With the rebricking of Main Street set to begin in March, Annapolis officials and merchants are joining to make sure the construction project doesn't unduly harm business in the city's historic district.
"You really need a business plan," said Ron George of Ron George Jewelers. He said people who think they might lose only 10 percent of their business are "in for a big surprise. I'm estimating 50 percent a month."
Mr. George, like other Main Street merchants, has talked to landlords and distributors to ask about delaying bill payments. Other merchants have started to reduce expenses. Some are cleaning and maintaining their stores themselves.
"You just have to look very critically at all your expenses," said Terry Drake of Laurance Clothing and a former president of the Annapolis Business Coalition.
Maria Baker of the Pewter Chalice has updated her 15,000-person mailing list and plans to increase mailing and step up her catalog sales. "I'm optimistic we will do all right," she said.
During the yearlong construction project, the street and sidewalks will be torn up. The city is rebuilding Main Street to bury overhead utility wires, lay new bricks and widen the sidewalks.
The city is anticipating tough times and has given merchants $30,000 to pay for promotions during the $5 million project, said Mary Burkholder, the city's economic development coordinator.
The merchants have used some of the money to hire the Annapolis public relations firm Crosby Communications to promote the area.
Construction officials are also trying to accommodate merchant concerns. During the rebricking of State Circle four years ago, merchants accused the city of ignoring their needs.
"State Circle pointed out some things we didn't do well, and we're learning from that," said Joseph Baker, a chief engineer who worked on State Circle and will work on the Main Street project.
Unlike the State Circle job, the Main Street project will give high priority to pedestrian access, said Mr. Baker. Also, the city will use a Main Street storefront as its field office, rather than the typical trailer.
The city also is adding another shuttle between Navy-Marine Corps Memorial Stadium and downtown during rush hour and is continuing the weekend shuttle it started four months ago, said James Chase, the city's transportation director.
Mr. Chase said he hopes the shuttle will ease parking problems and make it easier for customers to shop during the construction.
The Anne Arundel County Economic Development Corp. developed its new "fast track guarantee" loan with Main Street merchants in mind.
The corporation will guarantee a loan in 45 days instead of the usual 60 to 90 days. The limit is lower, however, $50,000 compared with $250,000 under the corporation's usual loan program.
Even with all the precautions, one merchant who survived the rebricking of State Circle said businesses need to prepare for the worst.
"No matter how much marketing, for the most part people will avoid shopping where it is inconvenient," said Rusty Romo, who owns Harry Browne's restaurant.
But if merchants survive, the inconvenience is worthwhile, he said.
"The end result is phenomenal. It's given additional business," he said.