During the next five years, more than $1.5 billion will be invested in a 10-block area of downtown Salt Lake City, making it one of the most significant periods of investment since the pioneers first arrived in the Salt Lake Valley.

This investment will cause a dramatic transformation, both aesthetically and economically

Introducing Downtown Rising

A new, cohesive branding campaign for Downtown Rising is now evident throughout Downtown Salt Lake City “Rising” banners on everything from lamp posts to buildings with the logo wrapped around kiosks throughout the city.

“There is something very special going on in Salt Lake City,” said Jason Mathis, executive director of the Downtown Alliance. “The message emphasizes all this activity downtown is more than just construction. It’s about a vision for our city.”

The first high rise building at City Creek Center can be seen from across downtown and 222 Main is now encased in its glass exterior. Bids for the development of the Utah Performance Center on Main are currently being reviewed and just this week the Redevelopment Agency of Salt Lake City entered into a Definitive Purchase Agreement for the acquisition of the Utah Theater. The two theater projects will form the heart of the arts and culture corridor.

“Downtown Rising celebrates the relationship between a dynamic metropolitan center and the success of the entire region,” said Mathis. “It is a commitment to our future.”

The campaign was created by Infinite Scale Design Group, a downtown business that has handled large events including the last five Super Bowls and way-finding for Target Field, new home of the Minnesota Twins.

“We wanted to simplify the brand and develop consistency in the messaging,” said Molly Mazzolini, partner at Infinite Scale Design Group. “The goal is to update the look of Downtown Rising and integrate it into the environment that is progressively evolving.”

The new signs will remain posted indefinitely but new colors will rotate in during various parts of the year.

Salt Lake City holds a special place in the hearts of millions of people for many different reasons. Some think of Salt Lake City as the guardian of the Greatest Snow on Earth. Two hundred and thirty four of the world’s top winter athletes remember the gold, silver and bronze medals they earned here in 2002. Thousands of families each year celebrate the best winter vacations they’ve ever had by skiing one of Utah’s 13 ski resorts.

Some look to Salt Lake City as the center of a growing and global religion. Others see the vast genealogical resource and genetics research that are nondenominational outgrowths of that Mormon faith. Still others see Salt Lake City as a base from which to explore magnificent national parks, or as a place to see the vast and still Great Salt Lake or incredible expanse of the Bingham Copper Mine.

Salt Lake City Is All Of These Things

But to most of us – the million or so who call themselves Salt Lakers and the 180,000 who live in the city proper – Salt Lake is simply home. Salt Lake is our home because of the plentiful work opportunities that allow us to support our families and lead full lives. Home because of the four-season recreational activities that are close at hand. Home because of unique and varied arts and culture. Home because of top-notch research universities that are exploring the next frontiers of knowledge. And home because of great neighborhoods that are beautiful and welcoming, offering an enviable quality of life.

Keeping Salt Lake a special place takes awareness, thought, dedication and resources. The Downtown Rising advertising theme was created not just to keep Salt Lake City vibrant, but to guide Utah’s capital to new heights.

DoSLC