But it is not only the downtown that will benefit. Think about conventions you may have attended. As hotels near the site fill up, people move to hotels in other parts of town. They also tend to want to explore and see other parts of the community. Particularly the kind of people who will populate the groups coming to Monona Terrace. They are the people Madison should be happy to have visit. "One of the things Monona Terrace will do for us," Archer says, "is open up some very desirable markets. The facility is very appealing to highbrow, academic, professional groups -- the kind of groups most communities want to attract. There's no negative impact, they're interesting people -- they enrich the community." They enrich it, local businesses will happily find, in more ways than one.