What's in a Road Name.....its takes you to the California Speedway

Just take Speedway Boulevard to get there.....Wow something I suggested to a friend who works at the speedway might happen for real...Amazing.

That's what race fans and customers of nearby businesses could be told if California Speedway moves forward with the idea of renaming Cherry Avenue to Speedway Boulevard from the 10 Freeway to the 210 Freeway.....The name change might make it easier for out-of-town race fans to find the track or for customers to find businesses such as tire and body shops.

But others who live or work on the main thoroughfare might find it to be a hassle and an expense.....Name change proposals are not made often, possibly four times a year at the most, a San Bernardino County spokesman said.....They typically involve small roads in remote places, he said.......The county has never undertaken a name change that involved this many property owners and a street this long.

Though the Speedway has not formally applied to the county or city for the name change, it is exploring how nearby businesses and residents feel about it......The idea is if it's something positive and the community feels it's positive, the Speedway would then pursue the name change.....It would also elevate the area around the Speedway, so people can figure out where they're going and know the Speedway is right there as part of the community......The track has sent letters to its neighbors asking for support.

The change would accomplish several important objectives for every business. elevate the awareness of all businesses along the corridor; provide a landmark distinction with every piece of mail, advertisement, or collateral material used by local businesses; create an opportunity for local businesses to leverage the racing environment by using race themes for branding and marketing purposes, the Speedway said in the letter send to all of the business's and residents who live on Cherry Ave.

If pursued, the Speedway said it will request the new name not be implemented until January 2008 so businesses can take time to deplete their current business cards, letterhead and envelopes before getting new materials.....Plus, the postmaster would allow a six-month grace period for deliveries with the Cherry Avenue address, according to the Speedway letter.

The general manager of Avila Auto Body, supports the change and said he hopes the Speedway would compensate business for the costs....He said that they support the name change and think it will help the growth in the community.....He said that he thinks it will give a good name to the city of Fontana and help the city of Fontana grow.....It could also help businesses with marketing, he said. His automotive repair shop could adopt the racing theme.

But Other Business's along Cherry Ave were concerned about the associated costs of needing to change signs, business cards and all of the little incidental things that make a business.....It would cost to much unless the Speedway pays for all of the changes, and I dont think that they are willing to do that.

The renaming would cost not only businesses, but residents too.......If his street name is changed, Residents would have to change driver's license, checks and bills. Plus, new maps would have to be made.
One Resident has started collecting signatures for a petition to keep Cherry Avenue's current name.

The Mayor, Mark Nuaimi seemed receptive to the name change.....He is quoted as saying, "I understand they view that as there is a marketing and promotions strength to that and perhaps it can assist us in economic development and leveraging the Speedway."

City and county leaders have traveled to other cities with race tracks to see how they can use the Speedway as a catalyst for economic development in the surrounding area......Supervisor Paul Biane's office was supportive, as are several other state and county representatives.....The rationale for them on getting behind the name change is because the Speedway is a partner in economic development efforts.....It's a huge part of the redevelopment area out there as well.

Other companies have had streets names changed.....Good example is Good Year ave in Torrance, or Dryers Ice Cream Ave right in front of Dryers Ice Cream Main office in LA....but it is only 2 blocks long.....Not several miles like Cherry Ave....Only time, money and the perseverance and good name of California Speedway will win out in the end.

Gary Hall, the ghostpainter