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program is evolved and designed to demonstrate that the same intent can be accomplished with signage rather than a change in name. Council Members expressed the desire to make the policy decision at this time rather than waiting for the way finding and signage plan. Concern for the distribution of an incorrect staff report on such a sensitive topic was expressed. An explanation of the rationale in the revised recommendation was that it was the more sensitive phrasing to allow the City to demonstrate to both the businesses, the developer and cinema project owner that their concerns would be addressed. Public Comment: Paul Sanfilipo reminded Council that 10 years ago the topic was discussed to stop the confusion for the public and that the only business that objected at the time was the San Mateo County Credit Union. The historical significance in the area might indicate that another street name be used such as Redwood Plaza Drive from Veterans up to Middlefield Road. Then change Middlefield Road over to Brewster and possibly up to Whipple Avenue. Anthony Gibbs stated a number of concerns documented in his letter of July 11. He stated that for the most part, the businesses in the area are lawyers who have invested time and money in the location due to access to the Civic and Government Center. He stated that the court signage is terrible and that it can be much improved with signage without changing the name. The cost to the businesses as a result of a name change would be enormous. He further stated his support of all Council decisions pertaining to the downtown area but cannot understand why the Middlefield Road name needs to change. He encouraged Council to vote on alternative no. 2 at this time. Jeff Filippi stated his proposal is the sign diet, meaning do not mess with the street signs that are fine. He stated his support to not change the name and stated that the remedy is easy, that being use of banners, trees, lights and other items of similar nature. He stated that the process has become a problem with a lot of wasted time and energy be placed on the citizens again. He further stated his concern with the 2002 document and a level of impropriety and backroom dealing that the citizens do not like in this town. He stated that most important for the businesses are the $15.00/sq. ft. rental fee; and possibly the expensive parking and parking issues. Barbara Tiedemann stated that she sees no reason to change the name for a two block area and supported the use of proper signs or banners to promote the theatre. She gave the history of the area and explained that Theatre Way had been a one way road behind Montgomery Ward, between Hamilton and Middlefield serving as an access road for the theatre. She stated that the sharp turn on Middlefield occurred when the Council changed the direction of the traffic utilizing Winslow. JOINT MEETING CITY COUNCIL AND BOARD OF EQUALIZATION JULY 11, 2005 PAGE 9 --"'-".~'------yr--.- --.....-