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To Get Downtown, Catch the Cisco Router Route

There’s finally a train in Colorado connecting Denver to the Denver International Airport, a 26-mile drive from downtown. To get to the airport, jump on the University of Colorado A Line train, which doesn’t go to any of the University of Colorado’s four campuses. Then why is it called that, instead of the Airport Line? Because the university paid $5 million for “naming rights” to the route. “The point of naming rights is to elevate your brand and make people aware of who you are,” says CU spokesman Ken McConnellogue. “We compete against our state sister institutions, as well as those from out of state, for-profit colleges and particularly online universities. All of those entities spend considerable sums on marketing. We have to compete.” The deal with the Regional Transportation District also includes “large advertising displays” on 59 RTD buses. (RC/Boulder Daily Camera) ...If you want to attract students, hire the best professors. To hire the best professors, try adding $5 million to the professor sign-on bonus fund.
Original Publication Date: 24 April 2016
This story is in True’s book collections, in Volume 22.

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