Elgin bars and restaurants say a little healthy competition will help bring more customers to not only the downtown area, but to establishments throughout the city.
The Downtown Neighborhood Association’s Downtown Madness promotional event will begin March 7, but this time with a broader focus. Last year, the association created the event — which won an award from Illinois Main Street — as a way to feature downtown restaurants and bars. This year’s event will promote businesses throughout Elgin, said Promotions Coordinator Jason Pawlowski.
Downtown Madness allows customers to vote online for their favorite spot in arranged match-ups, much like the NCAA’s March Madness basketball tournament. This year, there will be eight downtown businesses versus eight locations outside the downtown area, Pawlowski said. The location with the most votes each week will move onto the next round, and ultimately on April 2 a champion will be crowned, he said.
The competition is designed to bring more people to the area, and also promote the association’s weekly e-newsletter — the Downtown Neighborhood News Top 10, he said.
“It’s a nice way for the restaurants and bars to not just get promotion, but also get some business as well,” Pawlowski said. The event also has a punch card feature, which allows customers to try signature entrees or drinks at each establishment, he added.
The winner of last year’s Downtown Madness trophy was Elgin Public House Restaurant and Pub. Manager Mike Taylor said the participation brought in new customers, which benefited the entire area.
“We had a bunch of people coming out to check out not only our restaurant, but all downtown Elgin has to offer,” he said. “We’re trying to repair the reputation of downtown Elgin. The better reputation is building and building.”
Jeff Turner, owner of In the Neighborhood Deli, which lies just outside downtown Elgin, wanted the promotion to include restaurants throughout the city.
“When Elgin was growing, everything was focused on Randall Road. Now, with the downtown revitalization project, some residents and business owners feel…that all the focus is (again) going to one area,” he said. “We’re not east side, west side, north end, south end. We’re Elgin. This is a good way to kind of bring us together as one.”
For information, visit www.downtownelgin.com.
