Support Growing to Re-Brand North Ave as "University Blvd"
KREX News Room
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.