Kenley Neufeld's Ojai is a place where people swap family stories and recipes at the farmers market and where the local pharmacy has existed since 1891.

It's a place where people take their pet geese on walks using leashes, or jog with their llamas. A place where a cup of joe at Java & Joe is actually made by Joe.

It's not a hub for Subway, the fast-food giant that pumps out its familiar sandwiches in more than 27,000 outlets spanning 86 countries.

Neufeld, a longtime Ojai resident, is pushing for a ballot initiative to keep chains like Subway, Starbucks Coffee and Gap out of Ojai. He and others say chain stores threaten to ruin the personality of their colorful area.

"Ojai has a unique, natural beauty," Neufeld said, "and I would like to keep it that way."

Within days, Neufeld could begin collecting the 750 signatures needed to qualify a measure for the ballot. He predicts it will take only a weekend or two.

The effort, however, might not be necessary. The Ojai City Council, at the urging of some residents, is scheduled to consider an urgency ordinance May 1 that would impose a moratorium on "formula" businesses — defined as chains of 14 or more stores — for at least 45 days.

It's unclear, officials said, if the ordinance could prevent a Subway franchise, which has signed a lease for a small downtown store at 323 E. Matilija Ave., formerly a sandwich shop called Howie's.

The temporary ban would at least give the city time to craft a permanent ordinance to prevent future chain retailers.

Many of Ojai's 8,200 residents believed such rules already were in place, Councilwoman Rae Hanstad said.

"There's always been this assumption in the community that chain stores are not allowed," she said. "What we are doing now is trying to change that assumption into reality."

Ojai is not the first city to attempt that. The backlash against chain stores, particularly so-called "big-boxes," has sparked regulations in numerous areas. Some towns have limited the number of chain restaurants and retail stores. Others have set strict size and design requirements to keep out cookie-cutter outlets. A few, such as Port Townsend, Wash., have banned them outright.

Some property owners have raised concerns about an outright ban, arguing it could unnecessarily restrict property rights.

The Ojai Valley is not chain-free. It has a McDonald's, a Radio Shack and a Chevron service station, among others. But for the ban's supporters, it's a matter of proportion.

"Once one formula business comes in, more will follow," Neufeld said.

Subway reignites debate

The city wrestled with the chain-store phenomenon last year when a Jersey Mike's Subs franchise moved into a building on Ojai Avenue. Jersey Mike's, based in Manasquan, N.J., is a national sandwich chain with more than 300 stores.

Then-Ojai mayor David Bury believed banning chain stores would be illegal.

The city already has rules for signs, architecture and other aspects of a business's appearance that, coupled with the small size of Ojai's market, effectively discourages chain retailers.

Unsatisfied, Ojai resident Jeff Furchtenicht submitted an initiative to get the city to adopt policies to either ban or discourage chain stores in the downtown.

That set off a legal dispute when City Attorney Monte Widders refused to certify the initiative, claiming it was too vague and didn't propose a specific ordinance.

Widders sued Furchtenicht to keep him from circulating petitions, but a judge in December tossed out the lawsuit because Furchtenicht is no longer pursuing the initiative.

In February, a sign announcing Subway's arrival reignited the debate.

"Subway is going to galvanize this community," said Neufeld, a librarian at Santa Barbara City College who started researching his initiative months ago.

Neufeld's announcement of his initiative on a popular Ojai Web site triggered strong support. Dozens turned out for a recent meeting on the matter.

His proposed citywide law has a long list of criteria for defining a formula chain store.

A formula retailer would be one with at least 14 outlets in the United States that use the same logos, signs and color schemes and have a standard way of operating. Existing businesses would be exempt.

Neufeld said he was starting his initiative because the city was dragging its feet.

Mayor Carol Smith said she plans to vote for the temporary ban on May 1.

A permanent ordinance, she said, will have to be carefully crafted to preserve the city's unique character but still ensure it has a mix of businesses to capture enough tax money from tourists and locals to pay for essential city services.

Tired of revolving door

Ernie Salomon has owned the building where Subway wants to go since 1989.

He's seen nearly a dozen businesses during that time, including a handful of locally owned sandwich shops. Not much else can fit into the 853-square-foot space.

"If the people of Ojai desire such an ordinance (to keep chain stores out), then so be it," he said.

But he's tired of the revolving door. So is Joe Ruggiero, co-owner of Java & Joe, located a couple storefronts away. He wants to keep Ojai's distinct, small-town charm, but not at the expense of his bottom line.

"I would like to see something successful there," he said. "A barren store doesn't help anyone."