Section of Burnet becomes Lo-Burn

AUSTIN (KXAN) - Burnet Road runs through the heart of Central Austin from 40th street all the way up to Mopac

But now one section of this expansive street is trying to make a name for itself.

The Upper Crust Bakery is one business you can find in the new Lo-Burn IBIZ District .

"It's a European style bakery - croissants, danish, cakes and cookies," said Stephanie Schuster, Owner of Upper Crust Bakery.

Schuster has run the business on Burnet Road for the last 27 years.

But now instead of being known as a bakery on Burnet - her section of road will be referred to as Lo-Burn - standing for Lower Burnet.

"It rolls off the tongue nicely," said Schuster.

The idea for this new branding comes from the Austin Independent Business Alliance .

"The overall goal is to get people to move their money to locally owned businesses," said Rebekka Kwast, Austin Independent Business Alliance IBIZ director.

The Lo-Burn IBIZ district runs from 45th to North Loop - exactly one mile with over 60 locally owned businesses.

"There are 17 restaurants with amazing ethnic food," said Kwast. "There's a ton of thrift and vintage stores a ton of boutiques."

As well as beauty and health businesses.

David Lauterstein moved his massage school to Burnet Road in 1997. He hopes the new Lo-Burn branding will distinguish this business section from the big box stores further north.

"It does identify us as a little bit more as a neighborhood which it already was but it gives it a new modern name," said David Lauterstein, Co-Owner Lauterstein-Conway Massage School .

And ultimately more foot traffic in all the shops.

You can follow the Lo-Burn IBIZ district on Facebook and Twitter to find out about specials as well as festivals.

The Austin Independent Business Alliance has seven other business districts around the city.