enthusiast,\u201d \u00dcrek, who grew up in Istanbul, said. \u201cI don\u2019t want BART to lose its funding. I don\u2019t want stations to close down.\u201d<\/p>\n<p>The transit agency had a $100,000 budget for all of its community events in 2025, which went toward expenses such as merchandise, paying live musicians and hosting movie screenings.<\/p>\n<p><img alt=\"Raffle prizes in BART branded tote bags sit on the ground at the Berkeley BART station before attendees board the train for the Valentine\u2019s Day speed dating event in\u00a02025.\" loading=\"lazy\"   style=\"aspect-ratio:3 \/ 2\" class=\"x100 y100 opc bgpc ofcv bgscv block bg-gray200 mnh0px fill\"\/><\/p>\n<p>Raffle prizes in BART branded tote bags sit on the ground at the Berkeley BART station before attendees board the train for the Valentine\u2019s Day speed dating event in\u00a02025.<\/p>\n<p>Adahlia Cole\/For the S.F. Chronicle<\/p>\n<p>Meanwhile, Robertson said the agency is always experimenting with ways to offset costs, which is why some events are ticketed and why there is so much new BART apparel and other merchandise.\u00a0<\/p>\n<p>That strategy appears to resonate with some of the agency\u2019s most devoted fans. For the Linguas, collecting \u201cBART swag,\u201d as Karen calls it, has become a hobby.\u00a0\u00a0<\/p>\n<p>To Robertson, this is what it\u2019s all about: being loud and proud.\u00a0<\/p>\n<p>\u201cEspecially for folks who grow up here, it\u2019s a symbol of the Bay Area,\u201d Robertson said. \u201cIt\u2019s a symbol of their pride in this region and in the public institutions that make the Bay area a wonderful place to live.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"BART riders speed date on the transit line\u2019s Valentraine ride on Valentine\u2019s Day in 2025. The agency is&hellip;\n","protected":false},"author":2,"featured_media":347393,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[34],"tags":[329,7,332,143,145,144],"class_list":["post-347392","post","type-post","status-publish","format-standard","has-post-thumbnail","category-oakland","tag-arts-and-entertainment","tag-california","tag-east-bay","tag-oakland","tag-oakland-headlines","tag-oakland-news"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/us-ca\/wp-json\/wp\/v2\/posts\/347392","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/us-ca\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/us-ca\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-ca\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-ca\/wp-json\/wp\/v2\/comments?post=347392"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/us-ca\/wp-json\/wp\/v2\/posts\/347392\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-ca\/wp-json\/wp\/v2\/media\/347393"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/us-ca\/wp-json\/wp\/v2\/media?parent=347392"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-ca\/wp-json\/wp\/v2\/categories?post=347392"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-ca\/wp-json\/wp\/v2\/tags?post=347392"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}