City Looks at Renaming Torrance Blvd.

Renaming Torrance Boulevard to something promoting the Redondo Beach waterfront would cost the city about $7,078, according to a staff report from the city of Redondo Beach.

The report, which was received and filed last Tuesday as part of the city council's consent calendar, lays out the process the city would follow to rename the thoroughfare.

"In November 2011, the Harbor Commission forwarded a letter requesting that the City Council consider renaming Torrance Boulevard," the staff report explains. "The renaming of Torrance Boulevard is thought to be an opportunity to further promote the Pier and Harbor as well as to tie the businesses along Torrance Boulevard to the Waterfront Revitalization."

The Harbor Commission recommended renaming the street "Pier Plaza Boulevard," according to the report.

"At the time of the discussion the Commission felt that the name would more appropriately identify the street west of Prospect Avenue as a gateway to the Pier and by including the word 'Plaza' would imply that a gathering place is ahead," according to the staff report.

The next step involves city staff discussing possible new names with local businesses. Additionally, if the decision to rename the street moves forward, the city would hold a public hearing and vote on a resolution. If passed, the new name would immediately take effect; however, it would take about a year for county parcel maps and addresses to be updated, according to the city.

The $7,078 cost would come from mailing 228 items to local businesses ($105), posting of hearing notifications by Public Works staff ($305) and purchasing and installing new signs ($3,361 and $3,307, respectively).

This is not the first street this council has considered renaming. Councilmen Pat Aust and Steve Diels have pushed to rename Artesia Boulevard in North Redondo Beach to Redondo Beach Boulevard.