Some events on Main Street Park City help certain businesses while actually hurting others. Almost none increase sales for everyone. It is Bob Kollar’s job to decide which ones to allow.

“I walk on egg shells all the time,” he said in an interview Monday.

But now he’s singing the praises of the Historic Park City Alliance leadership. That board is also patting itself on the back after surveys revealed last week a growing unity among Old Town merchants to work toward common goals.

The problem, Kollar explained, was that merchants used to contact him independently to offer positive or negative feedback about a parade, car show or festival that closed Main Street for several hours. It was difficult for him to anticipate the majority opinion.

He asked the business association to find a way to speak for the district as a unified voice so the interests of the merchants could be weighed collectively against other interests.

“We’re not trying to do events just to keep me busy or keep the city busy, but to drive incremental business,” Kollar said.

The idea is to create the right atmosphere for businesses to succeed, and special events are one tool for doing that, he added.

What the alliance came up with is surveys. After every event a survey is emailed to merchants asking for feedback. If it is negative, they’re asked to suggest what would have made it better.

In this way, Kollar said he’s able to tweak the timing or location of a special event to maximize the benefit to the most businesses. If the majority feels an event is detrimental, he tries to relocate the event off the street.

This kind of improved communication is working wonders, agreed several members of the alliance.

Land owner Mike Sweeney said the alliance’s board has invested real time and talents into unifying the merchants and moving them forward in a direction that makes everyone comfortable.

Chairman Andy Beerman said the secret is agreeing to disagree. Previous boards spent too much time addressing disagreements that can never be resolved. But most Old Town merchants have similar goals, so the board has focused on those. As a result, surveys reveal greater trust and satisfaction with the leadership.

Business owner Ken Whipple said the board’s leadership has been “really working their butts off.”

“It’s surprising to me how much time they’re putting into it some are volunteers,” he said.

Beerman’s wife, Thea Leonard, has even been cooking for the board meetings to encourage attendance. It’s been working, Whipple said.

The surveys don’t require much of a time investment and allow Old Town merchants to voice their opinions while also seeing whether what’s good for them is good for the majority, he said.

“This is focusing on something we can have some change with,” he added.

The improved communication has also resulted in more non-board members attending the board meetings, Beerman said. He likes that the merchants are taking an interest and offering input.

The surveys reveal dramatic increases in the number of merchants who believe the alliance is effective and the city is listening to their concerns, Beerman said.

“We were pleased. In my opinion, it means we’re heading in the right direction,” he added. “Main Street is one of the main economic pillars of Park City, even more so than the individual resorts. Because it is comprised of 250 different businesses, we get overlooked when we speak collectively we have more power.”

Formerly known as the Historic Main Street Business Alliance, the group elected to change its name to be more inclusive with other Old Town merchants. According to a press release, in 2010 the group focused on rebranding itself and promoting Old Town as a great place to shop, eat and attend events.

The goals for 2011 include promoting events to attract more locals, and places for street parties to be held.

Some merchants believe parking regulations and special events discourage locals from shopping or dining in the district. According to surveys, the majority would like to do more to bring back their business.