One of the more imaginative promotional efforts to attract Salt Lake City visitors and residents to sample the city’s growing array of fine restaurants returns September 14.

Thirty-five restaurants will participate in the Fall Dine O’Round, sponsored by the Salt Lake Downtown Alliance, from September 14 to September 30. Simple and smartly executed, the event permits diners to select reasonably priced lunch and dinner specials at locations which may be new or unfamiliar to them. The good news is that diners don’t need any special cards or tags to participate. Simply visit any of the restaurants and take advantage of a two-course lunch for $10 or a three-course dinner priced at either $15 or $30 per person.

The program has a lasting impact. “Most restaurants have seen an added increase in patrons, particularly the higher-priced restaurants including The Metropolitan, New Yorker and Melting Pot,” Andrew Wallace, marketing and development director for the SL Downtown Alliance, said. “All restaurants like it because they are able to introduce their restaurants to a new customer base.”

This past spring, the Alliance added a spring version of Dine O’Round which Wallace said helped propel an increase in traffic at restaurants which offered lunches. And, the Alliance is offering a couple of deals to help residents and visitors round out their dining experience with first-class performing arts offerings. Guests can receive a 10 percent discount for a selected performance of Andre Watts, one of the world’s top piano virtuosi, who will be performing next month with the Utah Symphony, as well as a 10 percent discount for the Ririe Woodbury production of Fast Forward. Visit www.arttix.com and enter DINE in the promotional code box to print up a discount coupon.

The promotional event makes good sense for Utah where the restaurant industry is thriving. Restaurant sales are expected to top $2.9 billion this year in the state. And, more than 98,800 are employed in Utah’s restaurant and food service establishments, with a projected growth of 23 percent in jobs over the next decade.

Clearly, the economic impact is substantial and ripples across the state. For every dollar spent in a Utah restaurant, an additional $1.35 in sales is expected for other state industries. Economists for the industry also suggest that each $1 million spent in Utah eating, drinking, or food service establishments will generate nearly 50 jobs — a significant factor for a state with one of the nation’s fastest growing populations.

Five new restaurants are featured on the Dine O’Round roster. For full details, visit http://www.downtownslc.com/events/dine-o-round.htm