How's the Economy? We Ask Mission Viejo's New Businesses

Despite a turbulent national economy, a number of Mission Viejo businesses are opening their doors, expanding their stores or celebrating grand openings in the next couple of months.

We talked with entreprenuers, city officials and residents to get their thoughts about new business and the local economy. 

Delizie Ristorante & Bar

Salvatore Faso is ready to show off his new restaurant’s signature dish--New Zealand rack of lamb.

The owner of two other restaurants in Orange County, Faso recently opened Delizie Ristorante & Bar at 25380 Marguerite Parkway.

A longtime member of the restaurant industry, Faso thinks the local economy looks rosier than the national economy.

"It’s been a pretty good year so far," he said. "We’re on the right track. Maybe not full steam, but we’re on the right track."

Though the restaurant is currently open for lunch and dinner, Faso will hold a grand opening September 25 from 5 p.m. to 9 p.m.

Swensen’s

Swensen’s Grill and Ice Cream Parlor is heading to the second floor of Kaleidoscope Shopping Center.

The 13th Swensen’s U.S. location, the 2,400-square-foot business will feature ice cream, soups, salads, sandwiches, burgers and chicken sandwiches.

Swensen’s will take up two suites, one empty and the other the current location of Petra Fine Jewelry. Petra will be moving two suites down.  

"I do believe the local economy is picking up," said Patrick Moran, president of Ice Cream Factory Enterprises Incorporated, owner of the franchise.

He also said he thinks that despite national economic turmoil, the franchise will do well.

"We are unique enough," Moran said last week. "I think it’s just the kind of thing that people like. Nothing like a scoop of ice cream to melt your cares away."

"It was always my intention with my wife to retire to own our little mom and pop ice cream store," he said.

Moran said he plans for the store to open before the end of this year.

Oh, and his favorite flavor of Swensen's ice cream is Sticky Chewy Chocolate.

Halloween Bootique

On the first floor of Kaleidoscope, you can see tombstones, ghouls and skeletons through several windows. The Halloween Bootique is expected to open sometime this week.

Owner Ryan Privratsky says he likes having the business in Mission Viejo and it’ll be the second year he's opened the store within the city limits.

"I really enjoy it here," said Privratsky, a Laguna Niguel Resident who moved his business from a site in Lake Forest when he couldn’t find a location there.

"My wife and I like Halloween," Privratsky said. "We just kind of got the bug."

Privratsky, a former VP of sales for a publishing company, said that in the local economy expenses have been going up and consumers have been buying less.

"I still think people are pinching their pennies," Privratsky said.

However, Privratsky said he’s stayed in the black because he’s been able to cut costs.

"My overall sales have gone down over the last three years, but my profits stayed the same," he said. "But to be honest with you as a seasonal business anything can happen."

Privratsky says he still hopes locals will come and check out his ghostly wares before the spooky season vanishes. 

LA Fitness

At a former Mervyn's store site, LA Fitness on 24491 Alicia Parkway held its grand opening Aug. 15. 

Bill Horner, senior vice president and chief real estate officer of LA Fitness International, says he feels the new business will provide "fiscal health and physical health" to the surrounding community.

As for the local economy?

"I think it’s stabilized and actually is trending up," Horner said. "We’re pleased with the level of sales."

Horner said the company chose Mission Viejo as the location for the business because the demographics "were very positive."

Also, he added, the amount of vehicle traffic through the area makes it an excellent place for a business.

"We’re a value proposition," Horner said. "Our entire goal, is to provide the most product, the most activity for your dollar."

The Shops

At the Shops in Mission Viejo, Forever21 is expanding into the former location of Sak's 5th Avenue.

The current Forever21 location at the mall will be sectioned off into smaller retail spaces.

Forever21 will hold its a grand opening Saturday, Sept. 3 from 10 a.m. to 3 p.m with gifts and giveaways for the first 400 people in line, according to a company spokesperson. 

The Shops at Mission Viejo are also getting some new residents: Lids, a hat store, opened July 29, Swatch is expected in the next few months, and Ruby Thai Eatery construction will begin in September, according to a Mission Viejo city official.

‘Business is booming’

City Mayor Dave Leckness is optimistic about the local economy.

"I think things are getting better and so do these big companies," Leckness said. "If you do the demographics of this city this is exactly where you want to do business."

According to Leckness, the city’s sales tax revenue has gone up for the past four quarters.

The mayor says now is a good time to open a business, especially if the owners open that business in Mission Viejo.

"If you can’t make it in Mission Viejo you can’t make it anywhere," Leckness said.

About 175 businesses have opened in Mission Viejo in the past 12 months according to Karen Wiley, Mission Viejo Deputy City Manager.

"Business is booming in Mission Viejo," Wylie said.

She says the latest openings are "just business as usual."

Locals

Penny Gelman, who was visiting friend Delizia Ristorante in Mission Viejo last week, said she thought the economy is getting better.

"I think it’s improving," said Gelman, a 10-year resident and local real estate agent.

On the other hand, Jeff Wilson, whose business Benchmark Funding has been in Mission Viejo for 17 years, said that while the local economy is better than the national economy, it’s still difficult to be an entrepreneur.

Because of the lean times, Wilson said that locals are making better spending choices and business owners are "adjusting to the economy."

"I think it’s difficult for all businesses, but good businesses will thrive," said Wilson.

According to a release from the city, some other incoming businesses include Baja Fish Tacos at the Trabuco Hills Shopping Center, a Chinese eatery, China-A-Go-Go, at the Portola Plaza Shopping Center and Kahoots Pet Store at the Mission Viejo Marketplace.