FLINT, Michigan -- It was a long road to get here, it's official: University Avenue now cuts through Flint.
The symbolic nod to the city's educational institutions now looms in green and white on street signs that used to read Third Avenue from Nolen Drive to North Saginaw Street, a stretch of less than two miles. The new signs were unveiled Tuesday.
It's part of a vision that goes back at least five years to link Kettering University to downtown and the University of Michigan Flint -- a way to spotlight the "college town" image planners have been trying to promote.
Mayor Don Williamson said the name change signifies a new chapter in the history of Flint.
"The goal to revitalize our great city is further advanced by the enhancement project of Third Avenue symbolizing Flint's transformation from a major center for automobile manufacturing to a city known for its educational institutions," Williamson said during a news conference.
The project also includes a $1 million beautification plan, including trees, benches and new lighting.
Changing the name of Third Avenue to University Avenue is designed to link the city's college campuses but some business owners say it has another advantage: ending the confusion between Third Avenue and Third Street.
Brad Shelton, manager of Shelton Tire and Services, said customers for years have gotten lost trying to find the business that his grandfather began operating in 1928.
"So many people call and say we're on Third Street and at a dead end, where are you," Shelton said.
"This is the step in the right direction. I can't wait for the new street lamps to come up. They are trying to make it better here."
Michael Harris, Kettering University provost and VP of academic affairs, said the name change fits well with the university's vision of becoming a vital part of the region.
"One significant element, as we move forward, will be higher education," he said.
Harris said the change symbolizes a joint vision for Kettering, other universities, the city and the county, as well as economic changes toward higher education.
The Flint City Council approved the name change at a meeting earlier this month.
Paul Streby, a lifelong Flint resident who works at the Frances Willson Thompson Library at the University of Michigan-Flint, said he thinks the name change will help improve Flint's image.
"We're an educational institution town and I think this will help people see us in that way," he said.
