Does UNLV need a more fabulous look?

By Jackie Valley

Monday, July 18, 2016 | 2 a.m.

A brick-and-stone sign flanked by desert landscaping sits at the corner of Tropicana Avenue and Swenson Street, announcing UNLV’s presence.

It’s a modest entryway to the region’s only public university, where more than 28,000 students attend classes each year, mere blocks from the Strip. University officials fear the humble signage may be a missed opportunity to capitalize on the intersection’s heavy traffic and better promote the UNLV campus.

For several months, university planners and students have been studying the feasibility of renaming Swenson Street and revamping that end of campus. It would serve a dual purpose: create a more welcoming entry point while bolstering the urban university’s visibility to passersby, including the many taxis shuttling tourists to and from McCarran International Airport.

“Would (a street name change) give more of a presence to the fact that there is a university here?” mused David Frommer, executive director of UNLV Planning and Construction.

He says university planners think that’s a distinct possibility. After all, about 86,000 vehicles travel near the intersection of Tropicana and Swenson each day, according to the Nevada Department of Transportation. That means there are millions of people passing that stretch each year — and, among them, potential students, donors and staff who may not know much about the university. Students in UNLV’s Lee Business School have been conducting “soft market research” about perceptions of Swenson Street, as well as its history.

The street begins near the airport and continues north, curving around the western edge of campus. Any proposed name change likely would only affect the portion running from the airport to Flamingo Road, Frommer said. No alternative names have been formally suggested, but Frommer said he anticipated they would include “university” or “UNLV” attached to a roadway moniker like parkway or boulevard (University Road and University Avenue already exist on or adjacent to campus).

If the idea moves forward, it would involve more than swapping a street sign.

The name change would be part of a broader branding and beautification effort, with additional university signage and landscaping along Tropicana Avenue to make the campus border more obvious and inviting, Frommer said. University officials, however, plan to discuss the name-change idea with community leaders and Swenson Street business owners before proceeding. Embassy Suites by Hilton, Nathan Adelson Hospice and Dollar Rent A Car are among the businesses on that street.

Clark County Commissioners Mary Beth Scow and Chris Giunchigliani, whose districts include portions of Swenson Street, signaled interest in the possibility. Both acknowledged the idea could improve that area as a campus gateway.

“I think it would be wonderful to have tourists and locals alike driving along and seeing the UNLV brand,” Scow said.

County code details the procedure for renaming a street — a situation that, although rare, has been done. For instance, a 1.8-mile stretch of Industrial Road became Sammy Davis Jr. Drive last September, immortalizing the legendary Rat Pack member. Appropriately, Sammy Davis Jr. Drive meets Dean Martin and Frank Sinatra drives.

The name-change process involves submitting an application with a $300 fee, staging a public hearing and receiving recommendations from certain entities, including the city’s fire alarm office, which examines safety-related aspects. Ultimately, the county commission would approve or deny the request.

As the applicant, UNLV would be responsible for covering costs associated with any name change, from installing new street signs to reimbursing businesses and residences for changes to their business cards, checks and stationery. But relabeling Swenson Street is arguably the smallest transformation being discussed for that area.

Earlier this year, when buzz began about the Oakland Raiders eyeing a move to Las Vegas, the first potential stadium site identified was a 42-acre plot on Tropicana Avenue near Koval Lane. UNLV had purchased the land in late 2015 with the intent of building a new Rebels football stadium or creating a mixed-use “campus village” with residential, retail and dining space, Frommer said.

Concerns about the site’s proximity to airport flight paths have dimmed the stadium possibility; however, it remains among the options being considered by the Southern Nevada Tourism Infrastructure Committee.

Meanwhile, community leaders have been debating transportation improvements for the resort corridor, some of which may affect Swenson Street. County officials proposed an elevated expressway that would link airport traffic with the Strip. That project proposes building two elevated, one-way expressways over existing roads — and one would go over Swenson Street and Paradise Road.

Given the ongoing, interweaving conversations, university officials aren’t finalizing any campus-improvement plans just yet. But they know the western edge, now home to multiple athletic facilities, presents some exciting possibilities. So-called “college towns” are defined by the bleed of campus into the surrounding area, and as UNLV grows, it could have more of a striking presence in and effect on the look and feel of the neighborhood.

“It’s an area where there’s an opportunity to have a rebirth in the center of the city,” Frommer said.

Mapping out possible changes

1. See what develops. Last year, UNLV purchased 42 acres of land near Tropicana Avenue and Koval Lane. The plot is under consideration as a possible site for an NFL stadium. When UNLV bought the land, university officials envisioned it as either a space for a Rebels football stadium or a “campus village” with residential units, dining and retail.

2. Campus entrance. Maryland Parkway is commonly thought of as the main entry point to the university, because it’s close to many academic buildings and lined with dining and retail on the east side of the street.

3. Fresh look. UNLV is considering enhanced signage and landscaping along the Tropicana Avenue border of campus. The idea — aimed at beautifying the area and giving it a more welcoming feel — is contingent upon agreements with Clark County, which owns some of the land. The university has not sought any agreements or partnerships with the county because it’s too early in the planning process.