PACIFIC COAST HIGHWAY in Huntington Beach (Shutterstock).

I am no traffic engineer but even I have come to the conclusion that one of the most persistent and tragic safety problems in our West Orange County is along Pacific Coast Highway in Huntington Beach.

Every week, it seems, there is a fatal traffic accident along that most famous of coastal highways. Sometimes it involves reckless motoring such as speeding. Other times one or more of those driving toward their fates was impaired by the use of alcohol or drugs or being distracted by too much attention to cell phones.

Another complication is the close proximity of automobiles to motorcycles or bicycles (electric or “manual”). There are long stretches of PCH between traffic signals – i.e., red lights – which tempts drivers to goose the accelerator pedal to great speeds. The looping curve between Goldenwest Street and Warner Avenue seems to encourage Formula 1 fantasies.

Of course, the simplest – and most difficult – cure is to convince drivers to act like adults and not idiots. Drive the speed limit – or slower, if conditions merit – don’t drive drunk (etc.) and pay attention to what you’re doing.

But since there are plenty of jackasses behind the wheel, the adults in the room (i.e., government) need to step up their game. The City of Huntington Beach and Cal Trans need to elevate this situation to crisis status and take strong action.

First, PCH needs to have strong separation between lanes for automobiles and bicycles, and I don’t mean just a thin stripe of white paint. Raised barriers, reflective signs and reduced speed limits at “choke points” where collisions are more likely to occur.

Better lighting at key points, relentless traffic enforcement by CHP and HBPD and – if absolutely nothing else works – reducing the number of open lanes.

PCH is one of the most beautiful and scenic highways in the U.S. But there’s nothing pretty about the flashing lights and screaming sirens that follow each bloody – and totally avoidable – death on our stretch of State Highway 1.