Ventura city officials and downtown merchants are mounting a four-month advertising and promotion campaign to offset business that might be lost due to renovation work along California and Main streets.
A cooperative advertising campaign will start in April with ads promoting Easter season shopping and dining. At the same time, a public relations drive will concentrate on the downtown area's historic and cultural features.
A similar drive is scheduled in May to attract business related to Mother's Day, the annual May Artwalk and Memorial Day.
Other campaigns are scheduled through the end of summer.
The city is expected to contribute $7,500 to the drive. About 40 merchants are expected to pay $250 each. The combined contribution from private and public sources is expected to total $17,500.