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GREENSBORO — The downtown mystery project now has a name — Greensboro Triumph Center — a larger footprint encompassing three blocks and a higher price, according to details obtained Thursday.

The development's price, once about $200 million, has now escalated to $300 million as the still unidentified developer has fleshed out details, said Ray Gibbs, the former president of Downtown Greensboro Inc., who now serves as a consultant for the developer.

Gibbs, a senior urban planner with Chas. H. Sells in Mooresville, said the six-building project would include three components:

* a multiuse complex that includes 150,000 square feet of prime office space; about 20,000 square feet of retail space; about 200 apartments and 50 luxury condominiums; a restaurant/entertainment venue; and a 1,000-vehicle parking deck.

This part of the development would include three connected buildings, the tallest of which would be about 18 stories.

The entertainment site could support national acts and seat more than 1,000 people, Gibbs said.

* a 500-room, four-star hotel and an attached, 200,000-square-foot conference center and shopping court. The hotel could be as tall as 20 stories and would include a restaurant, spa and parking deck.

* a 200,000-square-foot entertainment complex that could include a four-screen movie theater; a 20-lane "cosmic" bowling alley; a roller rink; 16 to 20 billiard tables; interactive games, simulator rides and children's rides; and perhaps, a 3-D IMAX theater. This section would also have a parking deck.

Gibbs' announcement Thursday does not confirm that the project would be built, but it does show that it is still progressing.

"There are still many moving pieces and many obstacles yet to be overcome," Gibbs said. "If the project were to be completed in total, it would likely exceed $300 million."

Gibbs said the tallest building in the proposed project would be the hotel, which would be about the same size as downtown's other high-rises.

He said a $300 million investment would equal more than half the total taxable value that exists in downtown today.

"It's a pretty big deal," he said.

Downtown experts say such an investment would have a major impact on the center city.

"If we can pull that off we have certainly arrived," said Keith Debbage, a professor of urban geography at UNCG, who has been briefed on the project. "It could be the final piece of the puzzle for our downtown ... if it happens. If, if, if."

Sherry Adams, interim president of Downtown Greensboro Inc., offered a similar perspective.

"I think it moves us into the next league," Adams said. "This has more of a big-town feel while still protecting that small-town atmosphere."

Gibbs said the Triumph Center could turn downtown into a regional destination with its entertainment complex and the convention center.

He said the developer feels the convention center would not compete directly with venues such as the Joseph S. Koury Convention Center on High Point Road, but would help the city attract groups that need more space than one center can provide.

Gibbs said the name for the project could change.

"It really is a working name," he said. "We were trying to come up with something that showed this was a significant project, something seen as a victory for the redevelopment of downtown."

Gibbs refused to identify where the Triumph Center would be located. But all signs indicate that the project would go in three blocks on downtown's eastern side.

The residential/retail/restaurant/office segment likely would take up the Lincoln National Corp. parking lot bounded by Davie Street, East Market Street and Friendly Avenue.

The hotel/conference center would probably go in the block bounded by Church Street, East Market Street, Friendly Avenue and the Norfolk Southern railroad tracks.

That block includes the City of Greensboro's transit authority maintenance center and a print shop owned by Lincoln National.

"We can confirm that our property — the print shop and the parking lot — are under consideration," said Sol Kovach, a Lincoln spokesman.

City Manager Mitchell Johnson said, "There has been no offer (to purchase) that I am aware of and I suspect that I would be aware of that almost immediately."

The entertainment complex would occupy space at the northeast corner of Church Street and Friendly Avenue that is owned by the Weaver Foundation.

Efforts to reach Skip Moore, president of the foundation, were unsuccessful. However, Moore said last month that the developer had expressed interest in the 4.3 acres and that "very preliminary" discussion had started.

Gibbs said the developer is in a position to secure funding for "the bulk of the project, but to do that he first needs to secure the necessary land at a reasonable price and at a reasonable time frame. That has proven harder than anticipated .... We are running out of time."

Gibbs said the developer has instructed him to consider other sites downtown and in other cities.

"I don't know that there is a date that is make or break," Gibbs said. "But it is pretty much in the next 30 days."

Staff writer Richard M. Barron contributed to this story.

Contact Donald W, Patterson at 373-7027 or donpatterson@news-record.com.