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La Strada dei Pastelli Chalk Art Festival

Two-Day Festival Brings Art, Community & Economic Development Together in Downtown Hillsboro

Post Date:07/23/2024

July 23, 2024 update: Thank you to everyone who attended the 2024 La Strada dei Pastelli Chalk Art Festival!
Click the link to see the Tualatin Valley Creates website for more information about future events.

This article below has been updated since its original publishing in July 2022.

The La Strada dei Pastelli Chalk Art Festival returned to the streets of Downtown Hillsboro on July 20 & 21, 2024.

Once again, the streets closed for two days during the free event, as well as on the Monday that follows for the "Chalk Art Stroll"

2024 La Strada dei Pastelli Chalk Art Festival
Saturday, July 20 & Sunday, July 21
10 am to 6 pm
Downtown Hillsboro in the Cultural Arts District
PLUS: Chalk Art Stroll on Monday, July 22 — streets reopened on Tuesday morning, July 23

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In the event's Hillsboro debut in 2022, approximately 40,000 people enjoyed watching internationally acclaimed chalk artists create jaw-dropping work in real time.

Stay cool while enjoying all the outstanding art, music, and food at La Strada!

Remember to bring your water bottle for the Hillsboro Hometown Tap.
Dress comfortably for the sun and take breaks on the shady Courthouse lawn.
The event will feature a cooling tent and a mister fan on the Plaza.
Don't forget to stop by the Shaved Ice carts or pick up a cool beverage from local businesses.

photo of La Strada crowd

The multi-day event in Hillsboro’s Downtown Cultural Arts District — produced by Tualatin Valley Creates and supported by the City of Hillsboro — leveraged Hillsboro’s infrastructure, business community, and a tight-knit group of local artists, musicians, and craftspeople to put Hillsboro on the national cultural arts map.

“This event will continue to establish Hillsboro as a vibrant, welcoming home for art and creativity in our region,” said Bridie Harrington, Cultural Arts District Manager, pointing to the cultural tourism and small business impact the event will generate for years to come.

“After such a challenging time for gathering together (during the COVID-19 pandemic), we're thrilled to be able to bring La Strada to our City and welcome people to experience outstanding, free, outdoor arts programming for all ages.”

photo of La Strada kids watching chalk artist

While La Strada attracts a national spotlight, the event remains tightly focused on the local benefits. Free, family friendly, and easily accessed by public transportation, La Strada features booths of art vendors, live music performances, and opportunities for all ages to make their own street chalk art, setting it apart from other art events.

“There will be nationally celebrated artists and seven-year-olds with their families — all making art at the same time,” Harrington said before the 2022 event.

A Surge in Art Enthusiasm Brings Financial Benefits

Colours Art, a small, independent art supply and custom framing house located on Hillsboro’s Main Street prepared in advance for a surge in customers.

Owned by artist and Hillsboro native Emerald Lockhart, Colours Art doesn’t have the marketing power of a national chain. But with the event happening right outside her front door, Lockhart was ready to support La Strada.

photo of La Strada: Colours Art

“I stocked up on soft pastels, tempera paint, and other items that professional chalk artists use,” Lockhart said before the event. “I also have lots supplies for families inspired to try doing some chalk art themselves.”

Aside from the financial boost, Lockhart is excited about creating more networking opportunities for her well-established, local art community.

“There’s something special about the Hillsboro arts community. We’re interconnected,” Lockhart said. “We know each other and support each other’s work.”

La Strada dei Pastelli is produced by Tualatin Valley Creates, with essential support and sponsorship from the City of Hillsboro, and sponsors Patricia Reser and the Washington County Visitors Association.

photo of La Strada: people watching chalk artists

Local nonprofit, the Hillsboro Downtown Partnership, also played an important role, sharing their volunteer network, resources, and local connection to bring the event to life.

“The Hillsboro Downtown Partnership already has a robust list of eager volunteers so it makes sense to tap this group to help La Strada run smoothly,” said executive director Elisa Joy Payne, who noted that volunteers jumped at the chance to plan the live music for the two-day event.

Spreading Economic Benefits Equitably

Even though admission is free, La Strada dei Pastelli was expected to bring in about $1.3 million in economic benefit to Hillsboro in 2022. That money came from attendees spending a projected $21 to $25 per person on food, drinks, and more.

Much of this spending is with local businesses, including restaurants and retail shops, benefiting the Hillsboro economy. The rest goes to on-site vendors selling their art and crafts. TV Creates prioritized making those booths accessible to all.

photo of La Strada: people dining

“We kept the booth fee low and we’re allowing groups of artists to share a single booth so participation is as inclusive and equitable as possible,” Roushan explained ahead of the event. “This way, we can showcase a diverse selection of local talent.”

Pop-up chalk art exhibitions held in the other Cultural Arts District hubs — Shute Park, the 10^th Avenue Corridor, and M&M Marketplace — brought excitement and energy to more corners of Hillsboro ahead of the event.

“This event highlights what makes our City, Downtown, and Cultural Arts District special,” Harrington said. “We look forward to welcoming diverse artists, makers, residents, and visitors of all ages to enjoy La Strada and activate our vital, creative Hillsboro together.”