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, social media, and partnerships with the mayor's office, Shasta County Arts Council, Viva Downtown, and others, 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, educational organizations, and major development projects.

Invest in beauty, and transformation follows.

Context

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. Shasta County unemployment peaked at 18.5% during the recession. Median household income sat roughly 30% below the California median. There was no formal mural program, no public art pipeline.

The Carr Fire

On July 23, 2018, the Carr Fire entered Redding's city limits. It killed 8 people, destroyed 1,604 structures, burned 229,651 acres, and forced the evacuation of nearly half the city. Total damage reached $1.659 billion. Eleven days after ignition, while evacuations were still active, I drafted the first artist proposal for a commemorative mural. The fire created shared urgency across organizations — the Chamber, Viva Downtown, the McConnell Foundation, the mayor's office — and public art moved to the center of how Redding chose to understand its recovery.

The Initiative

Redding Arts ran two tracks simultaneously: flagship international commissions to generate visible momentum, alongside a live event series centering local artists at comparable scale. The murals functioned as a natural anchor — artists who had been isolated came back into the city, and the works created gathering points where community had previously found none.

The Murals

Untitled  (2018) · Cami Zea & Dawna Verhey · The Makery · 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 — referencing the collective power of flocking. 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 community 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
KRCR: Theory Coffee & Shasta County Arts Council Mural
Record Searchlight: Public Art Quest Sparks Questions, Controversy, Support
KRCR: Forward Redding Mural
Shasta Scout: Wayken Pana El Pom

For ongoing developments, see Visit Redding.