When consultant Roger Brooks set about helping Rapid City create a brand identity, he lectured local business leaders and city officials to be specific.

Don't try to offer something for everybody, he said. Find your niche and promote it like crazy.

Various groups took his advice to heart. Fans of the arts, fans of presidential history and fans of Lakota culture all pushed to make Art Alley, the presidential statues or Lakota art venues such as Prairie Edge the centerpiece of Rapid City's identity.

On Monday night, Roger Brooks offered his own idea about Rapid City's brand. And he offered, well, something for everybody. At least for the niche promoters.

Brooks' suggestion: Turn downtown Rapid City into an arts and entertainment district, and bring the downtown to life.

To achieve both ends, Brooks suggested creating a downtown plaza anchored by large fountain or other water feature that will draw national or international attention.

"You need to do something spectacular … think Bellagio," he said, referring to the Las Vegas hotel with the elaborate water feature. "People are attracted to water, especially when you make it entertaining."

The downtown, he said, has a lot to offer. But it needs something to draw locals and tourists alike in the evenings - when 70 percent of consumer spending occurs.

"The missing ingredient is what to do after dinner," Brooks told the group of city and tourism officials gathered at the Ramkota Hotel & Conference Center on Monday.

His arts-and-entertainment proposal amalgamates the ideas of Art Alley, the presidential bronzes and Lakota culture with fine dining, music, theater and other creative endeavors into a downtown steeped in artistic activity.

And activity is the key.

Whenever and wherever possible, visitors should see art being made: Native American artists working in shop windows, painters plying new pieces to Art Alley, street musicians performing on Main Street.

Brooks even suggested a couple of places that could become fountain plaza. One of them is the north side of Main Street between Fifth and Sixth streets. Part of the first floor of the Sixth Street parking ramp could be turned into shops, Brooks suggested.

If this downtown plaza has a name - Brooks suggested Fountain Plaza, World Marketplace, Presidential Commons, Lakota Place and others - it could be promoted throughout the region.

On Interstate 90, the signs would direct visitors to "Fountain Plaza," not "Central Business District."

"You've got to give your downtown a name. Make it sound like an attraction," he said.

Lured by the fountain, tourists would be free to explore Art Alley, the City of Presidents statues, Prairie Edge and all the other downtown shops and restaurants.

Meanwhile, Brooks suggested that Rapid City's external marketing should tie the city closely to Mount Rushmore National Memorial. Put the Four Faces on the city's logo and promotional materials, he suggested.

Brooks said 95 percent of Americans instantly identify Mount Rushmore, but only 70 percent know what state it is in.

A number of downtown business owners were in the crowd on Monday.

"What he said we should do, we're doing … If he had never come, we'd still be doing it, and we have stiff resistance," said Dennis Halterman of The Factory hair salon. He's been active in the Art Alley project and ventures to bring music to downtown Rapid City.

"Downtown is not dead at night," Halterman declared. He said a number of venues feature live music, and stores are staying open later.

But Halterman said he disagrees with Brooks' assessment hat historic districts in themselves are not a brand.

"The Rapid City historic district has meaning … I wouldn't dismiss it so quickly," he said.

"I think the fountain plaza is an awesome idea," he added. Downtown Kansas City has a plaza district - with lots of fountains.