SAN DIEGO (KGTV) - After two years of debate and construction, Target will open a store in the heart of Ocean Beach.
The retail giant is opening a smaller, community-focused store it says will offer convenience and affordability.
Target had a soft opening of the store at 4864 Newport Ave. on Wednesday morning. Its grand opening will be Sunday, July 21.
"That's the goal isn't it? Not only for ‘OB’cians,’ but also for tourists and visitors who just want to grab something quick," said Target store director Dorothee Wacheux.
Wacheux said the 18,000 square-foot neighborhood Target is doing its best to fit in with the community. She said almost all of its 50 workers actually live in Ocean Beach, and it also has posted historical pictures on its outside windows.
The store will carry cosmetics, groceries, electronics, clothing, and beach equipment, among other items.
However, the store’s offerings are concerning to some nearby businesses who fear Target will cost them customers.
James Donahue, the general manager of print shop James Gang, said he is worried Target will undercut them on things like souvenir T-shirts.
The James Gang shop is located directly across the street from the Target store.
"You can go into any Target and they'll sell shirts that say San Diego on it for $5 or $10. As a small business in a small community, we simply can't compete with that," he said.
When news broke that Target was eyeing an old antique shop in 2017, James Gang printed anti-Target T-shirts. Donahue said the store has softened that approach.
But Wacheux said Target worked with the local business community on these concerns. She said it is not stocking certain items, such as in hardware and pet supplies, because other nearby businesses specialize in those products.
In a statement, the Ocean Beach Mainstreet Association said Target has demonstrated its commitment to being a good neighbor.
The Target store will be open daily from 8 a.m. to 10 p.m.