The SR-210 freeway extends from Route 66 in the City of La Verne to Interstate 215 in the City of San Bernardino, stretching 28.2 miles. The project was built in two major phases – the first phase extended from Upland to Fontana, with construction under way from 1998 to 2002 – the second phase extended from Fontana to San Bernardino, with construction in place from 2002 to 2007. Since its opening in mid-2007, the freeway has reduced east-west travel times and provided congestion relief for Interstate 10, Baseline Road, Foothill Boulevard and north-south surface streets.
AA was responsible for developing and managing the Public Information and Safety Program for this new eight-lane freeway. Over a 10-year period, the AA team coordinated public outreach activities among SANBAG, Caltrans, seven partner cities, residents, motorists, businesses, schools, elected officials and community groups. AA organized two major grand opening celebrations (2001 and 2007) entitled “Come Play on the Freeway and “Come Play on the Freeway: The Finale”. More than 32,000 people combined attended these community events which featured runs, walks, bicycle rides, ceremonies, car shows, entertainment and exhibits, with proceeds donated to local charities.