For a company well known for its public relations savvy, Gulf Power is facing a nightmare.

The utility has made a mess of a $4.3 million project to increase the power supply to downtown Pensacola and nearby neighborhoods.

Spokesman John Hutchinson said the company chose the cheapest and easiest plan to install new transmission lines near the historic North Hill neighborhood.

But, after complaints poured in from the North Hill Preservation Association, Gulf Power changed its course.

It decided to upgrade existing power lines and poles that have been in place for more than 50 years along E Street, a low-income area dominated by Baptist Hospital.

The change isn't sitting well with residents of E Street.

They want the same consideration North Hill residents got.

Now, Gulf Power finds itself in a quagmire as both sides scream: "Not In My Backyard!''

Back to square one

Without a strong, organized neighborhood association, E Street residents have relied on the activist group Movement for Change and other concerned citizens to take their displeasure to Gulf Power.

But now, the Pensacola Branch of the NAACP is asking its national legal department to seek an injunction to stop the project. Another local group is hoping to hire an attorney to fight the project.

Elvin McCorvey, the Pensacola NAACP chapter's president, believes E Street residents have a good case because federal laws prohibit racial discrimination based on environmental issues.

Big companies historically have dumped on the disadvantaged, who too often don't have the strength and courage to fight back.

Escambia County Commissioner Marie Young, whose District 3 includes E Street, is on the residents' side.

"The way it was done and the perception that has been created put a bitter taste in my mouth," Young said. "They have to deal with the fact that they denied it over there and then want to bring it over here."

An expensive change

Hutchinson said the E Street route is actually preferable, even though it will cost at least $1 million more and take longer to complete than the North Hill route. He said the number of poles on E Street will be reduced from 63 to 36, making the road more attractive as well as improving service.

But Gulf Power could install gold-plated poles adorned with silver bows, and the folks along E Street still wouldn't want them now.

If the project wasn't good enough for North Hill, it isn't good enough for E Street, they say.

One community said no, and Gulf Power listened. Now, E Street residents want to be heard, too.