Downtown Tempe's reputation as a college district dominated by casual eateries and beer-bargain bars is one that House of Tricks manager Ryan Brown knows well.

He is reminded of it every time stunned pedestrians pass the 20-year-old restaurant on Seventh Street near Forrest Avenue, which features white linen tablecloths, cocoa- and coffee-dusted filet mignon and a $170 bottle of champagne.

"We surprise people all the time. People say they've lived here for 15 years and didn't know we were here," said Brown, who is also the restaurant's wine director.

Brown said patrons consist of professionals, professors who come to conduct interviews or blow off steam after work, out-of-towners who receive recommendations from their hotel and Tempe residents enjoying a nice dinner at a spot close to home.

The side of downtown that appeals to a sophisticated audience with the cash to afford it balances out the club vibe that caters to the university crowd on a budget. Often hidden by the other persona, Mill Avenue's upscale identity is becoming increasingly evident in the restaurants, boutiques and luxury residences that dot the district.

"For those who've caught on to the secret, it's a great opportunity to live it up and be in a place of great diversity and creativity," said Kate Hastings, Downtown Tempe Community vice president of marketing.

"Not one size fits all here."

Mid-rise condominium towers start in the $300,000s and can cost more than $1 million. Perks like state-of-the-art fitness centers, spas and lounges come with the pricey mortgage. The new Centerpoint Condominiums, for example, will include a demonstration kitchen and a gourmet cafe and grocery store. The new Grigio apartment complex offers every comfort from housekeeping and dry cleaning to turndown service and pedicures. Rent ranges from $900 up to $5,000.

The racks at Urban Angels boutique boast the high-price labels and patches flaunted by Hollywood's hippest young A-listers. The silky tops and premium denim from William Rast and True Religion draw mostly 20-somethings to owner Karli Jacobson's shop in the Brickyard on Mill, where the average pair of jeans goes for $220.

"Not everyone carries these brands," she said. "If you see it here, most likely you won't find it somewhere else."