The annual challenge by TheRide's getDowntown Program encourages commuters to get to work without driving during the cold winter months.

ANN ARBOR – Downtown area associations have joined an annual campaign to encourage visitors to continue shopping and dining in the city throughout the month of January. Typically a slow time of year for business, the pandemic has only exacerbated the lack of customers at local establishments. The Main Street Area Association, State Street District, Kerrytown District Association, and South University Area Association have partnered with the getDowntown Program for “Conquer the Cold - Pandemic Edition.”The annual challenge by getDowntown -- in partnership with the Ann Arbor Area Transportation Authority (TheRide), the Ann Arbor Downtown Development Authority and the City of Ann Arbor -- is designed to encourage and educate commuters to use alternative modes of transportation during the cold winter months. Many restaurants will be participating in the Comfort Food Challenge, and users can get prizes for dining outdoors, ordering curbside and shopping downtown. “The Downtown Districts are excited to be partnering with GetDowntown for Conquer the Cold this year,” Sandra Andrade, executive director of the Main Street Area Association said in a statement.