SARATOGA SPRINGS — If you live within 30 or 40 miles of Saratoga Springs, you can’t just visit the downtown once a year and figure you’ve seen it all.

That’s the message downtown businesses and economic groups want to convey in a new marketing push that they say is the first of its kind.

A new downtown logo bearing the slogan “Downtown Saratoga Springs: Discover it again and again” is designed to market every Saratoga-related event, said Tim Holmes, co-owner of Wheatfields Restaurant and Bar and spokesman for a new Downtown Saratoga Springs Marketing Initiative that formed in March.

“Our first goal and common goal was that we believed we needed to have a brand and image,” Holmes said. “We can’t compete as an entity unless we’re thought of all the time.”

The promotion, which is expected to include direct mail pieces and monthly giveaways that will generate an e-mail database, is an effort to keep customers close by as the national economic picture remains uncertain.

“We try to be proactive,” said Andrew Brindisi of Brindisi’s Restaurant on Broadway.

The new marketing group is made up of 20 downtown retailers and dining establishments and is essentially a subcommittee of the Downtown Business Association, Brindisi said. Businesses have chipped in with $5,000 total to spend on the promotion.

Its activities don’t conflict with marketing initiatives developed by the DBA, the Saratoga County Chamber of Commerce or the Saratoga Convention and Tourism Bureau.

The logo was designed by Larry Ambrosino and features the Hathorn Spring pavilion, a shopping bag, artist’s palette, wine glass, fork and music note in bright colors against a stark white background. There’s no horse on the design or any reference to racing, in keeping with the effort to convey Saratoga Springs as a year-round destination, not just one to check out during August.

The downtown group has set up a Web site at www.DowntownSaratogaSprings.com.

The e-mail database will allow the group to let people know what’s going on in Saratoga Springs to bring them back to the downtown, Brindisi said.

Brindisi was on a subcommittee within the new downtown group that came up with the logo and the slogan.

More than 75 slogans were thrown into the ring at first. “We went through a first round and eliminated half of them,” he said.

Staff of downtown businesses received their own crash course in the downtown during a two-hour walking tour and scavenger hunt in July.

“It was surprising how many places these people had never been before,” said Joseph Dalton, president of the Saratoga County Chamber of Commerce.