PLACERVILLE, Calif. -- A daylong demonstration and march was held in Placerville Sunday declaring the city discrimination-free and a hate-free zone.

The action was in response to the group "Gay Marriage No," which sets up displays three times a week along and above Highway 50.

The group was opposed by more than 100 demonstrators Sunday, who carried signs and celebrated Placeville's new hate-free proclamation.

"This is sending a message to the fringe element that has decided to make Placerville their spokes-place," protester Matt Huckaby said.

Gay Marriage No's Luke Otterstadt said he opposes the symbolic hate-free zone.

"It's targeting our religious freedom of speech and it's discrimination," Otterstadt said.

It is a battle of religious beliefs with both sides claiming to be Christian.

"It does get kind of confusing there. Basically, all Christians should agree upon what the Bible says," Otterstadt said.

"Forgive them for they know not what they do ... they just don't understand ... it's ignorance," protester Louise Elliot said.

Local gay business owner Brad Cavalier said he was put on a banned list by Otterstadt's group.

"It could hurt a lot of people's businesses because people could be fearful for stopping here," Cavalier said.

Otterstadt denied his group is hurting Placerville business.

"This is a tourist town. We're going to get people who agree with our message who may come shop here," he said.

The Downtown Placerville Business Association was among the organizations supporting the hate-free zone proclamation.