Our beginnings...
The Downtown Merchant’s Association was founded by Norman Fox of N. Fox Jewelers in the early 1960's. This was in response to a proposal that Rt. 50 arterial be routed around downtown Saratoga Springs. The downtown merchants united to fight this proposal and, as you can see today, were successful. With the fight over, the Downtown Merchants Association began to wane.
In 1977, when the DBA began to come alive again, membership was about 25 businesses; dues were $35 each to cover the cost of the newsletter. In 1985, a young and enthusiastic shop owner, Terri-Lynn Pellegri, whose store was called Bedazzel, asked Joe Dalton, President of the Chamber of Commerce, to help her breathe new life into the organization which was faltering again. Too few shop owners were doing too much of the work, as is the case in so many all-volunteer organizations. People were burning out.
There was a brainstorming session hosted by Joe that fall at the Chamber. Any and all interested businesses were invited to come and prioritize promotional events and rank their most important seasons. It was also decided, upon Joe’s advice, to enlist the help of Susan Farnsworth in January of 1986. Susan had an advertising background, was a media consultant and was formerly the Promotion Director at the Saratogian, and she has acted as an independent contractor to facilitate most everything for the DBA to this day.
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In 2026, the Saratoga Springs Downtown Business Alliance proudly entered a new chapter, officially filing as a 501(c)(3) nonprofit. This transition allows us to deepen our impact—focusing even more on community, connection, and supporting the businesses that make downtown thrive. Our members receive monthly newsletters filled with updates, event highlights, networking opportunities to meet each other, and opportunities to enhance their marketing through the Alliance' robust yearly events, attended by the tens of thousands.
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Our signature events continue to grow alongside our mission. Fall Fest celebrates 25 years, while the beloved Victorian Streetwalk marks an incredible 40-year tradition. In addition, events like Belmont on Broadway, Celebrate Saratoga (July 4th), and Saratoga New Year’s Eve further our ability to give back and create free, family oriented experiences for all ages.
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With a renewed community-first focus, our mission remains clear: to support our local business owners, serve our community, and be a trusted resource in keeping downtown Saratoga as vibrant as ever.
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