Imperial Valley press., 1933-05-06
To
HELP ERECT
ROUTE SIGN

"Should you drive down from
Los Angeles, via the Indio route
some night to the Coachella wye
or junction and see a great burst
of radience, do not mistake it for
the aurora borealis. 1t will be a
road direction sign erected by the
Tourist and Convention Bureau of
Imperial Valley-that is if those
persons in Imperial Valley who are
particularly interested in the flow
of motor traffic cooperate by their
contributions to make the erection
and maintenance of this sign posi-
ble.p
The above statement was made
by M. o. Simms, chairman of the
newly formed bureau. w. S. Lee,
manager of the Princess hotel, vice.
president of the organization is as
sisting Simms in organizing vari-
Gus groups interested in tourist
traffic for the purpose of erecting
and maintaining this sign.
The sign will be fully Neon light
ed and will be eight feet high and
rs feet long, and will be placed
at the road junction in the city of
Coachella, where the newly COM
pleted road through Blythe and
Wickenburg, TO Phoenix takes off.
Observations made by members of
the Tourist and Convention bureau
have demonstrated that a large
number of persons reaching this
junction and undecided which road
to take in order to get to Phoenix,
Tucson and Ell Paso, as the Coach
ella and Blythe people have anti
cipated this hesitation on the part
of visiting motorists and have plac-
ed a lighted sign over the route
leading to Blythe. The latter route
is at present getting most of the
travel to the detriment of the cities
of Imperial Valley. 1t is to give
proper road information concerning
the route to Phoenix which leads
through Imperial Valley that the
new sign is being erected.
The sign designed by the COM
mittee reads as follows, "Keep to
right, Ell Paso main route.' The
cities of Phoenix and Tucson are
shown in 24-inch Neon letters and
another line states that the road
is all paved, fastest and scenic,
with no mountain driving.
Much Revenue Involved
"The Ell Centre chamber is CO.
operating in the project of erect
ing this important traffic sign,o
states w. A. Tondro, president,
because the revenue derived from
motor traffic through Imperial
Valley is of economic Importance.
We have an investment of about
81 SOC, 900 devoted to caring for the
passing motoriSt and we must not
let another road cut into this traf-
fic if we can prevent it. The juno
ton point at Coachella could re-
suit in great losses, and it is ex-
lceedingly important that this di-
rection sign to be erected. We hope
that there will be full support ac-
corded Mr.. Simms and his COM
mittee.'
According to Simms contributions
for the erection of this sign can be
made to his office at The Texas
Company, at Ell Centre Chamber
of Commerce headquarters, or
through any of the hotels in the
city. Practically every person ap-
preached, he states, has been eager
to see this sign erected by the
Tourist and Convention bureau. A
number of the committee cannot
find time for personal calls, and
the request is therefore made
through the newspapers that con-
tributions for 81 up, or monthly
contributions of 81 be sent in, so
that this sign board can be i'm
mediately erected and Ell Centric
and Imperial Valley retain the
tourist traffic which they have en-
ioyed before the competing road
became a dangerous factor.