From hidden gem to gridlock nightmare, a booming California surf town is feeling the strain.

And sleepy Pismo Beach just got a wake-up call — to the tune of $85 million.

Fresh off being crowned the best small coastal town in America, the Central Coast darling is now scrambling to fix a problem that comes with that title: Too many tourists trying to get in.

Because paradise, it turns out, has traffic.

With a population of barely 8,000, Pismo Beach has long sold itself on easygoing charm — wide sandy beaches, a walkable pier, and that laid-back “Clam Capital of the World” vibe.

But after topping USA Today’s rankings in the 10Best Readers’ Choice Awards, the once-quiet enclave has seen waves of visitors flood in, especially during peak afternoons and weekends.

Locals already appear to be at breaking point.

“It’s very congested at certain times of the day,” Pismo Beach resident Dee Gore told local news outlet KSBY.

“If you live here, you know when to get onto 101,” a polite understatement for what many describe as near standstill conditions along the town’s main artery.

“This is been one of the most congested segments of 101 in our county for quite some time and it’s only been growing, especially during those summer peak seasons when we got a lot of tourism coming in,” San Luis Obispo Council of Governments transportation planner Steven Hanamaikai told KSBY.

Now comes the fix: An $85 million overhaul of Highway 101 slicing through the beach town.

The centerpiece? A new five-mile lane stretching from Avila Beach Drive to just past Price Canyon Road — designed to open during the worst hours, from 2 p.m. to 7 p.m., when traffic peaks.

In other words, a part-time highway built to handle the daily invasion.

Construction has already begun and is expected to end in 2028, bringing with it lane shifts, delays and — potentially — even more traffic headaches in the short term.

“They’re definitely, going to be some impacts on parking at the preserve, in the near term,” Hanamaikai said, per KSBY. “But that will be open up again beginning probably in January 2027. So hopefully we can limit the impacts as much as we can.”

The project shines a light on growing tensions playing out across California’s most desirable coastal towns: Popularity is becoming the problem.

What was once a low-key escape is now a national hotspot — praised for its scenic coastline, wineries and sweeping boardwalk — but increasingly strained by the very visitors fueling its economy.

Even longtime fans are noticing the shift.

Online chatter shows a mix of pride and panic, with some locals joking that the town is no longer a “secret” — and others pleading for people to stop discovering it altogether. “Shhh,” one user commented on Instagram. “Selfishly want to keep this a secret gem.”

State and local officials insist the investment will ease congestion and keep the region moving.

“We have the tourism, 7 million tourists, we have all of our commercial goods coming in and out, and then we have a workforce,” county supervisor Dawn Ortiz-Legg said. “It’s an economic, significant piece of infrastructure.”

But the bigger question lingers: Can infrastructure ever fully keep pace with viral travel fame?

For now, Pismo Beach is betting big that an $85 million lane will buy back its beachy breathing room.

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