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.

"Jason brings great experience and energy to this position," Bruce Bingham, chairman of the Downtown Alliance board, said Thursday in a statement.

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.

According to Salt Lake Chamber President Lane Beattie, Mathis will play a "vital role" in the capital's evolution.

"Downtown Salt Lake is on the cusp of dynamic and transformational change," Mathis said. "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.