Newark business owners worried about a looming East Main Street repaving project are urging University of Delaware customers and Newark residents to be patient and supportive during the 21-month-long overhaul, which is expected to cause traffic tie-ups and occasional sidewalk diversions beginning April 19.

“A lot of the time, people’s perceptions of what’s going to happen is worse than the actual reality,” Sasha Aber, owner of Home Grown Café on Main, said at a recent public forum on the $11.8 million project. “Everyone involved needs to do a better job with education and outreach, to make sure people understand Main Street is ‘open for business.’”

With that goal in mind, organizers of the effort to renew the street’s crumbling infrastructure will soon launch a website—MainStreetImprovements.com—and will keep citizens informed through radio ads and informational fliers posted along the city’s primary commercial corridor, said Natalie Barnhart, liaison between the builders and the public. She also urges residents and workers to keep tabs on project progress at the Delaware Department of Transportation’s Facebook (/DelawareDOT) and Twitter (@DelawareDOT) accounts.

Officials say the project is essential for ensuring the long-term viability of the street, which can no longer be patched or even repaved because of its deteriorating concrete foundation. The overhaul also aims to make pedestrian crosswalks more visible to oncoming traffic and will add handicapped-accessible parking spaces and upgraded curb ramps to better accommodate those with disabilities.

Business owners at last week’s information sessions were told that organizers would work with them to arrange mutually agreeable schedules for some driveway closures and sidewalk repairs, but many proprietors remain fretful about timing on a street known for seasonal swings in foot traffic and an inevitable lunchtime influx of vehicles. Construction will be done primarily during the day, every day but Sunday.

“When your brand is ‘fresh, fun and fast,’ and your whole street is being torn up, it kind of takes away from the ‘fast,’” said Lena Thayer, marketing manager for Jimmy John’s Gourmet Sandwiches.

Owners spoke of particular concern for phases of the project that coincide with big University events or the start-of-semester influx of new students. Work is set to begin at the far eastern end of East Main and progress in phases to the west. Sections where active construction is underway will see traffic narrowed to one lane, and street-side parking temporarily closed.

“The work hits me during my busiest time, [graduation and Alumni Weekend], said Mark Ashby, co-owner of the Deer Park. “There’s a 30 percent sales increase during those months.”

“We are especially concerned with the fall phase, which falls during the semester,” said Jimmy John’s owner Jimmy Meyers. “I think a lot of people are going to avoid Main Street altogether.”

“For at least a month and a half of fall semester, we will see a decline in sales,” Thayer predicted.

To alleviate parking shortfalls, Newark  City Council will consider adding about 40 metered spaces on the north side of Delaware Avenue, and another 40 paid spaces by tearing down two old University buildings along Delaware Avenue behind Sharp Hall, allowing the expansion of the lot behind Main Street Galleria. Metered spots could be added on Chapel and Haines streets as well.

Once complete, the project will beef up Main Street sidewalk space by creating 26 relocated or new pedestrian “bumpouts” and fenced “parklets” where pedestrians can gather. Delaware Avenue—which is likely to lose its bike lane in favor of street-side parking during the project—will be given two bike lanes and a repaved surface after the Main Street work wraps up.

But the traffic repercussions of construction—which primarily will be done during the day—seem certain to extend to the downtown’s other busy thorofare as drivers seek alternate routes. “For me, it’s going to be huge,” said Christine Herman of Herman’s Quality Meats on Cleveland Avenue. “People already don’t want to stop at my shop because they can’t get back onto Cleveland Avenue.”

Newark Council member Jerry Clifton urged project organizers to be more mindful of business owners’ needs during peak times. “Even if it means breaking the project down into bite-sized pieces, work with the community to get things done without hurting businesses.”

Yet most residents and owners conceded the project’s need, and ultimate value to Newark’s look and feel. “There’s no good answer,” Herman said. “The work has to be done. The question is: ‘Who’s going to support us?’”

Some bus stops will be relocated or closed during construction. In the area of the main crosswalk at The Green and Main Street, the bus stop currently next to Newark Deli and Bagels will be permanently moved closer to the intersection with College Avenue.