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New Downtown Mural Designing and installing an official city sign urging beachgoers to venture downtown for shopping or dining is the kind of project that could get tied up for years in public process and debate. Just in time for the beginning of the main tourism season, the Downtown Association found a way to leap over any red tape. The organization commissioned artists to design a mural on private property that features unmistakably downtown imagery and a big red arrow directing tourists coming from the Beach Boardwalk and Municipal Wharf to Pacific Avenue. Completed on Monday, the mural -- about 31 feet by 9 feet -- graces a side wall of Beach Liquors across from the entrance to the wharf. A young, blond surfer wearing an orange "I Love Downtown Santa Cruz" button points to well-known downtown sites, including the Town Clock, Farmers Market and Tom Scribner sculpture. "There are people who come to the Boardwalk who may not know there is a downtown," said Chip, executive director of the Downtown Association who goes by only one name. "It's a great branding opportunity for downtown, too. It's public art for downtown that isn't downtown." The idea was conceived by Downtown Association board member Ian McRae, partial owner of Hula's Island Grill and Tiki Room downtown. He approached friend Pete Pappas about having a mural painted on the wall of the property Pappas owns at 111 Beach St. The association then hired Soquel artist Mott Jordan, who designed the cover of the organization's downtown directory, and Jim Urban, who paints the well-known barn signs at UC Santa Cruz. Both men took a reduced fee for the public service project. Jordan said he was excited by the opportunity to create a concept that would draw tourists downtown, noting that the less-than-a mile drive downtown from the beach isn't the most picturesque or clear-cut. "That particular approach to downtown is not particularly appealing," he said. "Front Street will take you to River Street and out of town. A lot of tourists probably miss it." Urban, who painted the mural during a period of 30 hours over six days, said, "Times are tough and downtown needs as much help as possible. We're all just trying to make it a beautiful place." McRae said mural planners discussed the impact it could have on beach and wharf businesses, but determined that the mural would only serve to better inform tourists of a range of dining, recreational and shopping options in town. "What we think and believe is that the broader experience a family has come to Santa Cruz -- the bigger and better experience -- the more likely they are to come back," McRae said. Rob McPherson, manager of the landmark seafood grotto Staganaro Bros., said he doesn't anticipate the sign will negatively affect the wharf's livelihood, largely because he doesn't think it will actually encourage tourists to visit downtown instead of waterfront businesses. "I don't think anybody is going to look at it that way," McPherson said, adding that he didn't even notice the downtown connection at first glance. "The city gets revenue from both places, so whatever they can do to draw people to Santa Cruz in general helps in both ways." |
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