A campaign aimed to spice up downtown Ames with more culture, activities and community involvement is under way.

The Ames Main Street District is a collection of businesses and citizens who want to turn downtown Ames into a “destination district,” said Community Arts Council member Kathy Svec.

“We want to become the heart and soul of the city of Ames,” Svec said.

To help achieve this goal, Svec said members of the district would like to see a larger number of special events, such as the Octagon Art Festival, which was held in late September.

The district is also promoting increased patronage to the downtown businesses and more of a focus on the historic architecture and public art that are a large part of the area.

One of the main goals expected to help fuel the project is the addition of a full-time, paid coordinator, Svec said. Currently, the leadership for the downtown district is based upon volunteers, most of whom are also small business owners in the area.

“It’s a tough juggle,” Svec said.

Joyce Durlam, Ames Main Street District president and co-owner of Durlam & Durlam Men’s and Women’s Clothing, 226 Main St., agreed.

“One of the key things is [getting] that full-time director,” Durlam said. “The biggest challenge is that we’re all volunteers and we’re all trying to wear so many different hats.”

In addition to a full-time director, a central place for district information is another must for the area, Svec said. This is why the coordinator’s office would be located downtown, she said. Committee members are currently touring buildings, trying to find an appropriate space.

Including the coordinator’s $22,880 salary and office expenses, the projected budget for the project is $60,000, Svec said.

“We feel that $60,000 is attainable,” she said. “We think we can get started on that.”

At least $27,000 of the funding is expected to come largely from Ames Main Street District dues. Businesses pay the dues based on the amount of income their store makes annually. A store that makes under $100,000 a year pays an annual membership fee of $120. Most stores in the district are in that range, Svec said.

Currently, there are 60 to 70 members — not all of the 219 business on Main Street are members. Memberships are not available to business owners singularly. Individuals may purchase a membership for $25, and families may purchase a membership for $50.

To make the $27,000 goal, 250 memberships will be needed, Svec said. In addition to dues, members will be required to put $200 a year into an advertising fund for the district as a whole.

“The people that stand to benefit are the retail businesses,” Durlam said.

Other portions of the funding will come from donations, fundraising events and special workshops. The Ames Main Street District is also hoping to receive aid from state grants and city funding.

A request for financial help from the City of Ames for the first three years of the project has been made, but it won’t be known if the request is approved until February, Durlam said.

“We are hoping that by demonstrating support through memberships, it might lead us to other financing,” Durlam said.

Members will receive special invitations to district events and an annual membership gift, such as a limited edition book or piece of art.

“Any member of the community who wants to be a stake-holder is invited to join,” Durlam said.