Salt Lake City Mayor Rocky Anderson hopes to persuade a skeptical City Council to spend $2.1 million to turn 300 South into "Broadway Boulevard" with a tree-lined sidewalk in the middle of the street.

But his plan appears destined for defeat. Again.

The mayor's office has gone door to door collecting testimonies from business owners who support the construction project in the belief that it would make the street safer for pedestrians and help lure new retailers.

But opponents are just as vocal. And despite assurances that traffic lanes would remain open during the six months it would take to build the greenway, council members are hesitant to add to the downtown construction zone, especially when retailers on 300 South, also known as Broadway, already are successful.

Councilman Dave Buhler's message to Anderson: "If you want to keep banging your head against the wall, go ahead. It's not a good expenditure of money."

Anderson's brow apparently isn't bruised yet. He wants to set aside almost half the city's Redevelopment Agency downtown budget for 300 South between 200 East and 400 West.

He sees the project building on the success of the 125 parking spaces in the middle of 300 South, which are popular with retailers and their customers.

The parking spots were designed to be temporary - with a makeshift pedestrian lane in the middle of the road. Anderson's plan would separate vehicles and pedestrians with a raised sidewalk to make the street safer - although there has been no rash of accidents, and studies show drivers are slowing to the posted limit.

Adding more trees also fits with the city goal of making downtown more pedestrian-friendly.

Just as important, says restaurateur Peter Cole, is the stimulus the greenery, colored concrete crosswalks and public art could provide. The owner of Squatters Pub Brewery on 300 South says the beautification would lure more retailers and residents.

Cole says he has seen it happen before: In the late 1980s when the neighborhood was blighted, business owners banded together to build sidewalks and lighting. Now the street is downtown's de facto entertainment and residential district. Another round of improvements could draw tourists, he said.

"When I go out of state for a conference, I'm not looking to go to a place that has cars going by, few trees and lots of parking lots. We're selling our downtown to tourists and conventioneers, so why not create a good environment?" Cole said.

If the council allocates the money this spring, construction would start in April 2006 and finish by September. Some parking spaces on 300 South would be unavailable during the work, depending on where crews were. Once finished, the street would lose about five parking spots.

Council members fear construction on 300 South would drive away customers. Some have suggested holding off on beautification until the road needs to be rebuilt, in 2007 and 2008.

But Tim Harpst, the city's director of transportation, sees no need to wait. The other projects - the renovation of the malls on Main Street and the expansion of the Salt Palace - shouldn't affect traffic, although they may limit street parking.

"The impacts are basically the barricades that need to go around [those developments] for safety purposes," he said. "Other than people might want to slow down to take a look at it, we're going to keep the roads open."

Business owners on the street are split.

Tony Caputo, owner of a market and deli, said construction for a couple of months wouldn't matter in the long run.

But Steve Okey, owner of the Third and Main Bar and Grill, said the project would kill his already-struggling business. "I've been bleeding for a long time. That would be the death blow."

Okey suggests spending the money on improving the Gallivan Center and allowing drivers to park downtown for free.

Anderson had persuaded the council to set aside money in 2001 for 300 South, but it later decided not to spend it. He was rebuffed again last year. The price tag continues to rise, including the cost of materials.

hmay@sltrib.com