Downtown Lawrence Inc. continued its promotion efforts Wednesday evening at its annual meeting and barbecue in South Park.

Maria Martin, co-director of Downtown Lawrence Inc., said the nonprofit organization was advertising the area as the “Heart of the City.”

Downtown Lawrence Inc. members visit during the group's annual meeting and barbecue at South Park. Pictured, from left, are: Maria Martin, co-director of Downtown Lawrence Inc., Jerry Bottenfield, Nina Dahem, Laurie Bottenfield and Bob Garrett.

Melodie Christal, co-director of Downtown Lawrence Inc., and Martin have been working to promote the downtown area as a “destination place” since the beginning of the year.

“Our advertisements really have been an effort to invite people to visit, shop and eat downtown,” Martin said. “We want it to become people’s central meeting place.”

About 80 people attended Downtown Lawrence’s annual barbecue, which mainly serves as an event for members to socialize and network.

Martin said the goal to establish downtown as a destination place had spurred several smaller projects, including a downtown beautification effort.

Members of the association, which includes about 150 businesses, started the effort Monday by gathering with city officials to plant 338 mums in planters that line Massachusetts Street between Sixth and 11th streets.

“Given the right weather conditions, all of downtown should soon be in bloom,” Martin said.

Martin said the goal of the project was twofold. She said by having high-profile city officials, such as City Manager Mike Wildgen, volunteer to help with the plantings, the program was an “out-front sign” of the partnership between the city and downtown businesses.

She also said the project did a good job of helping preserve what downtown already had.

“Downtown is very attractive now, and that is something we don’t want to lose,” Martin said. “Working on a beautification project is something all of our members can take part in because everybody has a sense of pride about how downtown looks.”

The beautification effort will continue with a “Sweep Downtown Clean” project from 7 a.m. to 10 a.m. Oct. 5. Martin said Downtown Lawrence members would gather to sweep sidewalks and pick up trash on Massachusetts, Vermont and New Hampshire streets.

The organization also is working on its annual trick-or-treat event. Participating downtown stores plan to hand out candy and other treats from 5 p.m. to 6:30 p.m. Oct. 31. The event attracted about 1,000 children last year.

The group will continue to kick off the Christmas holiday season with Santa’s “rescue” from the roof of Weaver’s Department Store. This year’s event will be Nov. 29. Downtown Lawrence also has a contract with a group of carolers to provide music every weekend between Thanksgiving and Christmas.