Showcasing the work of internationally acclaimed artists, Downtown Hillsboro hosted the La Strada dei Pastelli Chalk Art Festival for the first time in July 2022, with streets closed on July 16 & 17 for the event, and again on July 18 for a "Chalk Art Stroll" (See pictures below).
The multi-day event in Hillsboro’s Downtown Cultural Arts District — produced by Tualatin Valley Creates and supported by the City of Hillsboro — leveraged Hillsboro’s infrastructure, business community, and a tight-knit group of local artists, musicians, and craftspeople to put Hillsboro on the national cultural arts map.
“This event will continue to establish Hillsboro as a vibrant, welcoming home for art and creativity in our region,” said Bridie Harrington, Cultural Arts District Manager, pointing to the cultural tourism and small business impact the event will generate for years to come.
“After such a challenging time for gathering together, we're thrilled to be able to bring La Strada to our City and welcome people to experience outstanding, free, outdoor arts programming for all ages.”
While La Strada attracts a national spotlight, the event remains tightly focused on the local benefits. Free, family friendly, and easily accessed by public transportation, La Strada features booths of art vendors, live music performances, and opportunities for all ages to make their own street chalk art, setting it apart from other art events.
“There will be nationally celebrated artists and seven-year-olds with their families — all making art at the same time,” Harrington said before the 2022 event.
A Surge in Art Enthusiasm Brings Financial Benefits
Colours Art, a small, independent art supply and custom framing house located on Hillsboro’s Main Street prepared in advance for a surge in customers.
Owned by artist and Hillsboro native Emerald Lockhart, Colours Art doesn’t have the marketing power of a national chain. But with the event happening right outside her front door, Lockhart was ready to support La Strada.
“I stocked up on soft pastels, tempera paint, and other items that professional chalk artists use,” Lockhart said before the event. “I also have lots supplies for families inspired to try doing some chalk art themselves.”
Aside from the financial boost, Lockhart is excited about creating more networking opportunities for her well-established, local art community.
“There’s something special about the Hillsboro arts community. We’re interconnected,” Lockhart said. “We know each other and support each other’s work.”
La Strada dei Pastelli is produced by Tualatin Valley Creates, with essential support and sponsorship from the City of Hillsboro, and sponsors Patricia Reser and the Washington County Visitors Association.
Local nonprofit, the Hillsboro Downtown Partnership, also played an important role, sharing their volunteer network, resources, and local connection to bring the event to life.
“The Hillsboro Downtown Partnership already has a robust list of eager volunteers so it makes sense to tap this group to help La Strada run smoothly,” said executive director Elisa Joy Payne, who noted that volunteers jumped at the chance to plan the live music for the two-day event.
Spreading Economic Benefits Equitably
Even though admission is free, La Strada dei Pastelli was expected to bring in about $1.3 million in economic benefit to Hillsboro. That money comes from attendees spending a projected $21 to $25 per person on food, drinks, and more.
Much of this spending is with local businesses, including restaurants and retail shops, benefiting the Hillsboro economy. The rest goes to on-site vendors selling their art and crafts. TV Creates prioritized making those booths accessible to all.
“We kept the booth fee low and we’re allowing groups of artists to share a single booth so participation is as inclusive and equitable as possible,” Roushan explained ahead of the event. “This way, we can showcase a diverse selection of local talent.”
Pop-up chalk art exhibitions held in the other Cultural Arts District hubs — Shute Park, the 10th Avenue Corridor, and M&M Marketplace — brought excitement and energy to more corners of Hillsboro ahead of the event.
“This event highlights what makes our City, Downtown, and Cultural Arts District special,” Harrington said. “We look forward to welcoming diverse artists, makers, residents, and visitors of all ages to enjoy La Strada and activate our vital, creative Hillsboro together.”
Original source can be found here.
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