PHILADELPHIA—As retailers continue to govertical, look for a major city promoting its downtown—along with ababy boom. "We've been putting our resources together, includingeverything from event marketing to public relations, helpingretailers from beginning to end," says Anne Nevins, vice presidentof market development for the Philadelphia Industrial DevelopmentCorp.

In the past decade, Center City's population has grown by 10%,with some 179,000 residents calling the trade area home, the citysays. Greater Center City experienced a 53% increase in medianhousehold income between 2000 and 2010. According to thejust-released Center City District annual retail report, demand forgoods within one mile of City Hall reached $710.9 million this pastyear, up from $491.5 million in 2010. Adding to that market is agrowing tourism base, with three new hotels already underconstruction and a fourth slated to begin building by year-end.

"We are looking for new and better retail to supplement what wehave," says Michelle Shannon, VP of marketing and communicationsfor Center City District/Central Philadelphia Development Corp."There are people who have an outdated perception of the city."