news-record.com

GREENSBORO - Destination downtown.

That's the message of a yearlong, $50,000 effort aimed at attracting more visitors to Greensboro's center city.

Officials call it the most comprehensive advertising campaign in downtown's history.

Although officials have focused their attention on an audience living within a 60-mile radius of Greensboro, they are also running ads in statewide magazines such as Our State.

In addition, they have introduced a new logo and a new Downtown Greensboro Guide, which is being distributed to area businesses, hotels and attractions. Some have been sent to North Carolina visitor centers.

"We have embarked ... on an image-building campaign to position downtown as a fun and lively destination," said Ed Wolverton, president and CEO of Downtown Greensboro Inc. "It is focused on giving people an understanding of the depth of (our) shopping, dining and entertainment options."

The free guide categorizes 45 places to shop, 47 dining options and dozens of attractions.

Listings include a brief description of each establishment, an address and phone number, and a cross-reference code to help find it on a fold-out map.

"This is much more informative than what they have produced in the past," said Gail Murphy, director of marketing and communications with the Greensboro Area Convention and Visitors Bureau. "It is something that people can put in their pocket and take with them."

So far, requests for the guide have come in from as far as Massachusetts, Illinois and California.

Downtown merchants say they appreciate the guide.

"I was pretty impressed with it," said Robin Davis, co-owner of Mack and Mack, a women's boutique on South Elm Street. "It just lists everyone. I really think it is brilliant."

Wolverton said his organization chose not to call the new brochure a visitor's guide.

"We recognize that there are local people that may be unaware of all the shops and restaurants downtown," Wolverton said.

Contact Donald W. Patterson at 373-7027 or don.patterson@news-record.com