Aaron Stubna has a large sign inside his family business, Lincoln Barber Shop, that spells out "Enjoybellevue.com."

Each letter in the sign has been taken from photos of other signs used by new and longtime businesses in Bellevue.

To Mr. Stubna and a half dozen other merchants and supporters, the slogan on the sign sums up the need for business people and elected officials to find new ways to nurture and expand the community's commercial district.

The days when small-town business districts were anchored by furniture showrooms and clothing stores are gone, Mr. Stubna said. "We have to find ways to market Bellevue in different ways," he said. "Now we shut down around 5 p.m. We have no nightlife. But if we can turn the community into a destination, this town could be hopping on weekends and evenings."

Bellevue, a town of about 8,500 people, is located on the hills above Route 65, also known as Ohio River Boulevard, between the city's North Side and Avalon. A landmark sign along Route 65 -- "Bellevue: Live, Worship, Shop" -- is evidence of the community's long-standing shopping district along Lincoln Avenue.

Enjoybellevue.com also is the address of a Web site that provides background on the community, an alphabetical directory of businesses and a listing of community events.

The latest activity, sponsored by Lincoln Barber Shop and Northwest Savings Bank, is a weekly farmers' market. The first one was held last week and sales will continue 3:30 to 7 p.m. every Wednesday through mid-October on Hawley Avenue.

Many people predicted disaster for Bellevue's downtown more than 20 years ago when the opening of Ross Park Mall was expected to kill off many of the businesses on Lincoln Avenue. While the kinds of businesses changed -- clothing and shoe stores, for example, are gone -- residents still can fill most of their basic commercial needs at grocery, hardware and drug stores, banks, dry cleaners, salons and restaurants.

"Bellevue is a very walkable town," said Councilman Mark Helbling.

Mr. Stubna agreed that Bellevue's glass remains half full, but he warned that downtown needs more unique businesses. "Another pizzeria is not going to bring newcomers to Bellevue," he said. "Destination stores and restaurants will attract young residents and out-of-towners."

He and other merchants have sponsored several events designed to make the borough a destination. They included a summer "wine crawl" that brought more than 200 people into local businesses.

Mr. Stubna said he and the other merchants are eager to work with council and the North Boroughs Chamber of Commerce on similar projects.

Chamber President Oscar Worthy said he welcomed a chance to cooperate with Mr. Stubna and other business people on new promotions.

"I, too, would like to see a more diverse shopping district," he said. "It would be good to see a men's clothing store again and a couple more restaurants."

He has operated his corporate promotion and gift business, Oscar's Ltd., for 14 years in Bellevue. "The cost of rent is less than in the city," he said. "It's accessible to Downtown and to the north suburbs."

The wine crawl gave registered adult participants free tastes of wine as they visited participating merchants. "It was a good way to introduce wine to a 'dry' town," Mr. Stubna said.

One of his group's long-range goals is to have a ballot referendum on whether to allow sales of beer, wine and liquor by the drink in the borough. That vote could come as early as the spring 2009 primary election.

Although Bellevue is home to a beer distributor, it has remained an otherwise dry community, forbidding drink sales, since the end of Prohibition in 1933.

"Alcohol sale is a no-brainer," Mr Stubna said. "Bellevue is in a perfect location to draw young people. It's right on [Port Authority] bus lines and it's only a few minutes from Downtown. But if you want to attract young people to live here, you must give them something to do in their town -- including having a drink with their meals."

He pointed to Pittsburgh's Squirrel Hill neighborhood as a template for how Bellevue could develop. Squirrel Hill has a healthy mix of franchise businesses, specialty stores and restaurants to serve nearby residents -- who can walk to shop or dine -- and patrons from outside the area, he said.

Mr. Helbling served six years on council, took two years off and started a new term in January. "Not too much happened during those first six years," he said. "I've seen a lot more changes in the past seven months. We have a proactive council that has a vision for the future."

He, too, pointed out Bellevue's attractiveness as a pedestrian-friendly community. "You can get good prices on big homes within walking distance of our business district," he said. "Lot of people like to go out and eat and have a glass of wine. I'd rather see them stay in Bellevue. More diners equals more shoppers and more potential home buyers."

"My personal opinion: I see nothing wrong with restaurants serving wine," council President Linda Woshner said. "But what happens will depend on what the majority of borough residents want to do. If it gets on the ballot, the question will be decided by the voters."

Mrs. Woshner said she believes Bellevue's glass is more than half full. "When a store becomes vacant, it usually stays empty only for a little while, and then a new business will come in."

Council was ready, she said, to work with merchants on an individual basis and through groups such as the Chamber of Commerce, she said.

"People like Aaron Stubna have plenty of good ideas," she said. "We have to try things."

Mayor George Doscher isn't convinced about widespread benefits from serving alcohol.

"Restaurants would do better, but I think allowing sales by the drink could put us on a slippery slope," he said. "I see the potential for an increase in police calls. I've had a number of people come up to me and say, 'Don't let liquor licenses come in.' "

"Anyway, many of us don't decide on where to go for dinner based on whether the restaurant serves alcohol," he said.

Mr. Stubna said it was hard for him to imagine a Mexican restaurant succeeding, for example, unless it could sell margaritas.

Pennsylvania Liquor Control Board rules limit the number of licenses in a community based on population, he said. Bellevue would qualify for two or three, he said, and he predicted they would go to restaurants or clubs, not bars.