The first coliation of this kind in a major metropolitan city, the Downtown Residential Marketing Alliance brings together competitors to market Downtown San Diego with a new approach. Instead of vying against each other for potential customers, DRMA's members are sharing marketing dollars, ideas and information in order to sell Downtown San Diego to a wider audience.

"By marketing Downtown San Diego in the same way developers market suburban master-planned communities, we are able to paint a more complete picture of the remarkable advantages an urban home provides," says Barbara Warden, president of the city's non-profit business organization Downtown San Diego Partnership, which heads up DRMA.

Originally conceived by the Centre City Development Corp., DRMA will hopefully work as a "springboard" for developers to increase interest and sales of members' projects by working together on the bigger picture: getting the message out about Downtown's rebirth.

"While each developer's project has its own unique appeal, the primary motivation for future buyers hinges on their desire to live in the Downtown area," says Douglas Wilson, president of Douglas Wilson Cos., a DRMA member. "This alliance is our most effective outlet to deliver that message and increase awareness of San Diego's Downtown residential renaissance," he adds.Aside from Douglas Wilson Cos., other DRMA participants include Bosa Development Corp., Citymark Development, Intergulf, Intracorp, Lambert Development, The Olson Co., Pinnacle Development, Sixth and Laurel LLC and Western Pacific Housing.