Proposal "Viva LA Powered by Metro" for Metro's FY27 Budget

two-page overview

Viva LA Powered by Metro positions Metro as the visible leader in connecting, celebrating, and energizing Los Angeles on the road to LA28. Built on the existing Viva LA brand, the program gives Metro a ready-to-scale platform for civic pride, public engagement, culture, tourism, and regional identity across all 88 cities of Los Angeles County.

A shared symbol. A countywide campaign.

A public-facing movement powered by Metro.

Why now. Why Metro.

Why support matters.

Los Angeles is preparing for the global spotlight of 2028 — but this moment is about more than the Games. After years of economic, social, cultural, and civic disruption, LA needs visible ideas that help bring people together, restore pride, support local business, and reconnect neighborhoods. Viva LA Powered by Metro gives Metro a positive, highly visible way to help lead that effort.

If implemented, Viva LA powered by Metro includes the world-renowned branding and destination strategy expertise of Bruce Mau Design and Resonance Consultancy.

Why Metro?

Metro already connects Los Angeles physically. Viva LA powered by Metro gives Metro a way to connect the county emotionally, culturally and publicly with established authenticity.

How does Viva LA unite us?

Designed to reach across all 88 cities of Los Angeles County, the program is expected to engage and celebrate residents, visitors, businesses, cultural institutions, and community partners through Viva LA x Metro branded trains, buses, events, merchandise, and public art.

Why Support Matters Now

Viva LA powered by Metro is currently being considered as part of Metro's FT2027 Budget process. Visible support can help to ensure the proposal receives Metro's serious consideration.

If you believe in the power of Viva LA to unite, celebrate and improve the lives of all Angelenos, please attend and make your vice heard. Viva LA!