Editorial

Turn freeway gridlock into PR opportunity

Police Chief Larry Todd thinks that closing the S. Santa Cruz Avenue on-ramp to Highway 17 when the freeway is hopelessly blocked is more trouble and expense than it's worth.

Some councilmembers agree, but a majority think the issue requires more study. At the heart of the debate is traffic congestion in downtown Los Gatos.

When those sneaky commuters see highway gridlock ahead, they detour through our downtown-- past some of the finest shops and classiest restaurants in Silicon Valley.

At this point, needless to say, the side- stepping commuters aren't thinking of shopping and dining. They're headed for the freeway on-ramp on the other side of town.

By announcing that the on-ramp is closed, though, the town risks turning the commuters hostile toward Los Gatos--exacerbated by the fact that the frustrated motorists are already experiencing second-stage road rage. Alternatively, the town risks gridlock on its own streets by determined motorists who ignore the warning and take the shortcut anyway.

It doesn't have to be that way. The town--and particularly the business community--could profitably exploit the situation. Turn lemons into lemonade as it were, and get those cash registers singing a happy tune.

Instead of hostile freeway signs warning motorists that the S. Santa Cruz Avenue on-ramp to the freeway is closed, how about a sign that says, "Freeway congestion hopeless. Don't sit there stewing. Drive into friendly Los Gatos for free parking, a fine meal and great shopping."

This approach shows a congenial Los Gatos, eager to ease the burden of road rage in our society, all the while directing commuters to spend money locally.

For the plan to work, of course, a system of notification will have to be put in place--and we don't mean just those nine signs Todd says would have to be activated once word of major congestion reached the Los Gatos-Monte Sereno Police Department. And we don't mean the low-watt radio station that might be employed to get the word out to motorists.

We mean a system to notify owners of restaurants and shops to go on "Operation Road Rage Alleviation Alert."

Clearly, this is a job for the Chamber of Commerce.

Restaurant owners could print up special Road Rage Alleviation menus to have at the ready that could be brought out once the alert system is activated.

Shopkeepers could call home and warn their families that they'll be late, then put signs in their windows announcing special late hours as part of the Downtown Los Gatos Road Rage Alleviation program.

We think this makes a lot more sense than telling tired commuters "Keep Out! This Means You."

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