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The Arts Are Driving Redding, CA’s Economy Forward

Updated: October 18, 2024
The following summarizes a third-party article written about Shasta County, California. Full article linked below.

Redding, CA, a vibrant community in Shasta County, is making waves with its thriving arts scene. Anchored by the Redding Cultural District, the area boasts over 70 public art sites, 50 eateries and bars, and iconic venues like the Cascade Theatre, Redding Civic Auditorium, and Riverfront Playhouse. Beyond traditional spaces, art permeates community staples such as Turtle Bay Exploration Park and events like the Redding Rodeo art shows and Kool April Nites, which celebrates classic car artistry. These artistic offerings not only enrich the community but also fuel significant economic growth.

Enhancing the Community Through Art

Organizations like Viva Downtown Redding play a pivotal role in leveraging arts and entertainment to revitalize the city. As John Truitt, the group’s executive director, explains, the arts are a unifying force that foster social connection and dialogue among community members. The downtown area has seen “astonishing” transformations, including the addition of galleries, murals, wider sidewalks for pop-up booths, and small parks with performance stages. These initiatives have helped cultivate an emerging music and theater scene while ensuring local artists are celebrated and fairly compensated for their work.

“The arts are a good way to get people together – to start talking with one another, to meet with each other, to understand and learn one another’s values.”

– John Truitt

Economic Impact and Artist Compensation

Ensuring artists are paid is a cornerstone of Redding’s cultural strategy, recognizing the economic value of their contributions. Local artist Karlo Henry exemplifies this ethos through his project, THE ART HUNGER, which creates income-generating opportunities for artists. Henry emphasizes that investing in artists strengthens the local economy: “Our work is work. That money stays in our community creating a stronger community.”

“We strongly believe that arts and culture drive people to our community in a variety of ways.”

– Nancy Hill

Nancy Hill, executive director of the Shasta County Arts Council and Axiom Repertory Theatre, echoes this sentiment. Recent grants, such as the Upstate Creative Corps grant secured by Viva Downtown Redding, have employed over 30 artists in projects ranging from murals to concerts. Additional funding has supported local theaters and cultural groups, employing contractors to build sets, design costumes, and manage lighting and sound, ensuring the arts remain an economic driver.

Collaborative Efforts

Redding’s success is bolstered by partnerships between government agencies, nonprofits, and organizations like the Redding Cultural District. These collaborations extend the reach and impact of the arts, attracting both locals and tourists. Activities such as plays, street fairs, and gallery openings provide myriad opportunities for participation while contributing directly to the economy through ticket sales, purchases from local artists, and donations to arts organizations. Programs like arts camps and workshops further enhance community engagement, fostering long-term growth.

Redding’s thriving arts scene demonstrates the transformative power of creativity. As Hill notes, “Attendance to theater and concerts, participation in street fairs and festivals, and artwork purchased from local galleries boost the local economy.”

Read the article to get the full story: https://livability.com/ca/redding/education-careers-opportunity/the-arts-are-driving-redding-cas-economy-forward/

Photo courtesy of Visit Redding

About Shasta Economic Development Corporation
Shasta Economic Development Corporation is a 501(c)(3) public benefit corporation focused on growing, diversifying and maintaining a balanced economy, leading to more economic stability and sustainability for Shasta County.

Media Contacts:
Erik Janiszewski / Erik@ShastaEDC.org
Rebecca Baer / Rebecca@ShastaEDC.org

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