Rachel Sapin | Aurora Sentinel

AURORA – The next time you see a construction sign for the I-225 light rail, it may read ‘Aurora Line.’ And it may have the tagline “Urban unexpected.”

Aurora City Council looked at the results of a joint marketing study by engineering and design firm Parsons Brinckerhoff and COHN Marketing on how to brand the new rail line at a study session Monday.

“You’re the only city that can claim these eight stations. You can’t have the Golden line, the Lakewood line,” said Cindy Jennings with COHN Marketing. “None of those cities can do that, so we wanted to capitalize on that. We certainly want to move away from the I-225 Corridor line.”

John Fernandez who oversees FasTracks for the city’s Planning and Development department, said the Aurora Line would be a nickname for the official service-line name RTD decides on.

The study also looked at which stations along the line would be most ripe for transit-oriented development, and identified those as Colfax station, Nine Mile and Metro Center.

“From the Colfax station around Fitzsimons, you have 35,000 employees already there,” said Laura Aldrete of Parsons Brinckerhoff. “Also Nine-Mile has some association with the Denver Tech Center. We heard from the City there’s an interest in focusing the future of Aurora’s downtown around the Metro station.”

According to the study, Aurora’s strongest opportunity for growth near the line will be with mulit-family housing units. The study pointed out that Aurora could struggle in finding developers for retail and office space, and that the light rail stations alone would not be not enough to catalyze transit-oriented development.