Business & Tech

Businesses Hope to Attract Customers Despite Ortega Construction

First banner of its kind goes up in San Juan Capistrano.

The first banner under a new city law aimed at helping businesses attract customers in the midst of major construction at the Ortega Highway/I-5 interchange has gone up.

Steve DeNault of DeNault's True Value Hardware said he wanted to emphasize the store's home decor and gift section and positioned the sign toward the freeway.

"We really don't know the full effect until we get the bridge to half capacity," DeNault said.

Caltrans officials have said that is likely to happen within a couple of weeks.

DeNault said even if only one in 10 potential customers decides he doesn't want to deal with the traffic congestion, that's still a 10 percent loss in business.

Earlier this month, the San Juan Capistrano City Council passed an emergency ordinance allowing businesses to hoist additional banners to overcome a issuable downturn in sales. The new law -- which requires owners to comply with strict guidelines -- expires next month, but the council will entertain extending it.


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