Monte Vista University Avenue?

Turlock Journal 4/11/07

By Mark Rivera

The question of whether to change the name of one of Turlock's most fabled streets to “University Avenue” will have to wait another 60 days for an answer.

The Turlock City Council voted on Tuesday night to send the issue to the Planning Commission for recommendations and have a report back within 60 days. The Council wants the Planning Commission to decide whether to change the Highway 99 signs, as well as receive public comment on the issue.

“Perception is reality, so we're starting here,” said California State University, Stanislaus President Hamid Shirvani. Shirvani originally proposed the idea for the name change and is the main proponent.

“This is the first part of working towards our goal of a university town, a college town,” said Shirvani.

“We're not requesting to change the name,” said Shirvani. The current proposal is to add a “rider” name, one that would be referred to alongside Monte Vista Avenue. This would prevent business owners from having to spend money on changing business names, stationary, etc., as well as preserve the name of Turlock's largest retail center, “Monte Vista Crossings.”

“If you want recognition, then the first step would be to change the name of the university to CSU Turlock,” said Abe Rojas during the public hearing. “Then you would have people having no problem with changing the street name.”

Prior surveys of businesses up and down Monte Vista Avenue have shown a strong opposition to changing the name to “University Avenue.” Sharon Silva of the Turlock Chamber of Commerce was on hand Tuesday to speak on behalf of Turlock businesses. “The way this is being presented, the Chamber Board feels it would be a compliment,” said Silva. “The Chamber would really support this move.”

“We already have a CSUS and that's in Sacramento,” said Councilmember Ted Howze. “We really should be CSU Turlock.”

President Shirvani also spoke of his future plans for the relationship between Turlock and the university. Shirvani wants to add classes and offices to downtown Turlock, bringing anywhere between 500 to 1,000 students and faculty to the downtown area.

“Neither the city has enjoyed this great university, nor the university has enjoyed this great city,” said Shirvani.