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West Coast Choppers Place: The Redemption Of Jesse James by Ryan ZumMallen | Long Beach News | 01.29.10 | | Text Size: +
8:50am | Jesse James couldn’t take his eyes off of it.Sporting an ear-to-ear grin that never disappeared for a moment, the world-famous owner of West Coast Choppers kept staring up at the street sign that now bore his company’s name. Click here for photos from the event on the West Coast Choppers Blog. James has made an international sensation of his motorcycle designs and customizations, not to mention his reality shows like “Monster Garage” and “Jesse James Is A Dead Man.” As people have warmed to the idea of a soft-voiced, fast-driving mechanic covered in tattoos, so has the City of Long Beach, and city officials rewarded James on Thursday by renaming the street he built his reputation on from “Oregon Ave” to “West Coast Choppers Place.” “I don’t know what to say, I’m overwhelmed,” James told a throng of television reporters and reality television camera crews. “I know I want to be the first do a burnout. Or break some kind of vehicle infraction.” That quick, rebellious aside – and the laughter that burst from the crowd after it – is the reason that James’ star has grown as quickly and as brightly as it has in the past decade. Once considered a nuisance and a menace, James has changed public perception without changing himself (he wore his work overalls to the press conference), and it has endeared him to millions. Not even the man himself foresaw his transition from the Outlaw to the Darling Jesse James. “I didn’t think I’d ever see this day come,” James said when I caught a rare moment alone with him. “Through all the ‘Monster Garage’ stuff and I always thought we were kind of a thorn in the City’s side. It’s nice to be seen as an asset.” First District Councilmember Robert Garcia, who introduced James, explained. “We’re here to celebrate not just renaming a sign but celebrating a business here in Long Beach that’s really brought worldwide recognition to our city,” Garcia said. “Mr. James has done incredible work with his staff not just with choppers [customized motorcycles] and iron but also a lot of community work. We’re lucky to have Jesse as a part of our community.” ![]() Long Beach City Councilmember Robert Garcia and Jesse James. Photo Credits: West Coast Choppers Blog Click here to read our policy on covering the Long Beach City Council. Comments
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21 Comments so far.
Godfather Nice.............. Pam Very cool! That's a beautiful shop. I hope he finds his dog soon. Good for you Jesse and congratulations. You are a proud son of Long Beach! Robert Palmer Hey Jesse, Way to go... Now we need LB to become more motorcycle friendly with special parking in downtown and on 2nd street in Belmont Shore. Nikol AWESOME PHOTO! Love him and the shop :) Birdman of long beach Jesse James you earned the priviledge my friend. I sure hope you get Cinnabun returned. I wonder if whoever has her is holding off on returning her for a reward and it would not surprise me. My son Stephen when he found out I was living in long beach. He's a truck driver in Dallas Texas. First words practically out of his mouth was Dad I can't wait to get a Jesse James hat and T-Shirt. And thats what he is wearing proudly now because I sent it to him immediately. You know the Critics are going to feel it was very unfair for you to get a street honored with your name. Actually I think we could come up with a few pretty good names of streets for them " Ha Ha " People earn what they get and keep up the good work. Heh maybe after I rescue and doctor about 50,000 more injured pigeons there might be a alley or something renamed Birdman of long beach place or something " Ha Ha " thats a joke as you know how the city feels about the birds. They get no honors for being war time hero's saving so many thosands of military men's lives. Anyone interested in learning more. Google imformation and read about all the pigeons that were decorated as hero's you will be quite impressed. LBRM CEO Awesome! A well deserved and appropriate recognition for a Long Beach landmark and personal success story of a man with a heart. Blessings, Jesse! Susan Good Going Jesse James.... And I hope you find your missing pup!! LB fantastic job! hey You deserve it! areyoukiddingme and just how much did this cost the city that doesn't have the money to keep libraries open or buy new books for libraries or fix potholes in the street. i bet there aren't any potholes on West Coast Choppers Lane. Idiocracy at its finest. Bikers U.S.A. To areyoukiddingme , don't worry about it. You will be treated equal because they are going to rename your street Idiocracy Lane in your honor. These fine people earned there fame just like you idiots earn your shame. Please leave our fine city you just don't fit in. Jesse you're the greatest. LBcali Congratulations West Coast Choppers. I still have my eyes open for your dog, I hope whoever stole her does the right thing and brings her back to you. Simpleton Congrats to you Mr. James. Keep following your passion, dude. And hats off to Councilman Garcia. Self-promotion is what our city leaders should be doing all day long. Contrast this with local dipstick politician Alan Lowenthal, whose great idea is to eliminate free parking. Never mind that Long Beach is in the midst of the most sprawling metropolis in the entire United States. Elyse Please help Jesse find his lost puppy, Cinnabun: "Cinnabun beloved 9mon old Fawn, Female Pitbull of West Coast Choppers Jesse James came up missing Monday, January 25th around 2pm his time, she was last seen wearing a WCC pink collar, Please if anyone has any information on her where abouts contact 562-983-6666." for more info & pictures: http://westcoastchoppers.com/2000-reward/ Robin I hope you find your dog.Maybe someone found her and is keeping her because they know shes your dog. I hope not.Maybe you should increase the reward? Illinois is really hoping you get her back. Mark Brown Finally, the city does something right, and makes a good move. That's one in a row. pascal from South ofFranc this is a achievement of a part of your life et a, as we say in french, reconnaissance du travail accompli. Congratuletion, Pascal. 2008 CVO in Eureka, CA You're truely a trend setter. What are the odds of seeing Orange County Choppers come in second ? I can almost hear them screaming from here. Team Tsunami You're setting that extra mile standard. You're welcome to build a second shop up here in Eureka, on Hwy 101. Many bike runs up here. areyoukiddingme to bikers usa: Do you mean "their" fame? I have no beef with Mr. James. I actually agree in that I think he is an honest, hard working man, though I don't know really because I've never met him. But to spend money on a frivolous, gratuitous symbol in the midst of a serious recession is bad judgment. The city doesn't celebrate every hard-working, honest individual in the city. So, why single out this one? Just because he's on TV. The money can be put to better use elsehwere. plume COOL
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LBPOST.com Managing Editor Ryan ZumMallen keeps up on all the current and breaking Long Beach news.
Ryan ZumMallen has served as the managing editor of the LBPOST.com since 2007. He graduated from CSULB with a degree in Print Journalism in 2008 and is a member of the 2009 class of Leadership Long Beach. You can find him on various basketball courts around the city.
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