ESCONDIDO -- Downtown Escondido should be more lively and inviting this holiday season, thanks to a new commitment by merchants to decorate their storefronts with twinkling lights, design eye-catching window displays and keep their doors open during holiday celebrations on the evenings of Dec. 1 and Dec. 8.

More than 80 downtown merchants came together Thursday morning for a brainstorming session that focused on how they can draw more people downtown during the holidays, and how all the businesses can benefit from the extra foot traffic.

"We are bringing thousands of people down here with horse-and-carriage rides, music and visits with Santa, so we're asking every one of our retailers to be open," said Debra Rosen, chief executive of the Downtown Business Association. "Last year, we spent $13,000 on marketing, but only 11 of 48 businesses stayed open."

Rosen said businesses that close on Dec. 1 or Dec. 8 are missing a prime opportunity to market themselves to the thousands of people who swarm downtown.

Much of Thursday morning's discussion, which took place at O'Sullivan's Pub on Grand Avenue, was devoted to sprucing up storefronts.

"It would really enhance the whole experience if every single store put twinkle lights in their windows," said Lisa Gulliver of Architectural Relics. "It's something of interest that will draw people into downtown and the stores. For $15 and a little bit of work, we could make this place look really dynamic."

John Coseo said he has decided to have his downtown building professionally decorated for the first time since he bought it 25 years ago.

"I should have done it a long time ago," said Coseo. "It makes a lot of sense."

Vicki Olmstead, a city resident since 1959, said the new decorating plans make her hopeful that downtown can be more like it was when she was a child.

"I remember it being a magical place, and I think we can make it that way again," said Olmstead, who owns Stitcher's Treasures.

Robert Ferguson said he will have models wearing bronze body paint in the windows of his art gallery on Dec. 8. He said people will be drawn to downtown if merchants give them something interesting to look at and think about.

"People come here for romance, which they can't get in a mall," said Ferguson.

The merchants also discussed keeping the holiday momentum going into the new year.

Mary Ann Santrach, owner of Rosemary Duff Florist, said she was devastated recently when she overheard people in an Encinitas doctor's office condemning Escondido's downtown as unappealing. Santrach urged her fellow merchants to spruce up their businesses and work together on marketing efforts.

"We need to collectively figure out what will bring people to downtown, and I think we can do a better job of that," said Santrach.

Contact staff writer David Garrick at (760) 740-5468 or dgarrick@nctimes.com.

Escondido Holiday Events

Saturday, Dec. 1:

- Noon to 3 p.m., Jingle Bell Cruise classic car show

- 1 to 3 p.m., Visits with Santa at 101 E. Grand Ave

- 3 to 8 p.m., Holiday Tree Lighting at California Center for the Arts, Escondido

- 4 p.m. Snow play area at CCAE

- 5 to 9 p.m., Horse and Carriage Rides

- 5:45 to 6 p.m., Westminster Carolers at CCAE

Saturday, Dec. .8:

- 9:30 a.m., Christmas Parade from Escondido High to Grape Day Park

- 5 to 8 p.m., Downtown Escondido Open House

- 6 to 8 p.m., Visits with Santa

- 5 to 9 p.m., Horse and Carriage Rides