In 2008, the City of Los Angeles launched a $40-million campaign to revitalize the Broadway district, known as the "Bringing Back Broadway" campaign. Some Latino merchants in the district expressed concern that the campaign was an effort to spread the largely Anglo gentrification taking hold in other parts of downtown to an area that has become the city's leading Latino shopping district. A worker at one of the district's bridal shops noted, "On one side, I like the idea. The only thing is that I don't think they want our types of businesses."