By Mailan Nguyen
Staff Writer
The North Redondo Beach Business Association has been trying for years to change one of the town’s main streets, Artesia Boulevard, to the name Redondo Beach Blvd in an attempt to attract more business.
This street was originally named after Jay Gould, a Redondo Beach resident, but was changed to Redondo Beach Boulevard in the 1950’s, then renamed to Artesia Boulevard in 1960. Kathy Swift, the Secretary of North Redondo Beach Business Association, has been determined to change the name back for the past 50 years.
“The name should remain Artesia because it’s just simpler and easier and it only needs to be changed if there’s a good real reason for it,” Starbucks employee Jide Chik said.
Most of the Redondo Beach City council does not support changing the street name because they argue that Artesia Blvd extends to Torrance but does not set foot into Redondo.
“You should keep it Artesia; change is a good thing but not when you’re changing the name of a whole street. If they did change the name, the only thing that it would affect would be Google maps and not really how people live.” Chick said.
The city councils of Hermosa and Manhattan Beach rejected the idea when it was proposed again three weeks ago. There were previous plans for the council to consider the change again in September, but it was cancelled since the idea was so unpopular.
“It would be a big upgrade and I think it would make a positive change to the city by bringing more people.” Quick Stop Wine Market owner Steve Joudi said.
Swift said that many businesses in the area think that changing the name would give the street and the stores a brand new identity, a type of identity where it would give a home, small-town feel.
“If they change the name of the street to Redondo Beach Boulevard, it would be the only street that reflects the name of the city; there should be some kind of marketing for changing the name of the street, some kind of festival to promote it.” Joudi said.
Redondo Mayor Steve Aspel thinks the new street name would cause a lot of trouble to local businesses and is not a priority for the city council since it is not popular with the residents. Others think it would attract more people and business, and more attention to the city.
“I think that it is a good idea, but I also think it would take some time for all the people to get used to the name and realize where it is” Joudi said.
Aspel and residents say if this does happen and the council decides to change the name, it would cost the city and many local businesses too much money. They would have to change all the signs, store names, letterheads, corporation and papers, just to give the street a new identity.
“There are many good and bad things about changing the name, but overall I don’t think that it is the best idea and I think that the street is fine just the way it is now” Chik said.
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