When visitors land on the front page of the Presidio Parkway’s website, they see an animated pelican emerging from beneath the Golden Gate Bridge, gliding across green hills and blue skies. When the bird lands, you can “Meet Parker” with a click and learn all about the Presidio Parkway Pelican.
The PR team for this freeway project wants you to know that Parker the fictional pelican is “very excited about the improvements the new Presidio Parkway will bring to his favorite national park!”
This “former military pilot” even has his own color-within-the-lines page [PDF] that parents can print out for their kids to fill in. Perhaps that helps distract the whole family from the $1.4 billion taxpayers will be forking over for the next 30 years to build a one-mile freeway connecting the Golden Gate Bridge to San Francisco’s Marina District.
The Presidio Parkway probably needs a re-branding campaign like this to make it palatable to the public. With the images of birds, clouds, and rolling hills, you can’t really tell that this project is about building a gargantuan concrete structure. In fact, the website insists that it’s “a parkway, not a freeway” with a logo depicting a quaint, narrow road, somehow free of motor vehicles, snaking through the grass to everybody’s favorite bridge.
There’s no doubt the depression-era Doyle Drive needed to be replaced, and there’s good reason the design of its successor has been deliberated since the 80s. The elevated highway was crumbling and would likely have succumbed to the next big earthquake. Designed to steer the motoring public around the former Presidio military base, it cut off the national park from the Bay.
The new road will be less of a monstrosity, and the temporary structure built in the first phase has already provided a “seismically safe” road for drivers. Car traffic is currently routed through the first of four planned tunnels via a temporary bypass road. In 2015, both pairs of tunnels are expected to open, and on top of them will be 13 acres of parkland that people and wildlife can traverse freely to Crissy Field.