Superior seeks to dispel confusion around new bridge with TV spot

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SUPERIOR, Colo. -- Of all the names a town could have, Superior is a pretty good one, “It was an old mining town and the quality of the coal was deemed to be superior and that’s how it got its name,” said Superior Town Manager Matt Magley.

Just off the Boulder Turnpike at the McCaslin Boulevard exit, 60 percent of the town’s income is retail, with Costco, Whole Foods, Target and Safeway being some of the bigger stores.

But on Superiors path to progress, a slight hiccup is on the road.... actually, it’s on the newly redesigned McCaslin bridge.  They call it the diverging diamond interchange.

“Traffic is going to cross over to the other side of the interchange, and then once it crosses the bridge it will cross back over to the normal flow of traffic,” explains Magley.

So to get the message of improved mobility out to the masses, Superior chose one of the most effective ways to reach as many people as possible. -- a TV ad.

“It’s a great way to reach a lot of people,” said Magley.

But to reach Superior, visitors will have to cross the McCaslin Boulevard bridge, which the town is hoping is not a bridge too far.

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