RIPON, Calif. -- Thousands of drivers count on Highway 99 to get where they're going, but billboards, trash and even dead grass along the north-south artery is sparking concern among some valley residents.

The major artery through California, Highway 99, is home to dozens of small communities that drivers pass on their way to Los Angeles or Sacramento. But it also seems to be home to litterbugs.

The section that seems to be hardest hit is in the San Joaquin Valley, between Stockton and Bakersfield.

But now residents like Chris Murphy and other members of the Highway 99 Task Force and Great Valley Center say enough is enough.

"It looks terrible. When you drive up and down Merced, Modesto, Pixley, Tulare, you name it, we have an image problem. We have to deal with," Murphy said.

Murphy says that you cannot bring business, new development, residents and people to the area while the No. 1 roadway looks like a junkyard.

Task force members want to work with Caltrans to make changes that will hit home with residents and drivers. The city of Ripon is one example.

A new sign, greenery and a new interchange was all paid for through bonds and federal and state grants. The $21 million project has been a big boost for the area.

"We get comments from people all the way down the state from San Diego to Bakersfield, Visalia," said former Ripon Mayor Don Moyer.

"It really promotes this area in here. (It's) good for the business here. It's good for Flying J," said businesswoman Dorris Wilson.

Murphy says that giving Highway 99 a makeover may mean better business, but that it's also about community pride.

"I've lived in Seattle, Bay Area. Now I'm back. I think more Modestans and central valley towns have a sense of pride of what their towns looks like for people who drive through.

Government and business leaders plan on holding a number of town hall meetings later this year to discuss beautifying Highway 99.