Jason Mathis, who has helped market prominent Utah nonprofits for the past 15 years, replaces Bob Farrington as head of the alliance. Farrington left in June to become the city's economic-development director.

"Making the most of every opportunity to improve our capital city is so important," Salt Lake Chamber President Lane Beattie said Thursday in a statement.

"We will all benefit from Jason's significant experience promoting our state as he turns his attention specifically to downtown."

Mathis will work with small businesses and community leaders to promote downtown as the area undergoes a substantial makeover, led by the LDS Church's $1.5 billion City Creek Center.

The Downtown Alliance, an affiliate of the Salt Lake Chamber, represents more than 2,500 business and property owners in an effort to create a compelling downtown.

"Downtown Salt Lake is on the cusp of dynamic and transformational change," said Mathis, a lifelong resident of Salt Lake City. "I am excited to get to work with the dedicated and talented staff of the alliance and chamber to promote this great community, and I look forward to promoting the interests of downtown property owners, businesses and residents."

Most recently, Mathis worked as media strategist and spokesman for Intermountain Healthcare. He also directed the visitors bureau's communications during the 2002 Winter Games.

Mathis has a bachelor's degree in communication and a master's degree in public administration from the University of Utah. He lives with his wife and 5-year-old son in the capital's historic Marmalade District.

djensen@sltrib.com