Bill Force gained a new real estate client simply by walking down King's Way in Augusta.

The Meybohm Realtors agent made the connection at First Thursday, a networking and after-hours business event held at Central Avenue and King's Way on the first Thursday of each month.

"I've met people here that I've sold a house for, and now they're looking for another house. I'm helping them look for that," Mr. Force said.

He also met Ann Helms, the owner of Fogel's Fine Floors on Washington Road, who is assisting one of his clients with carpeting in her home.

He keeps going back for the networking, he said.

"First Thursday has really become another event on the calendar," Mr. Force said. "The event has been very well-accepted. We see a lot of interested people who enjoy not only the merchants but also the people that you meet here. You meet a wide variety of people."

A group of merchants started First Thursday in June 2008, said Stefanie Reed, the owner of Midtown Market on King's Way.

Some of the businesses, such as Pastel Inc. and Shanhil Sweets on Central Avenue, have since closed, but Midtown Market, an antiques mall with 38 vendors, and Ready to Wear Again, both on King's Way, are keeping the tradition alive.

The event started after the Summerville Neighborhood Association's street party, the Monte Sano Rock and Stroll, was canceled the year before.

"We thought it would just keep the neighborhood together, and then it expanded and exploded," Ms. Reed said.

On First Thursday, retailers stay open later, offer discounts and provide a band and refreshments. The event is designed to draw customers, feature local artists and provide family-friendly fun.

"We usually have anywhere from 300 to 500 people," said Amy Ladun, an employee at Midtown Market.

Ms. Reed sends e-mails to 8,000 previous visitors each month to remind them of First Thursday.

"Our regulars know this is the night to catch things on sale," Ms. Reed said. "We go all out on First Thursday. It's a perk of getting out and coming down for a couple of hours. It didn't starting as a networking (event), but it really has worked. I see a lot of people exchanging business cards, which is I think is great."

Mischelle Guthrie, the owner of Ready to Wear Again, said that First Thursday hasn't brought in a lot of extra business so far but she enjoys the event.

"We have a good time, and it's something we look forward to," she said. "It's fun, but I'd like to have more traffic. I hope it gets to be bigger and bigger."

Destination marketing is beneficial for businesses, said Lara Plocha, the president of the Downtown Augusta Alliance, whose focus is "to market downtown Augusta as a destination point collectively."

"It's a tough market," Ms. Plocha said. "Augusta is a tough retail market overall. Staying power is difficult, especially for people who are opening on a dream ... with limited marketing resources. By joining together to promote events to draw traffic directly to you, it's a really good way to be able to afford marketing."

The alliance has 75 participating businesses, which pay $50 a year. The organization, which is 2 years old, sponsors events such as Play Through Downtown during the Masters Tournament and Discover Downtown, to be held this month.

"The idea is that once people come downtown, they'll explore, come in the door and hopefully buy something," she said. "It's kind of a First Friday event, where you're trying to get as many people to come down and experience an area.

"Hopefully, when they see it, they will start to come back and you can begin to build loyalty in your customer base."

First Friday is "an important economic driver for downtown," said Melissa Sherwood, the community programs director at the Greater Augusta Arts Coun- cil, which coordinates First Friday.

The event draws foot traffic from North Augusta and Columbia County, she said.

"I've also heard merchants say that First Friday makes the month for them in terms of income," Ms. Sherwood said. "First Friday happens across the country, and it's just growing and growing.

"First Thursday is just a natural outgrowing of that."

She said she has been contacted by other communities that want to start similar events.

Vendors at Midtown Market said First Thursday helps bring in business.

Artist Cleo Douglas, the mother of Tommie Rae Brown and mother-in-law of the late James Brown, has sold paintings at First Thursday. Laura Moody, who owns L & Co., a full-service hair and nail salon at Midtown Market, has gained a few clients.

Ms. Helms also operates a booth at Midtown Market called Architectural Antiques, which sells antiques and collector's items for homes. Attending First Thursday is also beneficial for her flooring business, she said.

"I'm starting to get some leads," she said. "One person who owns a booth is getting ready to buy a floor from me. It's all about exposure. The more they see you, the more they'll remember you."

James Thomas came from North Augusta to attend First Thursday in August.

"I think it's a great idea," he said. "I come by to visit and occasionally buy something. Every booth has sales and specials."

Cindy and Steve Lape have been loyal First Thursday participants for a year. They walk from their home one block away.

"First Thursday has really done a lot for the neighborhood. People come down here, they network and talk. It's a neat atmosphere," Mr. Lape said.

His wife said: "It's a fun community event. We love it. We're so pleased to see that it's growing."

Hilton Powell said he believes First Thursday could attract more businesses.

"I would love to see people from Columbia County and Aiken County discover this part of Augusta," he said. "If they did, they would be pleasantly surprised. Anytime you have greater foot traffic for an area, you're going to find that other business ... will come to that area."

Despite the businesses that have closed, Mr. Force is optimistic the Augusta neighborhood will rebound.

"More and more people are going to flock here. Other people will see an opportunity to open a business here," he said. "It's a great location."