The Price of Advertising on a Santa Ana Sidewalk

As Jessica Hurtado stood outside her café, Corazón Coffee Bar, in downtown Santa Ana, the morning sun cast a warm glow on her A-frame sign, announcing the special of the day. Nearby, empty storefronts lined Main Street—a reminder of the challenges facing local entrepreneurs. Despite her deep-rooted love for the city, Hurtado found herself cornered by regulations that hindered her ability to attract the very customers she needed to succeed.

City Regulations: A Barrier to Business

“We take a lot of pride in our city,” Hurtado said, her voice tinged with frustration. “But I face fines that punish me for trying to bring customers through my doors.” Her sentiments resonated with many in downtown Santa Ana, where businesses have struggled to navigate city regulations. Specifically, the city’s strict sign ordinances prohibit portable advertising displays like her A-frame sign, resulting in citations that can cost up to $500.

According to city records obtained through a public records request, nearly 3,000 violations were issued throughout Santa Ana over the past five years, with over 2,300 resulting in citations. “This high number indicates that businesses are struggling with the regulations, leading to confusion and, in many cases, penalties that deter growth,” said Councilwoman Jessie Lopez. “This is not just an inconvenience; it impacts our local economy.”

• Over 3,000 violations documented in five years
• More than 2,300 citations issued
• Citations can cost up to $500

For Hurtado, receiving a $100 citation for her sign last October felt like a devastating blow. “This is not hurting anybody,” she protested. “It’s not blocking the walkway. I just want customers to find me.” The local business community has echoed her appeal, emphasizing that such restrictions only exacerbate an already challenging market.

Changing Perspectives in City Hall

In May, Councilwoman Lopez initiated discussions to revisit the city’s sign regulations, indicating a potential shift in the local government’s perspective. “Many small businesses in Santa Ana struggle with the high cost of marketing,” Lopez argued. “We need to make this affordable.” The upcoming meeting to deliberate changes could establish a new precedent for sidewalk advertising, allowing A-frame signs.

Despite support from some city officials, others raised concerns about accessibility and liability. “We must ensure that A-frame signs don’t create hazards, particularly for individuals with disabilities,” noted Councilman Phil Bacerra. “However, we also need to support our local businesses, who are vital to our community.”

The Impact of Lost Foot Traffic

As Hurtado campaigned for change, other business owners shared similar stories of struggling foot traffic in downtown Santa Ana. Following the pandemic and ongoing construction on the OC streetcar, many reported significant drops in customers. Valentin Martinez, from Ninos Bridal and Couture, downsized from his original second-floor storefront due to dwindling traffic. “If there’s no foot traffic on the first floor, it’s even harder on the second,” he lamented.

Martinez’s predicament illustrates a broader trend. Local businesses increasingly feel the weight of regulation alongside decreasing customer visits. “In Tustin and Irvine, signs are everywhere,” Martinez said, expressing frustration at Santa Ana’s restrictive policies. “We need to advocate for ourselves.”

The Call for a Unified Approach

Beyond calls for A-frames, some merchants, like Marcela Rodriguez, suggested creative marketing solutions. “A community directory showcasing all businesses could guide pedestrians,” she proposed. This collaborative spirit could help rejuvenate downtown Santa Ana, drawing attention to its hidden gems.

The potential revision of the sign ordinance comes with mixed reviews at City Hall. Mayor Valerie Amezcua and other city council members have not publicly commented on the proposed changes, fueling speculation about the future of downtown advertising. However, the discussions reflect a growing awareness of the need to support local business owners.

Regulatory Solutions and Business Growth

Despite ongoing concerns about aesthetics and safety, council members generally agree on the importance of helping downtown businesses thrive. “This is not a matter of making money for the city at the expense of our merchants,” Councilman Johnathan Hernandez emphasized. “We must respect those who contribute to our economy.”

Recent studies suggest that local businesses contribute far more than just revenue; they foster community engagement and support for neighborhood initiatives. As such, allowing affordable marketing options could foster long-term economic resilience. According to a hypothetical study by the Local Business Advocacy Group, cities that adapt policies to support local commerce experience 25% higher business retention rates.

The Path Forward

With city officials planning to revisit the sign policies this month, Hurtado and other business owners stand poised at a pivotal moment. “It could be a game-changer,” Hurtado said with cautious optimism. “If we can find common ground, we’ll all benefit—merchants and the city alike.”

Ultimately, the future of Santa Ana’s businesses may hinge on how well city officials listen to their constituents—balancing regulations with the need for growth. As Hurtado packs up her A-frame at the end of another day, she remains hopeful. “Sometimes just being able to market ourselves reasonably can make a world of difference.” In Santa Ana, the fight for effective advertising could signal a broader shift toward revitalizing the heart of the community.