DBA president calls alliance a “mini chamber” focused on tourism, stability and community as Prison City Crawfish, Beer & Music Fest approaches
Pam Conner says downtown Huntsville’s growth is no accident.
As president of the Huntsville Downtown Business Alliance and longtime owner of Bargain Boxx on the square, Conner has watched the district evolve through steady collaboration, strategic promotion and a deep commitment to local relationships.
“We’re basically a group of — it’s like a mini chamber of commerce,” Conner said of the DBA. “What we do is support and encourage tourism into downtown.”
For Conner, the mission is clear: bring people off Interstate 45, onto the square and into locally owned businesses.
A “mini chamber” built around collaboration
Conner said the Downtown Business Alliance meets monthly to share ideas, coordinate promotions and maintain a unified message about downtown Huntsville.
“We pull all our resources together to do positive advertising,” she said.
That includes coordinated marketing campaigns and digital billboard advertising along I-45, ensuring thousands of drivers see reminders that Huntsville’s historic square is just minutes away.
Conner said the DBA works to maintain a consistent, strong presence so downtown remains visible and competitive in a world increasingly dominated by online shopping and big-box retail.
New downtown maps guide visitors
To support that visibility, the DBA recently released updated downtown maps. The guides list businesses, outline event calendars and make it easier for first-time visitors to navigate the square.
“We have brand new maps for downtown,” Conner said. “We list all of the businesses in the downtown area so people know how to get around, know what’s going on.”
The maps reflect what Conner describes as a “continual effort” to promote downtown as a walkable destination where shoppers can park once and explore.
She also pointed to physical improvements — including updated lighting and refreshed storefronts — that continue to enhance the district’s look and feel.
Stability is downtown’s hidden strength
While new businesses are moving in, Conner emphasized that downtown’s backbone is stability.
She noted that many Huntsville storefronts have operated for decades, creating consistency and trust within the community. Businesses such as Ernst Jewelers, The Facemaker, Cork & Canvas, Blue Bonnet Antiques, Café Texan, Sam’s Table and others have built long-standing customer relationships.
“We’re stable,” Conner said. “We do have some people that come and go every now and then, but you look around and there are businesses that have been here 40, 45, even 50 years.”
That balance of longevity and fresh energy, she said, gives downtown a unique character.
Bargain Boxx and the power of local relationships
Conner has personally been part of that stability for decades. As owner of Bargain Boxx, a resale and consignment shop on the square, she has built deep ties with generations of customers.
When asked what has sustained her business for so long, Conner offered a simple explanation.
“We’re not millionaires and we never looked to be,” she said. “We enjoy our jobs. We enjoy coming to town every day and opening our doors and visiting with people.”
She described customers who come in not only to shop but to catch up — sharing stories about children, grandchildren and travels. That personal connection, she said, is what sets downtown apart.
“They want to come in and feel like they’re welcome at home,” Conner said.
Conner acknowledged that local support is critical, but tourism also plays a key role in helping businesses move beyond “just paying the bills.” Antique stores, specialty shops and unique boutiques, she said, draw visitors from surrounding areas who may not find similar experiences elsewhere.
New businesses add fresh energy
Conner also highlighted recent additions to downtown, including Mortar & Pestle of Texas, The Raven Bistro and One Music’s relocation to a larger space. She said new arrivals such as Granny Camp — relocating from Conroe — signal Huntsville’s growing appeal.
“They’re pulling up stakes out of Conroe and coming up to Huntsville because Huntsville is welcoming,” Conner said. “We want to encourage these businesses to be a part of our community and support them.”
Prison City Crawfish, Beer & Music Fest set for March 21
One of the biggest events fueling downtown momentum is the Prison City Crawfish, Beer & Music Fest, scheduled for March 21.
Conner said the annual festival combines food, live music and extended storefront participation to create a full-day experience around the square.
Big E will provide crawfish, Sam’s Table will support the beverage portion of the event and live music will anchor the entertainment lineup. Keyun and the Zydeco Masters are scheduled to perform from 3 to 6 p.m., and local musician Michael Dutka will take the stage earlier in the day.
The event continues to grow each year, Conner said, drawing residents and visitors alike.
Expanding the art scene
This year’s festival will also feature a “Full Pardon Art Walk,” coordinated in partnership with Splintercraft and Imerj Gallery.
Conner said downtown leaders are working to integrate more art into the district, building on existing creative elements such as the Sam Houston State University satellite gallery and hands-on experiences like Cork and Canvas.
“It’s in the ground stage,” she said of the broader art vision, adding that expanding Huntsville’s creative footprint is part of long-term downtown planning.
More ahead with Wine Down Whiskey Up
Looking beyond March, the DBA is preparing for Wine Down Whiskey Up on May 9, another signature event aimed at drawing people downtown for an evening of tastings, music and community connection.
Conner said events like Prison City Crawfish, Beer & Music Fest and Wine Down Whiskey Up do more than boost one day of sales. They reinforce downtown as a destination and strengthen long-term customer relationships.
A community built on connection
For Conner, downtown Huntsville represents more than storefronts and festivals. It represents shared investment.
“Our customers are a family,” she said. “And our business owners are their family.”
As new businesses arrive, longtime merchants remain steady and annual events expand, Conner believes the square’s future looks strong — rooted in stability, strengthened by collaboration and driven by community pride.
More information about downtown events, including the Prison City Crawfish, Beer & Music Fest on March 21 and Wine Down Whiskey Up on May 9, is available at huntsvilledba.com.