That is the message merchants and artists hope to convey during Friday evening's first-ever Sugar House Stroll. The free event from 5 to 9 p.m. is billed as a "quintessential 21st-century urban experience," highlighting contemporary local art at a string of independent stores.

"With the hole in the ground and the economy in an interesting place, we thought, 'Sugar House is so great. What would really drive people in?' " explains Amy McDonald, director of the nonprofit Brolly Arts, a stroll sponsor.

Perhaps live salsa, bluegrass, a jazz quartet and a fashion show would draw some crowds - along with improvisational dancers and a folk singer serenading onlookers with an oral history of the neighborhood. Restaurants are open, as is a salon and tattoo shop. There also will be a textile-art weave on the fence surrounding the construction crater.

More than 50 businesses will participate in the art stroll, which extends from the corner of 2100 South and Highland Drive to 900 East.

It is all designed to "invigorate" the commercial center of Sugar House, which suffered a blow to business when developer Craig Mecham bulldozed an eclectic row of small shops earlier this year to make way for a planned office building, condo tower and new stores.

Some residents have criticized the city for allowing the move, bemoaning the "death of Sugar House."

But Laurie Bray, who runs a photography studio adjacent to the construction site, says community events such as the stroll can help "immensely" to change that perception.

"It's still cool," Bray says of her beloved hub. "A lot of it's gone. But there are still some fun places to look at and hang out. The artsy community is alive and well."

The event is sponsored by Brolly Arts and TRASA Urban Arts Collective.

McDonald notes that the stroll will be funded by a "Creative Communities" grant from the Utah Arts Council. Earlier this year, the balance of the grant (plus a $16,000 match) covered the "Desert" art exhibit at Westminster College and art programming at the Sugar House Fourth of July festival.

McDonald says Friday's event is the latest attempt to offer a broad audience a "really great" art experience.

The stroll, she adds, has faced no opposition from Mecham.

"They said, 'Go ahead.' There's a recognition that this community needs to come together."

djensen@sltrib.com

Sugar House Stroll

* WHEN: Friday, 5 p.m. to 9 p.m.

* COST: Free.

* WHAT: Sugar House sidewalks and shops will feature art, music, poetry and improvisational dance.

* WHERE: Along the 2100 South corridor from 1100 East/Highland to 900 East.

* INFO: Maps and programs will be available on the corner of 2100 South and Highland Drive and at participating businesses.