Reviving Redding: How Viva Downtown is Breathing Life into the Heart of the City
Downtown Redding is in the midst of a transformation—and if you’ve been following the buzz around local revitalization, you’ve definitely heard of Viva Downtown.
In this week’s Rooted in Redding, I sat down with Blake Fischer, a lifelong Redding resident and key figure behind the nonprofit Viva Downtown, to explore how this grassroots organization has been shaping the city's core for nearly three decades. From humble beginnings to big, bold visions, Blake walked us through the heart, hustle, and hope behind Redding’s Main Street revival.
🌆 From Parking Lots to Public Spaces: The Downtown Comeback
Not long ago, downtown Redding was defined by empty parking lots, shuttered buildings, and a once-controversial mall structure that stifled the area’s charm. But thanks to 30 years of consistent community work—starting with events like MarketFest and culminating in key restoration efforts like the reopening of the historic Cascade Theatre—Viva Downtown has helped lead the charge in turning things around.
Blake described how Viva isn’t just about putting on events. It’s about creating infrastructure that supports sustainable downtown life—walkable streets, vibrant art spaces, business support networks, and economic opportunity.
“People don’t travel to see parking lots,” Blake said. “They come for history, arts, and culture.”
🛍️ Events with Purpose: More Than a Festival
Sure, Viva Downtown is known for bringing the fun—Hops & Shops, First Fridays, and the Redding Beer and Wine Festival to name a few—but these aren’t just crowd-pleasers. They’re part of a broader strategy to draw people downtown and show them what’s possible.
These events create moments of connection between residents and local businesses. Take First Fridays, which grew out of a business owner’s idea and turned into a monthly staple, encouraging people to stroll, shop, and support local every first Friday of the month.
🏛 The Main Street Approach
Viva Downtown operates under the nationally recognized “Main Street America” model, which centers around four key pillars:
Economic Vitality – Attracting and supporting businesses.
Design – Enhancing the physical downtown environment.
Organization – Building leadership and strong partnerships.
Promotion – Marketing downtown as a vibrant destination.
Blake emphasized that Viva is not a Chamber of Commerce or membership group—it's a free, accessible community resource for anyone invested in downtown.
🎨 Arts, Culture, and Community
At the heart of Viva’s vision is the idea that art can be an economic driver. Their headquarters at the historic IOOF Hall has become a hub for community art shows, music events, and film screenings—all curated to bring creativity into daily life downtown. Artists like Carlo Henry are helping paint the future—literally.
This focus on cultural spaces complements the physical and economic investments being made, like the upcoming Public Market, which promises to become another anchor destination downtown.
💬 Beyond the Comments: See It for Yourself
One of the most powerful themes Blake shared was the need to experience downtown firsthand. “Don't just go off Facebook comments,” he said. “Walk downtown. Talk to the shop owners. Visit the galleries. There’s a lot to be proud of.”
There’s truth in that. Today, Redding’s downtown is no longer a forgotten corridor. It’s a place filled with stories, shops, performances, and public art—and it’s just getting started.
🌉 Looking Ahead: Redding’s Next Chapter
Blake’s five-year vision is rooted in one word: sustainability. Viva Downtown’s mission isn’t just about big projects—it’s about making sure those projects have the support to thrive long after the ribbon-cutting ceremonies.
That includes continuing to work with key community partners like the McConnell Foundation, Cascade Theatre, the Shasta County Arts Council, and countless local business owners and volunteers who are all contributing their piece to the puzzle.
“Let’s not try to be Bend or Chico,” Blake said. “Let’s be the best version of Redding.”
💡 Want to Get Involved?
Whether you’re a longtime resident or new to the area, there are plenty of ways to plug in:
Volunteer at events like Hops & Shops or the Christmas Tree Lighting.
Visit the IOOF Hall and check out its latest gallery exhibitions.
Connect with Viva on Instagram, Facebook, or at vivadowntownredding.org.
As downtown continues to grow and evolve, one thing is clear: this isn’t just redevelopment—it’s a revival rooted in pride, passion, and people.
