Beautify manages Santa Monica's street art project on traffic barricades
Author: Evan Meyer Published: December 14, 2020 Updated: January 8, 2021 Read Time: 3 minutes
Temporary outdoor retail zones remade into art galleries rather than road construction.
The organization's online platform has facilitated beautification efforts across more than 100 cities. Those interested in similar initiatives can reach out via their local organizations contact page.
When Santa Monica established temporary outdoor commercial zones in March 2020 to support restaurants, shops, and salons during pandemic restrictions, the city deployed K-Rails to prevent vehicle traffic. While functional, these concrete barriers presented an aesthetic challenge for the newly created dining and shopping areas.
Beautify's platform streamlined artist recruitment, proposal review, scheduling, and payment administration—eliminating the coordination burden of managing individual artists through scattered communications.
According to Marc Morgenstern, President of the Ocean Park Association: "Bare white K-Rails convey either a construction zone or abandonment. Our goal centered on transforming them into a horizontal art exhibition introducing vibrancy and artistic expression to Main Street."
Shannon Daut, Santa Monica's Cultural Affairs Manager, explained: "Economic recovery represents a key initiative. The Main Street mural effort creates striking artworks on otherwise unwelcoming concrete surfaces, enriching the experience for patrons and encouraging foot traffic throughout the business district."
The initiative represented genuine cooperation among multiple stakeholders: artists, the Main Street Business Improvement Association, the Ocean Park Association, Beautify Earth, and city departments overseeing mobility and cultural programming.
Morgenstern emphasized execution complexity: "Achieving quality artwork on active streets demands meticulous attention and understanding of artist requirements. Beautify's infrastructure and expertise managed these particulars effectively."
Hunter Hall, Executive Director of the Main Street Business Improvement Association, noted substantial results: "This inviting outdoor environment proved transformative for numerous establishments. Community collaboration deepened relationships among stakeholders."
The project generated professional opportunities beyond the immediate assignment, with some artists receiving additional commissions from individuals encountered during the painting process.
Featured Artists
- Gus Harper — beautifyearth.com/artists/gusharper
- Ginoflo — beautifyearth.com/artists/ginoflo
- Maybe Sandy — beautifyearth.com/artists/maybesandy
- Nicole Sherman — beautifyearth.com/artists/sherm
- Sara Sandoval — beautifyearth.com/artists/sarasandoval
- Thread — beautifyearth.com/artists/thread
- Ms. Yellow — beautifyearth.com/artists/msyellow
- GIGO — beautifyearth.com/artists/gigo
