Redding Arts (2017–2022) was a public initiative to revitalize a struggling downtown through public art.
After a devastating wildfire in an economically-deprived city center, we had a simple vision: bring in world-class artists, beautify the city, and watch it bloom.
Through crowdfunding, private donations, and partnerships with the mayor's office, Shasta County Arts Council, Forward Redding Foundation, Viva Downtown, Advance Redding, and Visit Redding, we turned public sentiment into an optimistic force for revitalizing downtown commerce and culture. Today, Redding's city center is alive with stunning artworks, new businesses, arts organizations, and major development projects.
Background
Redding's downtown had been in structural decline for decades — the result of a 1960s planning decision to build an enclosed mall that severed the historic street grid. By the 2010s, downtown was defined by vacant storefronts, low foot traffic, and a community narrative of irreversible decay. The city needed a force that could turn things around, economically and culturally, and we believed public art would give us the biggest return on a minimal investment.
The Carr Fire
In July 2018, the Carr Fire entered Redding's city limits. In the days that followed, the city lost lives, homes, and hundreds of thousands of acres to the flames. In the wake of such profound loss, Redding needed more than rebuilding — it needed something that could hold collective grief and point toward a shared future.
We partnered with the Chamber of Commerce, Viva Downtown, the McConnell Foundation, and the mayor's office to advocate for public art as a healing and revitalizing force — making the case that beauty had a role to play in how the city recovered.
The Initiative
Redding Arts ran two tracks simultaneously: flagship international commissions to generate visible momentum, alongside a live event series centering local and regional artists at comparable scale. The goal was not to replace local creativity, but to create enough momentum that the city's arts culture could sustain itself.
The murals functioned as a natural anchor. Artists who had been isolated or disengaged came back into the city. The works created gathering points where community had previously found none.
early mural proposals: Carr Fire memorial (left, middle) and Pine Street Lofts (right)
Projects
Untitled (2018)
Cami Zea & Dawna Verhey — The Makery, Redding — 825 sq ft
The first permanent installation. Redding Arts handled on-site production coordination.
Starling (2020)
Steve Martinez — Theory Coffee, 1250 California St — 2,000 sq ft
Depicts a Hildebrandt's Starling, native to Ethiopia, where Theory's coffee is sourced. Funded in part through a Shasta County Arts Council grant.
Wayken Pana El Pom (2022)
Carl Avery — Cascade Theater — 1,500 sq ft
"Everyone Is Welcome in Redding" in the Wintu language. Redding Arts provided early consultation to the Wintu tribal committees.
Forward Redding (2023)
Telmo Miel (Amsterdam) — Placer Heights / Taroko Building — 2,800 sq ft
The flagship commission — five years from initial concept to completion. A three-story hyper-realistic mural depicting children looking upward, a direct visual response to the Carr Fire and the community's recovery. Funded entirely through private donations.
Art in the Park (2020)
A live mural event series at The Park Redding, co-led by David McCarnes. Four events. 12+ works by local and traveling artists. 250+ attendees per event. An incubator for artists who went on to secure larger commissions through Viva Downtown and other channels.
Outcomes
When the first mural campaign launched, public art in Redding was a contested idea. By 2025, downtown had 70+ installations, a 1.75-mile Downtown Mural Walk, and an active public art program through the Forward Redding Foundation. The Shasta County Arts Council's Cultural District designation generated a $242,000 McConnell Foundation grant and $50,000 in community mini-grants. Over $500 million has been invested in downtown Redding since. Redding was named to Livability.com's Top 100 Best Places to Live in 2024, with its growing arts scene cited as a contributing factor.
Press & Footage
Video: The Makery Mural
Record Searchlight: The Buzz: Downtown Gets Colorful Mural
KCRTV: Theory Coffee & Shasta County Arts Council Mural
Record Searchlight: Redding and art: what comes to mind? Latest public art quest sparks questions, controversy
KCRTV: Forward Redding Mural
Shasta Scout: Wayken Pana El Pom
For ongoing public art projects, see Visit Redding