On Monday morning, Centro San Antonio unveiled a new brand and renewed push to bring life to downtown San Antonio.
The organization has already made a big impact with a program that beautifies streets and sidewalks and provides ambassador services.
"Our vision is clear: we want everyone in San Antonio to fall in love with downtown," said Centro San Antonio President & CEO Pat DiGiovanni.
He added that the goal is to get locals to visit downtown and work and live there.
There's already a boom in new housing.
According to Mayor Julian Castro, by the end of 2014, there will be 2,300 new housing units in the urban core.
"In 2009, I declared it the 'Decade of Downtown' and I'm pleased to see that through the work of so many people and the leadership of Centro, it is happening right now," said Castro.
There's also a push to attract retail stores and businesses.
Next year, Centro is launching a strategy to bring jobs to downtown, fill vacant storefronts and create an urban walking environment.
"At the center of every city is a great downtown," said DiGiovanni. "San Antonio's downtown is blessed with extraordinary people, traditions and cultures, but it's greatness is yet to be achieved."