After years of failed attempts to unify as a marketing association, more than 25 merchants in downtown Glendale are joining forces to launch a campaign promoting Brand Boulevard as the "uptown" place to shop, dine and be entertained.
Called "Stroll-The-Boulevard," the campaign is designed to encourage evening activity.
Merchants have pledged about $7,000 to a five-week advertising campaign to be launched today, said Janet Hawkins, president of a Newport Beach firm hired by the city Redevelopment Agency to promote the downtown area.
Hawkins said individual merchants have pledged from $200 to $1,000 each to the campaign, which will be conducted each Thursday through Aug. 19.
During the first event, to be held today from 5 to 9 p.m., Glendale residents and employees will be offered 10% discounts on purchases from participating merchants, and children will eat free at area restaurants, Hawkins said. Country and Western bands will provide entertainment, with big-band music, jazz and other themes featured in succeeding weeks.