A strategy to revitalize Calgary's main downtown pedestrian mall is getting $300,000 in funding, if a city committee has its way.

Councillors, however, will have the final say, likely at the next council meeting.

The $300,000 is mostly for "activations and experiments" drawing on experience from other cities.

"Glow was just one example," Coun. Druh Farrell said, of a recent Stephen Avenue success story.

"It was a big event but showed what we can do in the middle of winter."

The Glow Winter Festival last month featured ice sculptures, live music, warming igloos and ice lounges.

Farrell said the Future of Stephen Avenue project team, including the Calgary Downtown Association, has done some exciting work so far.

The Glow Festival in February featured five nights of bright-light outdoor art exhibits downtown. (Monty Kruger/CBC)

"It has always been the lifeblood of our city, it needs a transfusion right now," Farrell said.

But it's not a new conversation. In fact, it's been going on for several decades.

And the downtown association says it's about current and future planning.

"This work and investment is really geared toward trying to create experiences that are attractive to Calgarians and visitors in the short term, while long-term planning is going on," executive director Marco De Iaco said.

"This is about testing some new ideas and concepts to spruce up the avenue, bring some life."

There are still lots of challenges, though, he said.

"We have concerns about social disorder, the at-grade vacancy. The city is living through some significant economic headwinds, but we think there are things we can do downtown that will bring some life."

Mayor Naheed Nenshi said he wants to see vehicular traffic in the evenings, in future planning, to discourage some of that social disorder.

The project now goes to council for approval, likely next week.