Hansen: A dividing line in Dana Point

Depending on your point of view, there are many ways to describe Pacific Coast Highway: a romantic scenic route, a freeway shortcut or a commuter’s daily grind. But right now in Dana Point, it’s a wedge, literally and figuratively dividing a town.

The southern terminus of California State Route 1, as it is officially called, is being split in two. On the one side is traditional PCH — crowded, full of cars and people — and on the other is Del Prado Avenue, which is nearly empty because it’s undergoing a major remodel.

In the past, PCH southbound went down Del Prado. Not anymore. Most of the traffic, both north and south, will bypass Del Prado.

To make amends, city leaders are marketing the area as the new Lantern District, a revitalized, multimillion-dollar town center project that has galvanized residents and business owners for the last several years. The intent by city officials is to fix a problematic traffic pattern and help create a new area for businesses to thrive.

Unfortunately, few businesses are thriving.

“They took away our traffic, no matter what they say,” said Debbi Riley, owner of Timeless Teak, a furniture store near the newly minted archway announcing the district.

Riley and husband Mike have owned the shop for 17 years. Admittedly old school, they don’t have a website. Instead, they spend their valuable time trying to provide good customer service. They weathered the recession but now wonder how long they can survive this latest impact on their bottom line.

With the lengthy construction and redesign, Debbi said she’s seen a 40% decline in business, and she doesn’t see it recovering anytime soon.

“To me, it will take 10 to 20 years,” she said. “I know I don’t have that. We will be OK, but I worry about other businesses.”

Shops up and down this half-mile strip are trying to make the best of things, including the heavy construction trucks, open trenches and lack of parking signs. The whole street is a confusing maze of wrong way to nowhere. Drivers will sometimes stop in the middle of the road, not knowing where to turn or park.

Riley said she’s already seen an increase in accidents at her intersection, including those involving pedestrians. The store is at 24366 Del Prado.

The Lantern District plan was formally adopted in June 2008 after several years of local debate and compromise. The goal was simple: Give the area a facelift to help provide long-term benefits.

“It’s been a mixed bag,” said Heather Johnston, the plain-talking executive director of the Dana Point Chamber of Commerce. “There are some businesses that are doing just fine and some that are really struggling with it.”

Johnston said the chamber and city have worked closely to provide businesses with extra resources to last through the construction. The heavy infrastructure like water and sidewalks is not expected to be completed until October.

Historically, this stretch of land has never been a huge draw for tourists, according to the city. Throughout the 61-page project document, the old town center was criticized for not being a good, well-rounded destination — not enough shoppers, pedestrians or residents.

“The Town Center falls severely short of fulfilling its potential to be a vibrant, engaging and sociable activity center that is an attractive destination for residents and visitors,” the document says.

The affected small businesses, however, are not buying this characterization, claiming that the real benefits of the new development are going elsewhere.

“It looks pretty, but that’s about it,” Riley said, pointing to the banner signs and archway. “It’s good for developers.”

Other businesses along Del Prado have complained about the details of the ongoing project at the various public meetings. A protest group, Save Dana Point, printed up signs that adorn businesses along the stretch, making it look like it’s an election year.

For its part, the city has tried to reach out with helpful information, hoping that businesses remain patient. Even before the original plan was approved, more than 30 public meetings were held, subcommittees were formed and door-to-door outreach was launched. Communication was furthered through newspaper ads, direct mail, workshops, meeting reminders, street banners, online means, fact sheets, maps and surveys.

“We have an older demographic of the residents who live here,” Johnston said. “They like their sleepy beach town, and they don’t want Dana Point to look like a cookie-cutter community. So it’s something they’re very worried about.”

Johnston said she tries to strike a balance within the community, realizing that the whole point of a chamber of commerce is to help small businesses. She believes that the businesses will start to see a light at the end of the tunnel soon, but admits they may have to adjust their eyes to what they see.

“I think we are probably going to get some development that people aren’t going to love,” she said. “I don’t want to see Dana Point lose its character. But at the same time, I also recognize that some of these chains are the ones that have the money to be able to go in and build some of these things.”

Perhaps it’s just a coincidence that right next to the new, fancy Lantern District archway, two new buildings — both restaurants — are going up. And from the pictures on the site posters, they are not going to be cheap.

One is called Craft House, and with its high ceilings and outdoor seating, it looks like it could be in Newport Beach, La Jolla or Santa Barbara. The other is Blue Lantern Cafe. It has more of a mission-style architecture and with frosted glass and discrete lighting evokes a casual elegance.

You can imagine ample drinking areas with comfortable couches and oversized cushions.

Unfortunately, neither restaurant is likely to buy its furniture from Debbi Riley’s Timeless Teak across the street.

Her business will have to come some other way.

DAVID HANSEN is a writer and Laguna Beach resident. He can be reached at hansen.dave@gmail.com.