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<br />;7¿/- ¿: <br /> <br />1. enhance the portion of Middlefield Road between the County parking garage <br />and Broadway, and <br />2. consider changing the name of Middlefield Road between the County parking <br />garage and Broadway to Theatre Way, so that people will recognize that it is a <br />direct connection to the Theatre District in downtown. <br /> <br />These agreements were included in the Parking Facilities Agreement between the City <br />and the Developer dated July 12, 2004 and approved by the City Council on June 28, <br />2004. <br /> <br />The name change, if implemented by a legal change in the name of the street, would <br />affect approximately 11 parcels and 21 businesses by giving them a new address. Two <br />public meetings were held on May 12 and May 17. Approximately 12 people attended <br />the two meetings. Some of the affected parties strongly opposed the name change, <br />while others indicated support. The key reasons stated for opposition were (1) the cost <br />as well as the inconvenience of the address change for the businesses; (2) the <br />perceived incompatibility of legal and medical uses that see themselves closely aligned <br />with the County Government Center rather than with an entertainment district; and (3) <br />the perception that the needs of the "outside" developer were more important than <br />those of existing, long-term businesses. <br /> <br />Alternatives <br />After listening to~the concerns expressed at the meeting, staff has developed a new <br />alternative for implementing the "Theatre Way" concept through new signage rather <br />than changing the wording on the street signs (#2 below). <br /> <br />Below are three alternatives: <br />1. Rename "Middlefield Road" to 'Theatre Way" <br />a. Literally complies with the Agreement <br />b. Achieves the Agreement's goal of publicizing the connection between the <br />County Parking Garage and the Retail/Cinema block location <br />c. Requires existing residents and businesses to change their mailing <br />addresses <br />2. Erect new "Theatre Way" signage that does not replace the Middlefield Road <br />street signs <br />a. Achieves the Agreement's goal of publicizing the connection between the <br />County Parking Garage and the Retail/Cinema block location <br />b. Does not require existing residents and businesses to change their <br />mailing addresses <br />3. Take no action on the renaming request <br />a. Does not achieve the Agreement's goal of publicizing the connection <br />between the County Parking Garage and the Retail/Cinema block location <br />b. Does not require existing residents and businesses to change their <br />mailing addresses <br /> <br />REDEVSHARED_2005 STAFF REPORTS_O7-2005_StaffReport-Theatre Way Street Rename <br /> <br />2 <br />