Much of the on-the-ground impact of the project has been documented directly by affected businesses themselves. A widely circulated video posted by Salon Savoir, a salon operating along the impacted stretch of 5th Avenue, shows the sudden installation of tall green fencing, narrowed sidewalks, and blocked sightlines that now separate storefronts from passing pedestrians and traffic.
The project, which stretches along a key commercial block between Pennsylvania and Brooks avenues, is now defined by an opaque green construction fence and K-rail barriers that effectively wall off businesses from the street. What was once a visible, walkable corridor of cafés, salons, restaurants, and neighborhood services has been transformed into a confusing and visually closed-off zone that many customers assume is inaccessible or shuttered altogether.
Several business owners say the most damaging aspect wasn’t just the construction itself, but the way it was implemented. According to multiple tenants, fencing went up overnight with no clear timeline, no meaningful coordination, and no warning about the full scale of disruption they were about to face. By morning, parking was gone, sightlines were erased, and foot traffic collapsed.
The fencing blocks storefront signage, windows, patios, and entrances from view along 5th Avenue — one of Hillcrest’s busiest commercial arteries. For businesses that rely on walk-ins and street visibility, owners say the consequences were immediate. Some report revenue declines of 50 to 60 percent, losses they say are unsustainable given existing rent, payroll, and operating costs.
Pedestrian access has also been significantly impaired. Sidewalks have been narrowed, entrances obscured, and wayfinding is unclear. Several owners say customers have contacted them directly asking whether they are still open after seeing the fencing, while others report clients simply stopped coming after being unable to find parking or safely navigate the block.
The construction has impacted a wide range of small businesses along this stretch of 5th Avenue, including Salon Savoir, Divo Diva, Huapangos, Deli Lama, La Bonne Table, Curry Nation, Beauty by Dolly, Pura Vida, Hash House A Go Go, NOLA on 5th, Laser Away, Corner Café, and The Loft. Several of these businesses rely heavily on walk-in traffic, street visibility, and nearby parking, all of which have been significantly reduced or eliminated by the installation of the fencing.
Owners say the project’s execution has treated the block as a construction zone rather than an active commercial corridor, despite the fact that all of the businesses remain open and dependent on customer access. They also say the city’s approach ignores how vulnerable small businesses remain after years of pandemic recovery, inflation, staffing shortages, and rising commercial rents.
In a recent news report, city officials stated that residents and businesses were informed when the project initially began earlier this year and that the work is intended to address long-standing flooding issues. But business owners dispute that characterization, saying any early notice was vague, incomplete, or disconnected from the reality now facing them. Several say they were never told that full fencing would block storefront visibility for months or that all parking would be eliminated without mitigation.
Construction is now projected to continue into mid-2026. For small businesses operating on tight margins, owners say that timeline feels less like an inconvenience and more like a threat to survival.
Critics argue that infrastructure improvements can and should coexist with economic protections but only with proper coordination. They point to other cities that provide rent relief, temporary signage, parking accommodations, or phased construction plans. In Hillcrest, business owners say they received none of that, just a fence.
The green barricade has become a physical symbol of what many business owners describe as a broader disconnect between City of San Diego decision-making and the realities of running a small business. While storm-drain upgrades may be necessary, owners argue the city’s execution has shifted the financial burden squarely onto local businesses that had no meaningful opportunity to prepare.
As the holiday season slips by behind plywood and fencing, business owners say the damage is already being felt. Without swift intervention, clearer communication, or tangible relief, they fear a project meant to improve the neighborhood could instead permanently weaken it.
In a recent news report, city officials stated that residents and businesses were informed when the project initially began earlier this year and that the work is intended to address long-standing flooding issues. But business owners dispute that characterization, saying any early notice was vague, incomplete, or disconnected from the reality now facing them. Several say they were never told that full fencing would block storefront visibility for months or that all parking would be eliminated without mitigation.
Construction is now projected to continue into mid-2026. For small businesses operating on tight margins, owners say that timeline feels less like an inconvenience and more like a threat to survival.
Critics argue that infrastructure improvements can and should coexist with economic protections but only with proper coordination. They point to other cities that provide rent relief, temporary signage, parking accommodations, or phased construction plans. In Hillcrest, business owners say they received none of that, just a fence.
The green barricade has become a physical symbol of what many business owners describe as a broader disconnect between City of San Diego decision-making and the realities of running a small business. While storm-drain upgrades may be necessary, owners argue the city’s execution has shifted the financial burden squarely onto local businesses that had no meaningful opportunity to prepare.
As the holiday season slips by behind plywood and fencing, business owners say the damage is already being felt. Without swift intervention, clearer communication, or tangible relief, they fear a project meant to improve the neighborhood could instead permanently weaken it.
Originally published on December 23, 2025.
