Provo • With 70,000 university students in the immediate area, downtown Provo should be a hopping nightspot.

But unlike other college towns, Provo is typically quiet, and that has little to do with Brigham Young University's annual claim to Princeton Review's prize for having the nation's most sober student body.

Instead, it's a matter of perception and marketing, BYU public relations student Kim Orton said.

Orton was part of a team at Bradley Public Relations, BYU's student public relations agency, the city commissioned to figure out what needs to be done to get students downtown.

The answer is simple: Make sure students know about the dining and entertainment opportunities.

"A lot of what the students want is already offered downtown," Orton told the Municipal Council last week.

Orton and her team based their findings on a survey of 3,000 students and interviews with business owners.

They found 97 percent of BYU and Utah Valley University students surveyed are looking for food and entertainment after school hours, but only 15 percent know they can find both in downtown Provo.

The students suggested that businesses and the Downtown Alliance market to students, and not just through The Daily Universe or the UVU Review student newspapers. Businesses need to market themselves online, using blogs, websites and social media, including Facebook and Twitter.

The survey found half the students surveyed use some form of social media, but most businesses don't use it, or if they do, they don't use it enough to be relevant.

The students suggested creating a web hub that would post links and information about downtown activities in one place, making it even easier for the students to find information.

Their plan calls for creation of an information packet for businesses on how to market online. It also suggests that more events be scheduled downtown to draw students in, such as last year's concert series on top of the downtown parking deck between University Avenue and 100 South.

Provo residents Ray Beckham and Shaun Humphries proposed at the meeting that the city close 100 feet of 100 West north of Center Street for a summer concert series as an effort to bring people downtown. Beckham offered $10,000 to get it started.

Parking — or the perception that there is none — is another issue that keeps students away. The students recommended that the city and the business alliance publish guides showing where parking is in the area.

Councilwoman Sherrie Hall Everett, who has advocated for revitalizing downtown, said Friday another option is to have a shuttle service between campuses and downtown, making it even easier for students to find their way to shops and restaurants.

The student market is an untapped resource that could significantly revive downtown, she said.

"There is a huge, huge opportunity, and everybody is eager to help," Everett said.

One downtown business owner is looking forward to the campaign. Jennifer Snider, who has operated her United Studios of Self Defense on Center Street for 30 years, said people tend to overlook downtown and go to Provo Towne Centre and University Mall to shop or hang out.

"Here, you get the local businesses," Snider said. "We have a lot of great businesses on Center Street."

She especially liked the idea of an online hub with links to the businesses.

The city also hopes the Utah County Convention Center, now under construction, and Nu Skin Enterprises' planned expansion will bring even more people downtown.

dmeyers@sltrib.comTwitter: @donaldwmeyersfacebook.com/donaldwmeyers