Changing the Landscape
Viva Downtown and John Truitt Lead Redding Revival…
Downtown Redding hasn’t always looked as it does today, with new buildings, restored-to-former-glory ones, and an endless stream of exciting cultural and community-based events. The growth, the public art, the reopening of streets that had been closed for half a century, the new apartments, businesses and greenspaces, and the bustling, effervescent energy that makes Downtown feel like it’s hitting its stride hasn’t come overnight. It’s been hard-earned and has come as the result of many hands, hearts, perspectives – and a collective vision for the future.
Viva Downtown, a nonprofit organization dedicated to bringing and sustaining cultural and economic vitality and special events to the area, has been one of the organizations at the forefront of Downtown Redding’s forward movement. Viva Downtown Director John Truitt, a self-proclaimed forever Northern Californian, sees himself as “just one member” of a team committed to bringing out the best in the community.
“I am usually not interested in people’s titles. I am always interested in what people actually do, the talents they possess, the knowledge they’ve earned,” says Truitt.
Viva Downtown has been working to make the area a creatively inspired hub for community events for 28 years. In 1997, Viva Downtown was established by a group of people who wanted something interesting to do on a Thursday night. The group shared an interest in live music, food, and drinks – and gathering with friends.
The group started MarketFest, a live, free summer concert series that has since become a Main Street America organization and a California Main Street member dedicated to enhancing the social, cultural and economic development of Downtown Redding.
“Each individual in the group had to learn many things about the community to keep running a community event. As knowledge grew, the desire to make positive changes in the Downtown Redding district grew,” says Truitt.
Today, Truitt and the Viva Downtown Team continue to work with local organizations like the Redding Cultural District, Cascade Theatre, Shasta Arts Council, Visit Redding, the City of Redding and more to ensure Downtown Redding continues to grow in opportunity, culture and community.
From its offices in the historic I.O.O.F. Hall, originally built in 1888, Viva Downtown works with its community partners to bring events like First Fridays, the Redding Beer and Wine Festival, the annual Juneteenth Celebration, the annual Hispanic Heritage Celebration, the Fourth Friday Concert Series at the I.O.O.F. Hall and so much more to the Downtown core. The Art Hunger, another of Viva’s partners, is housed in the lower level of the I.O.O.F. Hall as a rotating gallery, drawing community members and creatives alike to experience a diverse range of artistic experiences that extend beyond the gallery walls to the streets and alleyways of Downtown Redding. The side of the I.O.O.F. Hall is a work of art in its own right. Eight Arches for Eight Artists, eight large frames built into the side of the building, are adorned with local art curated by Art Hunger and Viva Downtown.
To keep the community connected to the people who enhance Downtown Redding, Viva Downtown launched a podcast series called Downtown Discussion in 2021. Blake Fisher, program coordinator at Viva Downtown and host of the Downtown Discussion, speaks directly with business owners, partners and community members working to make a positive impact in Downtown Redding. Listeners get an intimate look at exciting changes coming to the area from the people with boots on the ground.
The best way to build community, Truitt says, is to recognize and grow community assets. Community assets can be tangible or intangible. Physical structures, natural resources, human resources, organizations, parks, community centers, local businesses and more benefit a community and improve quality of life for the people within it.
“I believe the most important assets are human assets and organized groups with skills and knowledge. The abilities and expertise of individuals within the community, like business owners, nonprofit managers, volunteers, local leaders and residents with cool skills are invaluable,” Truitt says. “And extended from those skills are social networks and relationships – the connections and collaborations between individuals and organizations within the community.”
Infrastructure like roads, bridges, water and sewer systems, public transportation and utilities are critical elements in any community, but the humans that help power and sustain them are just as indispensable.
Perhaps that’s why Truitt sees teaching and mentoring others as the element of his work he’s most proud of.
“Teaching and mentoring others is not a one-way street. When you help an individual or group, you get access to a new perspective and a whole set of talents you probably don’t have. Confident and informed people ask for advice, so you also get to contribute to the development of future leaders. Helping people nurtures talent and creates a positive culture of giving back and connecting within
the community.”
Truitt’s commitment to being a part of the positive changes has garnered recognition from local organizations. To date, Truitt has been awarded Leadership Redding’s Alumni of the Year, the Redding Chamber of Commerce Virgil Covington Industry Award and Redding Citizen of the Year. Even amid these accolades, Truitt remains humble and focused on the talent around him.
His favorite place to be when he’s not working is “anywhere I can watch a talented person or group perform something I cannot do.”
With so much to do to continue seeing forward movement in Downtown Redding, Truitt admits his greatest challenge: “There is never enough time.”
“Time teaches us that it’s impossible to be certain of anything. I know that things always change – and never exactly according to plan,” says Truitt.
What remains the same, often, are the things that people enjoy. Continuing to bring them to fruition in Downtown Redding will take a concerted effort from “people who think of others,” says Truitt.
Those who think not just for themselves or for today, but for generations they’ll never meet, are the key to securing and sustaining the future of Downtown Redding.
“There are a few things I know about the future in Downtown Redding,” says Truitt. “There will be someone complaining about something. There will be smart and dedicated people making great things happen, and the Asphalt Cowboys Pancake Breakfast will be immensely popular.”•
Viva Downtown Redding
1725 Market St., Redding
Vivadowntownredding.org
(530) 243-7773
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