Alivia’s, a bistro style restaurant, has a prominent courtyard dining area right in the center of the Brightleaf district, a refurbished historical area in downtown Durham with restaurants and eclectic retail boutiques housed in historic buildings built in the 1930′s. We found that while people enjoyed Alivia’s specialty coffee, exotic cocktails, imported beer and diverse bistro style menu, they also enjoyed something else. People went there to be seen. We took advantage of this observation by positioning Alivia’s as a place to “feed your ego.”