It is not transcribed. Initial binding site for RNA polymerase.
Transcription factors bind to the promoters and allow RNA polymerase to act.
The promoter is not transcribed itself. The common promoters, TATA and CAAT boxes, are found about 30 bp and 75 bp, respectively, upstream of the transcription initiation site. It is immediately 5' to the gene. The 5'-UT region is transcribed but not translated. Translation takes place in the ribosome in the cytoplasm.