BRAND BOULEVARD OF CARS BOOMS DEALERS PLANNING HUGE EXPANSIONS.

Byline: Alex Dobuzinskis Staff Writer

GLENDALE - The Brand Boulevard of Cars is getting its most extreme makeover in recent history, with several dealerships planning multimillion-dollar expansion and renovation projects.

And the opportunity to sell more cars from the dealerships located along the 15-block stretch of Brand Boulevard from Colorado Street to San Fernando Road means more high-paying jobs and more sales tax revenue for the city, officials said.

``It gives a strong message that, based on each company's analysis of this community and the surrounding communities, this place is the place to be,'' said City Councilman Dave Weaver. ``Because they're making huge financial investments, they're planning to stay here.''

Weaver said he had never seen as much construction along the Brand Boulevard of Cars as he sees now.

One of the most visible projects is at Pacific BMW, 800 S. Brand Blvd., which is building four-story structures on either side of the street, connected by a three-story ``bridge.''

The $20 million project is being built in phases, with completion of the 226,000-square-foot facility slated for 2007. Pacific BMW's rebuilt facility will resemble the Glendale Galleria's bridge over Central Avenue, officials said.

``For the most part, I think it's a street that hasn't built in a while, and I think it's just development and growing with the times,'' said Reggie Louie, operations manager at the BMW dealership.

Other construction projects at South Brand dealerships include a $10 million, four-story new showroom at Glendale Infiniti.

And Calstar Motors, a Mercedes-Benz dealership, has completed a preliminary plan review process for a $20 million facility that would have two four-story buildings.

Glendale Nissan plans a $10 million renovation and expansion of its existing facility. And Toyota of Glendale is about to start construction on a parking structure set to cost roughly $5 million, officials said.

There are 16 dealerships along South Brand, and some of the other dealerships have also expanded or renovated in recent years. Dealerships bought land from neighboring businesses or residents for their expansion projects.

The City Council in 1992 encouraged the dealers to undertake such build-outs when it adopted a zoning plan for South Brand.

``With larger facilities, they'll be able to sell more (cars), which means they get more, which means they sell more, so it's kind of a cycle,'' said Philip Lanzafame, Glendale director of development services.

``They are a large producer of sales tax revenue for the city,'' Lanzafame said. ``They generate anywhere between $4.5 million and $5.5 million a year for the city's general fund.''

Alex Dobuzinskis, [phone]

alex.dobuzinskis(at)dailynews.com

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Photo:

Reggie Louie, left, operations manager for Pacific BMW on Brand Boulevard in Glendale, inspects a new $20 million addition to the dealership with Benny Grant, general sales manager, and Steve Lindstrom, general manager.

Evan Yee/Staff Photographer