Customers who buy cars from family-owned Base Auto Sales at the corner of Valley Drive and Hadley Ave., have always been treated like family. Now, during the Valley Drive road reconstruction project, Base Auto Sales (BAS) is literally going the extra mile for customers: they will pick you up around town to drive you to their lot or bring a car you’re interested in right to you!
The New Mexico Department of Transportation (NMDOT) road construction on Valley Drive has been hard on local businesses, forcing them to find creative ways to work with customers who might otherwise avoid the construction zone. “It’s been difficult – that’s for sure,” said BAS owner Ron Sugamosto. “So, we’re determined to provide even more extraordinary customer care as well as great deals as we enter our busiest time of the car buying year - tax return season.”
With street barriers blocking easy visibility of the BAS choice cars, the independent dealership relies more on the internet to spread the images of their offerings at www.BaseAutoSalesllc.com. “You can even start the process of getting your trade-in evaluated online,” said Mu Taiaroa, long-time BAS general manager. Taiaroa is proud of how the BAS team has come together in this stressful time to keep their values strong.
Clean cars at a superior price is the reputation BAS has built up over 40 years in business, and now, even with the dust of road construction, the staff is out twice a day making sure the vehicles sparkle.
The NMDOT Valley Drive project involves roadway reconstruction, utility replacements (by Las Cruces Utilities) and lighting/signalization improvements on Valley Drive and Avenida de Mesilla. Currently the two active zones of construction are on Valley Drive from Picacho to Amador and on Avenida de Mesilla from Valley to Hickory. The project has not gone as originally planned, due to unexpected complications in Phase 1 which sidelined the carefully planned schedule, and forced the contractor, AUI Construction, to move forward with Phase 3.
The City of Las Cruces is working to mitigate the stress on Valley Drive businesses as much as allowed by law. The New Mexico anti-donation clause strictly limits what the City can do, but the City is supporting affected businesses in this manner:
- Work with NMDOT efforts to expedite construction progress by providing after hours City inspectors,
- Provide detour signs to help guide customers to specific businesses,
- Place personalized access signs with specific business names to assist customers getting to Valley Drive businesses,
- Launch “Patience during Progress” advertising campaign to encourage residents to continue to patronize Valley Drive businesses,
- Provide portable lighting along Valley, until permanent lighting is restored,
- Adjust synchronized stop lights during construction to move traffic as quickly as possible,
- Provide LCPD surveillance trailer onsite for Valley Drive security, and
- Participate in monthly Valley Drive community meetings hosted by NMDOT to keep businesses informed (held the third Tuesday of every month from 6 p.m. to 7:30 p.m. in the Roadrunner Room of the Thomas Branigan Library)
“The new signage will help Valley Drive businesses with exposure and hopefully bring in new customers, while reminding existing customers that the Valley Drive businesses are open for business,” said Mayor Ken Miyagishima.
Sugamosto is adamant about his business surviving this challenge, saying: “Base Auto Sales will move forward and fight through this, especially when we know we have die-hard repeat customers who refer their friends and family to us.”
Submitted by The City of Las Cruces, which encourages residents to support our local Valley Drive businesses, and our local Chambers of Commerce are also working to provide support. Please be patient through the NMDOT Valley Drive road reconstruction. For the most up-to-date information please visit www.valleydrive.net.