HOPES ARE HIGH FOR TOWN'S STREET.

Byline: Angie Valencia Staff Writer

MOORPARK - The year was 1976. The Cactus Patch Restaurant was in the hands of new owners Joan and Luis Martinez, and there was an immediate clash with customers.

Truckers and ranchers wanted ham and eggs, biscuits and gravy.

Luis Martinez, a certified executive chef, wanted more upscale fare - more like The Secret Garden French restaurant of today down the same block.

``It was a small town,'' said Martinez, now 66. ``The attraction in Moorpark at the time were flies and dust.''

For years the city has talked about bringing more ``oomph'' to the downtown and the owners of these businesses along historic High Street are looking to officials to keep their promises of revitalizing the city's core.

Businesses like The Cactus Patch, Whitaker Hardware Store and the Mayflower Market have accumulated scores of loyal customers through the years. Then there are newcomers - like Industria Musical - struggling to attract business.

When the Martinezes first joined High Street's lineup at the Cactus Patch, they had doubts about their success.

Although Luis Martinez, who worked as a chef at hotels and country clubs in Beverly Hills, moved to Ventura County for its slower way of life, he still hadn't bought into the biscuits and gravy.

``People wanted something fast, good and reasonable,'' said Martinez, who is from Mexico; his wife is from England. ``We thought we weren't going to make it. We're not American. We don't cook their food and we don't live in Moorpark.''

So the customers took control.

``We had to ask the old-timers to explain how to make the biscuits and gravy,'' Joan Martinez said. ``They gave us the recipe.''

The customers asked for their country breakfast, top-sirloin steaks, hash browns. That menu remains the same - and so do the customers.

Among High Street's newcomers is the record store Industria Musical.

Irma and Chris Ortega proudly display their Mexican flag. They made the leap of going into business three years ago but sales have been slow.

The merchandise ranges from CDs, gold and silver jewelry, cowboy hats and boots, soccer jerseys, prepaid phone cards.

Posters of Los Traviezos del Norte, Selena and Pepe Aguilar decorate the walls.

The couple continues to live in an apartment with their 8-year-old son. In pursuit of the American dream, they moved from Sinaloa, Mexico.

They hope to buy a house and succeed as entrepreneurs but only time will tell.

``We're going to keep going,'' Irma Ortega said in Spanish. ``Our dream is to make something of ourselves.''

Rifaat Hijaz of Mayflower Market & Liquor said it is a mission to attract people to the downtown area.

``Nothing has been done,'' he said. ``Hopefully, the city can revitalize it.''

Hijaz said the businesses along High Street struggle at times because of competing development. But it is up to the current businesses to get loyal customers on board, he said.

``People like the kind of mom-and-pop markets, but you first have to build your reputation,'' he said, boasting that his store has the best meat in town.

The Mayflower Market was hit hard by the 1994 Northridge Earthquake. Hijaz said owners lost the building and had to operate out of a temporary premise for more than six years.

But the business persevered thanks to loyal customers.

``The whole history behind High Street has always been wonderful,'' said Virginia Hayward of the Moorpark Chamber of Commerce. ``It's about people who love their customers and that's why they survive.''

The Moorpark Redevelopment Agency owns a 2.34-acre parcel along the south side of High Street. Through May 24, the agency will be accepting proposals from developers interested in the property.

Existing businesses want to see the area developed for economic vitality.

``It's been a 20-year process,'' said City Councilman Clint Harper. ``It's finally starting to happen.''

City officials have long said they envision mixed-use commercial development - offices, residences, stores and restaurants - to complement the current businesses.

``High Street is poised to boom commercially,'' Harper said. ``The new development will form a strong economic base to support businesses along High Street and Moorpark Avenue.''

Angie Valencia, [phone]

angie.valencia(at)dailynews.com

CAPTION(S):

3 photos

Photo:

(1 -- color) Luis and Joan Martinez own the Cactus Patch Restaurant on Moorpark's High Street.

(2) Many of the stores on High Street, like this Spanish music and memorabilia store, have a nostalgic style.

(3) Rifaat Hijaz, owner of Mayflower Market & Liquor, says stores on High Street struggle at times because of competing development, but it is up to the current businesses to get loyal customers on board.

Joe Binoya/Special to the Daily News