KELLY COLEMAN 

Downtown Vero Beach business owners are excited. An all new beautification project is about to be deployed.  Early in 2014, residents and visitors can expect to see 37 six foot vinyl banners with Vero Beach artists’ work sponsored by historic district businesses, restaurants and galleries adorning street light posts in the downtown area.  These banners are the second wave of signs pointing locals and visitors to our downtown arts district and will serve as attractive ongoing publicity for the First Friday Gallery Stroll.

In September 2013, brown and white Vero Beach ‘Historic Downtown Arts District’ signs that denote the area of downtown’s art district were collaboratively approved and hung by the City of Vero Beach, Main Street Vero Beach and the Cultural Council.  These signs were the product of a two-year long controversy over the need for signage and what it would look like.  After an appeal to local artists to design a sign and the inability for the art galleries to agree on what was needed, City Council approved and hung standard signs designating the arts district route.  The arts district however, not being an organization or a committee but a growing group of art gallery owners, still wanted to do something eye-catching, something that would effectively continue the business community’s efforts to draw people downtown.

The new brown cultural designation signs are a great start, but they don’t exactly pop out at residents and tourists.  Colorful signage with the purpose of attracting tourists and seasonal visitors to the downtown area… sizeable, exclusive signage with vibrant color would work well.  Enter the idea child, Lila Blakeslee.

Lila, one of the nine Gallery 14 partners says, “I learned that instead of just complaining, come up with a solution.”  Lila knew that in doing so, she would need to have it all figured out.  She leaned on her experience traveling abroad and what she had seen elsewhere to get her idea started.  Lila reflects, “We had all these light poles with the banner hardware already in place, but no banners.  I knew that if we could get businesses to sponsor the banners… it might work!”

Lila and her project partner, ABC Printing, embarked on a mission to come up with a prototype for banners that could be sponsored by local businesses.  “Each business would be allowed to have a total of two banners.  The two-sided vinyl banner is 30” x 72” with the logo for the arts district at the top, the unique artwork in the center and the sponsoring business name at the bottom.  Each participating business or restaurant was given a choice of original art images provided by the local artists in downtown galleries. Once the banner was paid for, each gallery, restaurant or business could select their ‘permitted’ light pole.

Downtown businesses that are open late on Friday evenings in support of the First Friday Gallery Stroll overwhelmingly responded.  Lila encouraged each business to “choose art that speaks to you”.  Lila says, “It was wonderful what they chose – we have sculpture, photography, pottery, oil paintings, whimsical art, serious art…it’s going to be a fabulous because each banner is so different.” Since each gallery could only have two banners and most of the galleries have multiple artists, this was a way to utilize more of our local talent.

Lila elaborates, “We’ve been trying to slow down traffic and make this a walking area.  The banners should have a natural effect on that. This is like the art of discovery. People are going to see some fantastic art sponsored by a local business, restaurant, gallery or even a bar in the area.  It’s going to draw attention and people are going to be looking for that business sponsor – there is no phone number or address on the sign for the business sponsor – just their business name!”  Having unique colorful artwork on each sign is a strategic part of drawing admirers into our rejuvenated downtown area.  This exciting idea sold itself.  Many businesses wanted to buy additional banners beyond the two allotted.  But Lila limited each sponsor to two banners with the ongoing intention of inviting more businesses into the project in the future.

This project is a great example of what happens when area businesses work together.  If we did not have the volunteers, the business owners’ shared vision, Main Street Vero Beach, the Cultural Council, and support from City officials, this project would not have been possible.  Lila not only gave the project life, she also did all the leg work with the help of Vicky Gould, Robin Pelensky and ABC Printing – who did much of the original research for the project.

“It didn’t matter what the art was depicting.  We wanted every piece to be different and simply put – beautiful art.  There is not a single banner that is anything less than really fabulous art” promises Lila.