Gold Line Streetcar Phase III

Context

Charlotte Area Transit System (CATS) is advancing Phase III of the Gold Line Streetcar extension, a 10‑mile, 37‑stop system that will ultimately connect to all current and future rapid transit lines. The current planning phase proposes a six‑mile extension, up to 17 new stations, key connections to the Eastland and Rosa Parks Community Transit Centers, and public art throughout the east and west corridors. With the project’s visibility and mixed public sentiment, CATS and AECOM needed clear, consistent, and community‑centered public involvement to support informed engagement across Charlotte.

Our Approach

Zaja PR is working in partnership with AECOM to design and deliver comprehensive public involvement strategy. We helped to plan and facilitate three public meetings that engaged more than 100 community members. Two of those meetings were held in person, one in west Charlotte and one in east Charlotte, each bringing together a diverse group of stakeholders. We coordinated and facilitated a virtual meeting to expand access.

Our team developed updated project website content, produced social media materials to promote the meetings, and advised on presentation materials to ensure clarity and consistency across all communications.

Given the high-stakes nature of the project and presence of some negative public sentiment, we applied our public relations and crisis communications expertise to anticipate critical questions and prepare aligned, responsive messaging from CATS. This messaging took into account our understanding of existing community priorities and concerns. The preparation equipped project partners to communicate thoughtfully and confidently with residents and local media.

Key Outcomes

The project team entered public meetings with clear, unified messaging and a deeper understanding of community priorities. Engagement efforts reached diverse audiences across Charlotte, strengthened transparency, and supported more thoughtful dialogue around the future of the Gold Line. Zaja PR continues to provide strategic communications and engagement support as the project advances through additional pop‑up events, in‑person meetings and ongoing project updates.