The Roscoe Boulevard exit of the San Diego (405) Freeway looks like a lot of other freeway ramps: The chances are good you’ll see an occasional panhandler, a couple of runaway shopping carts and litter lining the street. That is exactly the kind of unsightly image San Fernando Valley leaders hope to get rid of with a beautification project that will spruce up Roscoe with palm trees, colorful bougainvilleas and native plants. “When you look at some of the off and on ramps, there are some that look absolutely terrible,” said Bruce Ackerman, head of the Economic Alliance of the San Fernando Valley, which is working with state Assembly Speaker Robert Hertzberg (D-Van Nuys) on the Valley Gateway Project. The idea for the project came about a couple of years ago when the Alliance and Hertzberg were simultaneously, yet separately, discussing ways to improve the look of the Valley’s freeway ramps. It has actually taken all that time to work out details with the California Department of Transportation. Ultimately, Caltrans cannot afford to plant and maintain landscaping along freeway ramps. But private businesses can, with Caltrans supplying the water, said Margie Tiritilli, Caltrans spokesperson. “We want to work with the community any way we can to help beautify the area,” Tiritilli said. “We not only plan to do the private landscaping, we plan to maintain it,” Ackerman said. Caltrans can then “take the money they would save and put it right back into the water, because it will take more water to maintain a new project.” The project is expected to break ground by the first of the year at ramps off the 405 freeway at Roscoe Boulevard and is intended to provide a “visual impact” to passersby, said Jeff Brazil of Caltrans. A major player is Galpin Ford of North Hills, whose owners have committed thousands of dollars to sprucing up the area. Also involved is Anheuser-Busch, across the freeway from Galpin. The project is estimated to cost between $100,000 and $200,000, Ackerman said, with Galpin and Anheuser-Busch, Inc. the major contributors. “The payoff is the satisfaction of having accomplished this project,” said Jane Boeckmann, who owns Galpin Ford with her husband, Bert. Money from Hertzberg Hertzberg is supporting the project with a contribution of $50,000, said Miriam Jaffe, Hertzberg’s chief of staff. “Speaker Hertzberg believes the on and off ramps are literally the gateways to our community,” Jaffe said. “He wants to make sure they reflect our community beautifully.” Galpin Ford occupies much of the land on Roscoe Boulevard east of the 405 freeway, all the way to Sepulveda Boulevard. Boeckmann envisions the beautification project as “a whole experience” in which passing motorists will find an array of colorful flowers, trees and other touches. The beautification is considered a prototype that will hopefully extend to other freeway ramps throughout the San Fernando Valley, said Bob Scott, vice chair of the Valley Industry and Commerce Association. “The goal is to do all the Valley ramps eventually,” Scott said. “Most are neglected areas. Interestingly enough, it’s the spot where people sit in their cars waiting for the light to change. It’s a great opportunity to make a positive impression for them.” Lawrence Moss and Associates, a Glendale-based landscape and architectural firm, is drawing up the final design, Ackerman said. From start to finish, the project is expected to take three to four months. Once implemented, the project’s ongoing maintenance costs will be covered by Galpin and other private businesses that wish to contribute, Boeckmann said. “We are committed to covering it,” she said. Ackerman said maintenance is estimated to cost between $1,000 and $2,000 a month. “We try to keep our business as beautiful as we can, but the ramps are just unattractive,” Boeckmann said. “(The project) will make people feel better about coming here. When you have things of beauty, it shows you care. We care about the Valley, and we want to show it.” Ackerman said, “We want to make sure that motorists coming off or going on the freeway have this feeling of, ‘This is nice, this is impressive, this is attractive.” The $50,000 from Hertzberg comes from his political election campaign. “You can donate campaign funds to legitimate charitable or legislative purposes this is actually both,” said Paul Hefner, Hertzberg’s press secretary. “The money is going to a 501 program.
