Not so soft on Coke machines

Eron Ben-Yehuda

HUNTINGTON BEACH -- The company’s slogan may be “Always Coca-Cola,” but a

resident never expected two vending machines to pop up this month and

spoil his home’s ocean view.

“I can’t even believe you can do this,” said Jim Smith, who lives by 12th

Street and Pacific Coast Highway, where city officials installed the

machines as part of an agreement with Coca-Cola to become the city’s

official beverage.

Smith’s neighbor doesn’t think that “Coke Is It,” either.

“They look hideous,” said Greg DiLibero, 36.

Since the corporate sponsorship went into effect in February, the city

has set up about 100 of the 150 beverage machines agreed to under the

10-year deal that earns the city $300,000 annually, said David Dominguez,

a senior recreation and development supervisor.

The desperate need of city officials for added revenue doesn’t justify

sticking these eyesores along the coast, said the 46-year-old Smith.

“They haven’t used any class at all,” he said. “It seems to me like we’re

selling our souls.”

Dominguez expected some flack from residents. “We’re not always going to

put them in the best location in people’s eyes.”

Placing the black, boxy devices by Smith’s home saved the city money

because electrical outlets already exist nearby, Dominguez said. The Coke

agreement requires the city to pay for installation costs.

The city probably will not remove the machines because Smith’s view was

hampered already by a telephone pole and two public phone stands,

Dominguez said. “Maybe we’re adding to the clutter, in his eyes.”

Smith knows one way to bring the problem home to officials.

“If they want them, they should really have them in their front yards as

well,” he said.