Gas Promotion Creates Traffic Snarl in Ventura

The scene at a Ventura gas station Friday was reminiscent of the gas crisis of the 1970s: long lines of cars full of motorists waiting to get their tanks filled.

But gas was hardly in short supply at the newly reopened Chevron station at the intersection of Harbor Boulevard and Seaward Avenue. In fact, the big attraction was a promotional gimmick--up to 15 gallons of free gas per customer between the hours of 7 and 10 a.m.

The promotion, staged to celebrate the station’s new underground gas tanks, attracted nearly 700 motorists and caused traffic to snarl at one of the city’s busiest intersections.

Ventura Police Sgt. Bob Velez, who was on hand to make sure people didn’t cut in line, estimated that cars were backed up about a mile and a half waiting for gas. Chevron hired three Ventura police officers to help direct to overflow traffic.

Cars entered the gas station from Seaward Avenue, and snaked down Seaward to Pierpont Boulevard and the Ventura Keys neighborhood. Velez said there were a few complaints of motorists blocking driveways and some drivers claimed others cut them off, but no serious problems.

Chas Valdez, a 20-year-old Wells Fargo Bank teller, said she waited about 90 minutes to fill up her maroon 1987 Nissan Maxima.

Valdez said she heard about the promotion on the radio and didn’t mind waiting in line.

“Normally it would cost me about $18 to fill my tank,” said Valdez, who came to the station before an appointment to get her wisdom teeth pulled.

The one-day promotion cost Chevron at least $8,700, company officials said.

“We got a tremendous response,” said Carl Wickbom, a regional manager for Chevron. “This way we get people reacquainted to the new facilities.”

Wickbom estimated 6,000 to 7,000 gallons of gas were pumped into 600 to 700 cars Friday morning. In a normal 24-hour period, the station would draw about 1,000 cars, he said. Chevron has a total of seven stations in Ventura.

As part of its promotion of the station’s new mini-market, Chevron also gave away free coffee and mugs and sold six-packs of Coca-Cola for 99 cents. Hot dogs and drinks sold for 39 cents.

Disc jockeys broadcast live from the station, which was festooned with balloons, flags and signs to attract the attention of passing motorists.

But the main attraction was the free gas.

Gas station attendant Eric Gladden said nearly all of the customers he encountered Friday were in a good mood and didn’t seem to mind the delay in service.

Gladden and about 40 other gas attendants waited on customers as they drove in. In addition to pumping gas, they wiped car windows for motorists.

Gladden said about 90% of the fuel he pumped Friday morning was supreme unleaded gas, normally priced at $1.45 per gallon.

“If it’s free,” he said, “all of a sudden, they want the best.”