Highway 100 runs off of West End Av, but it is not called West End by that point. It is HWY 70 S or Memphis-Bristol HWY or Harding Pike. Memphis-Bristol Hwy is an offical secondary name, it shows in maps and in the Metropolitan Police system, however, it is not a common use name, and many people will not know what you are talking about. There are few signs that actually have that name.