BART is exploring a return to colorfully wrapped train cars, starting with an adorable design spotlighting the beloved mascot "BARTy."

Why it matters: Ad placements were a common part of BART's legacy fleets before the trains were retired in 2024. Now, it could serve as an additional revenue source amid looming fiscal cliffs.

State of play: The pilot is meant to see how the new cars' exterior finish holds up with the wraps, which are made of a durable vinyl adhesive — essentially acting as wallpaper for BART trains. If the wrap comes off without issue after a month, the agency will start assigning certain trains for ads.

• "Because this is really a test, we wanted to use some art-specific creative," BART marketing director David Martindale told Axios. "What better character ... than the popular and adorable BARTy?"

Zoom in: The BARTy train will run on two lines: The green line from Beryessa through Daly City and the orange line between Beryessa and Richmond.

• The design features the mascot in different Bay Area scenes: donning Golden State Valkyries colors, kicking a FIFA World Cup soccer ball, dressing in Carnaval feathers and more.

The big picture: The pilot comes two years after BART hit pause on ad wraps and amid the agency's financial crisis.

• "With the fiscal situation that we're in currently, as much advertising revenue as we can generate is better," Martindale noted.

Between the lines: BART's advertising manager, OUTFRONT Media, declined to specify the annual revenue generated from former train wrap campaigns.

• The company's Bay Area vice president Cynthia Beiler said top advertisers in the past included Zoho, Zinni, Alaska Airlines and Blue Shield of California.
• Demand from San Francisco advertisers for these eye-catching designs "remains strong," Beiler added.

What's next: Catch BARTy in action before the wrap comes off at the end of the month.

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San Francisco is among the top 10 metros nationally offering the best job opportunities for college graduates, based on payroll processor ADP's ranking of 20-something hiring rates, wages and affordability.

The big picture: Entry-level hiring is rebounding this spring — but in a tough job market, young professionals' prospects may depend on the role, sector and location.

Zoom in: In California, San Jose was also in the top 10, though other cities like Riverside and San Diego fell to the bottom of the rankings.

• Southern U.S. metros like Birmingham, Alabama, and Tampa Bay, Florida, topped the list.
• Researchers analyzed 53 U.S. metro areas with populations of at least 1 million.

🕊️ Doris Fisher, who co-founded Gap Inc. with her late husband Donald, died yesterday at the age of 94. (SF Standard)

🏍️ A dirt bike takeover on the Bay Bridge Sunday evening stranded commuters in traffic for more than two hours, lead to multiple arrests and the confiscation of more than 70 dirt bikes, ATVs and related vehicles. (SF Chronicle)

🛏️ People arrested for public drug use are now being taken to the new sobering center in SoMa that opened yesterday. (ABC7)

👀 Pop star Kesha repeatedly told fans she's moving to San Francisco during a surprise DJ set in the Presidio over the weekend. (SFGATE)

Mother's Day is right around the corner and we're wondering how you celebrate the moms in your life. Should the day be spent together as a family, or as a day for moms to recharge? Maybe a bit of both — a morning spent alone and an evening reserved for family time?

👉 Take our quick poll here!

• Hit reply or email us at [email protected] to tell us any additional thoughts.
• We'll share the results and ideas in Friday's newsletter.