But the Downtown Alliance has landed on a financial formula that trumps all the slogans and actually may get butts into downtown Salt Lake City seats.

The idea: discounted stuff.

Called "Friends of Downtown," the new membership program allows residents to sample shops, restaurants, hotels, theater and more at drastically discounted rates. For a $50 fee, you get a box of vouchers and coupons -- worth at least $400 -- that provide dozens of downtown deals for one year.

Members can grab a free appetizer at Metropolitan, catch a free Salt Lake Film Center flick, get a gratis dessert at Vienna Bistro and stay at the Peery Hotel for $99.

The scenarios, designed to lure people downtown from across the state or the region, are seasonal. The program offers shopping coupons at The Gateway as well as free tickets to the summer arts festival and jazz festival. In the winter, members can score passes for the Gallivan Center ice rink as well as the New Year's party, Eve 2011.

"It's really amazing how these businesses and organizations have packaged these things together to bring people downtown," says Alliance spokeswoman Danica Farley.

In the future, she notes, the Friends program expects to add symphony and opera tickets, Utah Jazz tickets, more theater and more merchants.

Marci Rasmussen, who has owned the Especially For You flower shop for 23 years, is dangling $25 off a dozen long-stemmed roses. In addition, she is offering 25 percent off any purchase at her boutique Retro Rose, next door at 207 E. Broadway.

"It's an inexpensive way to market our area," she says. "It's kind of like the old days when the welcome wagon used to come to your house and drop a big pack of coupons. It's a great concept. Hopefully it catches on."

Downtown, says alliance Executive Director Jason Mathis, belongs to everyone. He argues the metropolitan center of Utah "is on the cusp of transformational change."

"New life is being breathed into downtown's historic buildings, as streets like Main and Broadway undergo a dynamic renaissance."

Despite the dust and debris surrounding the LDS Church's 20-acre City Creek Center project, new eateries, bars and even a new brewery have sprouted across the capital's business district. The elimination of Utah's befuddling private-club law and the opening of an all-night eatery (Bay Leaf Cafe is on the Friends list) also have helped improve night life.

But beyond the outdoor summer festivals and the always-crammed Twilight Concert Series on Thursdays, crowds too often bail from downtown when the business day ends.

Mathis and his merchants hope the box of goodies -- full of variety and good for a full year -- changes that trend. After all, the $50 price tag barely covers parking and drinks for a typical night out.

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Sampling the city

Some of the benefits offered for the $50 Friends of Downtown membership:

Two tickets to Discovery Gateway.

Two VIP tickets to the Salt Lake International Jazz Festival.

Two-for-one admission to the Utah Arts Festival.

Two tickets to The Children's Theatre.

A T-shirt and tote bag for the Downtown Farmers Market.

Free tapa or pincho at Tin Angel Cafe.

A free bike safety check at SLC Bicycle Co.

A $99 room rate at Peery Hotel.

Coupon for free valet parking.

Note: For a complete list of perks, estimated at a $400 value, check out the Downtown Alliance website at www.downtownslc.org/friend. Memberships can be bought online or at the alliance office, 175 E. 400 South, Suite 600.