Urban Living: A campaign to promote responsible drinking, better training for bouncers and to remind us why we loved Dublin's rowdy cultural quarter in the first place is part of a plan to win back locals and tourists to Temple Bar. Liz Dwyer reports

Temple Bar, currently in its 13th year of development as Dublin's cultural quarter, has an average footfall of 59,000 per day, which comprises both overseas visitors and Irish people.

Yet despite the huge volumes of human traffic, many of the 400-odd commercial ventures within the area are experiencing major financial strain with tourist numbers wavering and local Dublin trade sparse.

This may be hard to believe when you witness the throngs of people swinging out of bars and into takeaways every weekend but, if you are not catering for the beer and burger market, it is likely your desired clientele is in another part of town.

Bruno Bertha, proprietor of Miso restaurant (formerly Bruno's) is one of the many business owners on Dublin's Left Bank feeling the pinch. "Down here there are a few key players lapping up the business but those of us not in immediate proximity to Temple Bar Square are having difficulties attracting customers into our premises."

He reports that "lots of local businesses have gone under recently for a number of reasons, such as a drop in tourist numbers and the loss of corporate tourists on expenses trips, in particular from the IT sector". Another problem for retailers is the absence of a major shop or other amenities to attract a large consumer group of Dubliners down to the area and away from the thriving belt between George's Street and Dawson Street.

He also points out that there is "an ongoing problem with the perception that the area is full of overcrowded, overpriced pubs and streets littered with stag and hen parties. In fact, when you take into consideration the huge rents on premises down here, it is easy to see why it is extremely hard to keep your head above water."

A study by Behaviour and Attitudes on behalf of Temple Bar Properties in 2003 to determine who uses Temple Bar and why reveals a different standpoint. Of interest is the fact that 70 per cent of the daily footfall is made up of Irish visitors, of which 75 per cent fall into the 18-44 year age bracket and 90 per cent of those spend over an hour there, the majority browsing or eating.

Yet statistics can be misleading and evidence of the dwindling economy is visible all over Temple Bar, with shops closing down, vacant windows and To Let signs in abundance. One proprietor who leases out numerous premises in the area says he is finding it difficult to secure tenants willing to take the risk of setting up in the area and has had to lower his rates to compensate.

On a more positive note, a group of local businesses have come together voluntarily to participate in an area action plan that addresses environmental issues, provides free public information on Temple Bar and part-sponsors free cultural events in the area.

TASCQ (Traders in the Area Supporting the Cultural Quarter) includes hoteliers, publicans, retailers, restaurateurs and business-people who know that a better community means better business.

Lisa Fitzsimons, spokesperson for the organisation, says its major task - alongside environmental issues - is to alter the perception of Temple Bar amongst Dubliners and Irish people. "The statistics don't match the attitude - people perceive Temple Bar wrongly, they say they dislike it yet they love the Saturday food market, having a drink in The Clarence or frequenting the Irish Film Institute."

Annette Nugent of Temple Bar Properties reiterates that the fundamental problem lies with the negative perceptions of the area and believes "that Temple Bar is a metaphor for all that is good and bad". It is hailed as dirty yet has won awards for having the cleanest street in Ireland. It is seen as tarnished and dangerous yet per capita, the crime rate is way below average. She asks its critics "to bear in mind that it is a pressurised area of the city, unique in the fact that it provides entertainment, culture, tourism and daytime and evening commerce in a very concentrated space."

Both agencies have strategies to improve and promote the area but are realistic with their expect-ations that it will take a few years to clean up the reputation and regain the business and loyalty of Dubliners.

The clean-up will begin with a marketing and awareness campaign, promoting all the positive and often forgotten aspects of Temple Bar and thereafter implementing (with the help and co-operation of the local authorities and the public) some of the many proposals and suggestions presented to the public in March of this year in the urban framework plan. The framework plan tackles areas such as the environment, the excessive drinking culture, the lack of sufficient other types of culture, traffic control, anti- social behaviour, crime, dispersal of crowds, residential issues and commercial problems.

Solutions include staggered closing times and the early closing of fast food outlets to aid dispersal of persons out of the area at closing times; a more accessible arts programme to include the erection of temporary pods for use as artists studios at low rates; better facilities for children and other amenities such as retail outlets to attract families and local trade; training of door staff to effectively handle clientele and large parties; a marketing campaign to promote responsible drinking and a plea for a little more anarchy and creativity to remind us why Temple Bar evolved in the first place.