Since it opened in 2001, the Fort Worth Intermodal Transportation Center has served as a gorgeous little train and bus station – but with a truly awful acronym for a name.
The station at Ninth and Jones streets downtown — the closest stop for Sundance Square — has been officially renamed Fort Worth Central Station.
Board members at Trinity Metro, the local transit agency, unanimously approved the change — agreeing with their administration that Fort Worth Intermodal Transportation Center (sometimes shortened to ITC) just didn’t resonate with the traveling public.
ITC — err, Fort Worth Central Station — is also a stop on the Trinity Railway Express line, and a hub for Trinity Metro buses, Greyhound, Amtrak and Enterprise car rental.
“Prior to our Trinity Metro rebranding, our marketing firm conducted extensive research about the ITC and what the name meant to customers,” Paul Ballard, Trinity Metro president and CEO, said in an email. “What we learned is that most customers did not identify with the name, nor did they know what ITC is an acronym for. As we continue to refresh and renew our brand and signage, the timing is ideal to make this change.”
The switch comes about a year after Ballard’s agency — formerly the Fort Worth Transportation Authority, or simply the T — changed its name to Trinity Metro.
There’s a lot of re-branding going on in Cowtown.