Madison has spent a lot of money to get people shopping downtown.
And it's paying off.

Madison is serious about shopping.

Said Mary Carbine of the Madison Central Business Improvement District, "we're just creating a welcoming environment with some favorite traditions downtown."

The Madison Central Business Improvement District wants your business this holiday season and they are working hard to get it. This year's shopping season will see many additions to get you and your money downtown. The free holiday shopping trolley will start running Saturday. It will take riders up and down State Street an around the capital square every weekend from noon to four in the afternoon. Carolers and dancers will entertain the crowds every weekend in December from 1-3. Plus, there's lights, promotions, coupons and gift bags for many of the 350 downtown stores and eateries.

"It has definitely been effective, more people have come down during the holidays," said Jack's Shoes manager Brian LaFleur. "Especially on days like Friday cause not everyone wants to go to the mall."

As for the patrons.

"We love downtown," said shopper Julie Conway. "It's great. It is a lot of fun and a lot of variety. Not things you'd find at the mall."

But, what about the holiday additions?

Said one family. "It gives it the small down atmosphere, don't you?"
"Yeah, it going to be fun for the kids. We got a lot of kid with us today."

"It is just exciting," stated Chris Cornett. "There is a lot going on. There's a lot of people around. There's fun little shops to see and places to eat. It has a lot of charm."

"This is a place people come to find things they can not find anywhere else. And given its appeal I think people are pretty optimistic for the holiday season," concluded Carbine.

Many stores have events planned for the upcoming weeks. For more information on gift certificates, events, where to eat, where to park, where to shop, special offers downtown, you can go to www.visitdowntownmadison.com or call 266-4466.