Mayor Daniel Brown took part in the launch of the Buy Downtown Knoxville Gift Card program Wednesday morning in Market Square.

The cards, which come in denominations ranging from $20 to $500, can be purchased and used by shoppers at any of the participating stores in downtown, including those in the Old City and Market Square.

The program was developed by the Central Business Improvement District (CBID) to help support downtown merchants.

So far 30 downtown businesses have signed up to participate in the Downtown Knoxville Gift Card program and CBID hopes to expand on that start.

"We're always going to be excited about a program like this that helps support downtown businesses," Brown said.

He noted that downtown Knoxville has seen a great resurgence in recent years as many new shops, businesses and restaurants have opened their doors in the heart of the city.

"Downtown has become what it once was, a destination for all of Knoxville and for the surrounding area as well," he said.

Other speakers at the kickoff event included Robyn Askew and Rich Ray with the CBID Board and Nancy Langkamer, the owner of Rita's Italian Ice which is located in Market Square.

The City of Knoxville is also participating in the program. Skaters will be able to use the card at Knoxville's Holiday on Ice rink later this year.