by David Chapman
Staff Writer
Downtown Jacksonville has numerous entertainment outlets for people to have a good time. But now a group of bar owners and hotel executives have joined together in an attempt to make the area the first and foremost destination for fun.
Eight different Downtown venues have pooled their resources and marketing focus to create “Destination Downtown” — a three month series of Friday events tentatively scheduled to begin in January with the goal of bringing more people Downtown while dispelling some of the negative stigmas attached with the area.
“Downtown Jacksonville is a great destination, but it’s not being fully utilized,” said Steve Anderson, regional director of marketing for Twisted Martini. “It tends to get a lot of negative press and get stereotyped. We want to help break those stereotypes to make Downtown as much of a a success as possible and bring more people down here.”
Along with Twisted Martini, the other seven venues participating in the joint effort include Landing mate Maverick’s, Bay Street establishments Ultra Ivy Bar, Mark’s, Dive Bar and Northstar Substation along with the Omni and Hyatt hotels.
The eight venues are pooling money — about $1,200 total per venue for the three-month series — to cover expenses ranging from print advertising to Web site hosting and maintenance to promotional items.
“We’re trying to work together and combine some resources to make a big impact,” said Mark Hemphill, owner of Mark’s and Dive Bar. “It’s been a combination of ideas, but the mentality was ‘Let’s do something different and make it happen.’”
Hemphill said he brought up the idea to Anderson and Bill Childers, Maverick’s and Twisted Martini owner, who then took off with it and helped craft the Destination Downtown concept.
The owners are trying to make the experience as easy and enjoyable for patrons as possible, with everything from parking and transportation to a bed to sleep in for those who have a little too much fun.
A lack of cheap and efficient parking and a perceived crime-ridden environment are two of the stereotypes Anderson hopes the event can help overcome.
“People who don’t come here say Downtown has no parking,” said Anderson. “Some think Downtown is unsafe, but it’s one of the safest places in town. We hope having these events opens some eyes.”
Drink specials will be prevalent amongst all the venues and a special “passport” feature is being implemented to discourage patrons from staying put in one place.
Distributed at the outset of each event, the “passport” allows Downtown entertainment seekers to receive stamps at each venue. Once filled completely, the cards can be submitted for a drawing for what Anderson called “extremely nice grand prizes.” Some of the early mentioned prizes included a trip to Mexico and furnished VIP parties.
“There’s definitely an incentive for going to each place,” said Anderson.
Besides their in-house restaurants participating as venues, both the Omni and Hyatt hotels might profit from a few additional heads in beds as both are offering “Take the Elevator Home” rates for $79 for the evening.
For those who want their own bed but had too much fun to drive, Designated Drivers Inc. will be available to provide rides for them and their vehicles for $25. The company is also providing free club-to-club transportation for the evening.
Anderson believes the Friday series has much potential and should benefit everyone involved — owners and patrons alike.
“We’re trying to get more people Downtown,” he said. “I think they (the Friday series) will be greatly attended.”
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