Dive Brief:
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Dana Point, CA, officials are using humor to warn drivers to steer clear of construction on Pacific Coast Highway near the city’s downtown.
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Digital road signs with oversized orange letters tell drivers passing through this coastal city, located halfway between San Diego and Los Angeles: “This too shall pass,” “Oh there’ll be days like this,” and “Mama says are we having fun yet?” among other messages. Residents and travelers have been emailing the city their suggestions for clever sign verbiage all week.
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As part of a renovation of the city’s Town Center, construction workers are widening and repaving the highway.
Dive Insight:
The bright orange signs are attracting attention, but they’re not convincing many shoppers to patronize businesses along the highway. Some stores along the construction route have reported business is down by as much as 40%.