Pacific Grove Chalk the Block

Chalk the Block

All-ages sidewalk art competition decorating downtown Pacific Grove, California

Branding | Content Creation | Event Coordination | Digital Marketing

“It was such a fun event to have been a part of. I hope it grows to more spaces on Lighthouse [Avenue] in the years to come!”

— Tracy Travaille, event participant

"Downtown Pacific Grove 2" by www78 is licensed under CC BY-NC 2.0.

The Challenge

The small coastal town of Pacific Grove, California is home to just 15,000 residents and more than 300 licensed small businesses. Chalk the Block was envisioned in 2023 as a 1-day sidewalk drawing competition to bring locals and tourists alike into the downtown area for shopping, dining, and play opportunities. After participating in the inaugural event as an artist, Christina fell in love with the concept and returned the following year in a leadership role, determined to bring the event to new heights.

The Approach

Partnering with the Downtown Business Improvement District, Arts District Pacific Grove and the local Chamber of Commerce, Christina embarked on creating a professional-looking brand with an inclusive design in both English and Spanish. She created an elevated logo and numerous digital assets with which she coordinated promotions across regional newspapers, social media, and local community calendars. As an event producer, she created a participant kit with artist guidelines, managed pre-registration, and maintained approachable and friendly visitor engagement.

The Results

The 2nd Annual Chalk The Block met with rave reviews and featured nearly 100 artists of all ages across 25 teams. The respondent rate shot up from 275 the prior year to over 410 on Facebook alone (a 50% increase), and the event was chosen as a “Hot Pick” in Arts & Culture from Monterey County Now. Outreach to local businesses resulted in nearly $700 in prizes for category winners. Christina further increased visibility with the city of Pacific Grove by recruiting council members and local business owners to participate as judges.