Identity marketing or “branding” for at least a portion of the study area would focus on the concept of an “Old Peoria Distillery District” that celebrates the unique industrial and architectural heritage of the area. The Distillery District would include at least one large anchor distillery/restaurant and would also draw on the themes of the pre-Prohibition and Prohibition-era to create a sense of time and place.

While the Warehouse District has the potential to become a thriving, urban neighborhood, it can benefit from a collective effort to promote all of downtown Peoria as the heart of the community and region. The distinct areas of the downtown core, including, but not limited to, the Central Business District, the Riverfront District, and the Warehouse District, can work together to strengthen each other. A downtown organization can be the champion that leads the effort to accomplish this.