Sonja Haller - Oct. 22, 2010 02:01 PM

The Arizona Republic

When you're a business owner struggling to make it in a tough climate, you don't want your town to be known as a hidden gem, an untapped resource or a best-kept secret.

For too long, Carefree merchants and businesses say, their town of 4,000 has not even registered a blip of recognition with Valley residents.

"We're surprised at the number of people in the area who don't know about Carefree," Mayor David Schwan said. "I think we need to raise our profile in the Valley. Carefree is here, and it's a wonderful destination."

In recent months, the town has amped up its marketing efforts to draw people into the town.

The town of towering saguaros, artists and cozy shops northeast of Phoenix gave $12,000 to a newly formed Carefree Business Association to market the town.

Association organizer Holly Bergman said the money and an additional $24,000 in private donations will launch print-magazine and social-media campaigns December through March.

The slogan for the ads is "Carefree, experience the difference."

The group of merchants and other business owners say they don't need to "brand" the town.

"The town's name says it all - we're 'care free.' But we do need to heighten awareness," Bergman said.

"We have progressed beautifully," said Bergman, who owns a gallery. "We've built the car, and now we have to put gas in it."

The town is giving more thought to its events strategy to pull in out-of-town visitors.

Earlier this month, it changed its Thursday evening concerts to Saturday afternoon so people can make a day of it, listening to the music, eating in the restaurants and visiting the shops. It's also exploring an update to the town sign ordinance, which has favored understated signage, so passersby can better indentify businesses.