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Support Growing to Re-Brand North Ave as "University Blvd"

by KREX News Room
by Danielle Kreutter

Story Created: Feb 12, 2013 at 8:50 PM MDT

Story Updated: Feb 12, 2013 at 11:30 PM MDT

GRAND JUNCTION, Colo. - One man is gathering support to change the name of a historic Grand Junction street.

While city and county officials look to revitalize North Avenue, Levi Lucero is hoping they'll re-brand the street in the process.

Lucero is a member of the North Avenue Owners Association and says he'd like to see all of North Avenue renamed as "University Boulevard" which he says would give the corridor more modern identity.

Lucero has already gathered more than 50 signatures in support of the name change from business owners, residents and community leaders.

"I believe a key element of 're-branding' the North Avenue corridor is to name it in such a way that conveys its status as a world-class place for commerce, education and recreation. North Avenue was originally named because it was the original northern boundary of Grand Junction. Overtime the city has expanded beyond its original boundaries and the North Avenue designation now seems obsolete," said Lucero in a statement to supporters.

He says changing North Avenue to University Boulevard would raise the profile of the area and help bring more attention to the corridor.

"Why not 12th Street? Well 12th Street doesn't have any problem with economic development. They're doing very well. It's the North Avenue that needs to be revitalized. We need a 21st century type name, something that's going to tell the world, 'this is beautiful," said Lucero.


If you're interested in learning more about the re-branding effort, Lucero will be holding an informational meeting Wednesday morning at 10:00 at the Daylight Donuts at 1410 North Avenue.

He says he hopes to gather enough support from the community to present in front of the Grand Junction City Council next month.

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Boss Tweed said on Thursday, Mar 14 at 5:37 PM

I think we should name it Tammany Hall Ave or we should name it Foster University Blvd. We should change the CMU to Foster University. It could go by the moniker F.U. - that would be great!

Mike Carter said on Saturday, Feb 23 at 11:40 PM

SOOO beacuse some latino voter want to cry about nothing and try to burn money makeing a rediculous name change to a OG street that everyone knows were gona go along with it? Na this guy is greedy and whatever he owns is not doing well because I can't stand gready cry babys. 12th would be the only street you could call University anything so please let it be everyone young and old likes north paterson 1st 12th orchard so why would you wana change any of that. And krex you can post this as is or fix my puncuation for me whatevers cleaver

Anonymous said on Wednesday, Feb 13 at 11:38 AM

The description in the first line says it all "HISTORIC". I hope this man fails at his attempt to change the name and I hope locals show their support to NOT have it changed!

Proud Local said on Wednesday, Feb 13 at 11:23 AM

How can changing the name of street make it modern. This Lucero guy is an idiot! I bet I could find more people against the change than for it. I would like to know what business want to change it so I can boycott those business. Also who would end up paying for the name change. The taxpayers would and I can think of alot better things to do with our taxes than waste it on this.

Anonymous said on Wednesday, Feb 13 at 9:20 AM

While we're at it, let's rename Clifton. If we rename it something like 'smileytown' all the drugs and crime will go away. A rose by any other name.....

Floyd said on Wednesday, Feb 13 at 8:10 AM

North Ave. has a problem with ccommercial growth because the town planners are moving the business center west. Changing the name will be expensive and won't change the direction of where the businesses are moving to.

drear beer said on Wednesday, Feb 13 at 7:48 AM

I wonder just how many people's mail will be screwed up by this maneuver. The city and county conspired to change the name of F road and it has screwed up my mail every since. (I get my mail on F-1/2 Road.) These government creeps need to but out.

Local said on Wednesday, Feb 13 at 6:37 AM

It'll always be North Avenue to me. >.> After 28 years of calling it that, I don't think I can change.

Anonymous said on Wednesday, Feb 13 at 2:01 AM

i loved Mesa State College, new name, adjust---please make it bike friendly----all the way

Disgusted said on Tuesday, Feb 12 at 11:32 PM

How about "Boulevard of Broken Dreams" after the Green Day song. Seems apt.

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