SIMI VALLEY : Road Strip Renamed Auto Center Drive

The Simi Valley City Council has agreed to rename a private road Auto Center Drive, then spend $4,000 on four freeway signs directing motorists to the road and the nearby car dealerships.

The car dealers, who generated almost $700,000 in sales tax revenue last year, had asked the city early this year to help promote their businesses because of sluggish sales.

In June, city staff members proposed changing the name of a short stretch of 1st Street, where the car businesses are located, to Auto Center Drive. But the plan was opposed by numerous residents who said the name change could create confusion.

City staff members said Caltrans will not post Auto Center Drive signs along the Simi Valley Freeway unless the city has a street with that name.

To satisfy the Caltrans requirement, two dealers, Simi Valley Toyota and Simi Valley Chrysler-Jeep-Dodge, agreed recently to name the private road between their businesses Auto Center Drive.

City staff members proposed Monday that the council approve a $4,000 payment to Caltrans for four Auto Center Drive freeway signs.

Councilwoman Sandi Webb initially opposed the idea, saying the city should not spend tax dollars to advertise the auto dealers.

But when other council members argued that the signs could boost car sales and generate more sales tax money for the city, Webb joined in a unanimous approval of the expenditure. “It has the potential for a good return on investment,” Councilwoman Judy Mikels said.