Rivercity Company Northshore
River City Company serves as the driving force behind economic development in Downtown Chattanooga. Dedicated to creating a world-class downtown, they work tirelessly to foster a vibrant and thriving hub that stands as the economic, social, and cultural heart of the city.
Since the late 1990s, River City Company has partnered with the City of Chattanooga to foster a strong sense of place in downtown through the District Banner program. Today, this vibrant street banner initiative enhances the downtown landscape, showcasing banners that celebrate the area’s revitalization and ongoing progress. These banners not only beautify the streets but also serve as a warm welcome to visitors and residents, highlighting the energy and charm of downtown Chattanooga.
In 2024 River City Company made this a community project in that they sought to refresh the banner program by incorporating new artwork created by the community through a new request for qualifications with Public Art Chattanooga! Dazu Creative was selected as the finalist for the Northshore Banners.
Excerpt: Riverfront & Northshore Districts Welcome New Street Banners by Dawn Hjelseth
April 23, 2024
“The Northshore District welcomed new banners in early April 2024. The committee consisted of representatives from the Northshore Merchants Collective, City of Chattanooga, Chattanooga Tourism Company and River City Company who reviewed the proposals and designs. Selected for the district was artist Carolyn Muller. Her Northshore Banner encapsulates the essence and vibrancy of its locale. “My goal was to weave together elements that truly represent the vibrant character and cultural landmarks of the area,” Mueller explains, aiming to “capture the distinctive charm and cultural richness of Northshore, using the language of design to convey this area’s unique identity.” Set against Frazier Avenue’s eclectic boutiques, the banner pays homage to Coolidge Park’s iconic carousel and lively splash pad, central to Mueller’s visual narrative.
The banner features a sun with a human-like visage, symbolizing Northshore’s theatrical vibrancy and infusing the piece with a sense of community and creativity. “It’s a celebration of what makes Northshore so special, inviting viewers to experience the joy and beauty of this remarkable part of town,” she adds.
Prominently, it also highlights “Cardboard Hill”, a favorite spot for grass-sledding. Children depicted sledding breathe life into the design, illustrating the simple pleasures and vibrant outdoor activities that define the Northshore experience. Mueller’s design not only celebrates but invites a deeper appreciation of Northshore’s unique cultural landscape, enriching the community’s visual and cultural narrative. “In this continuous narrative of cityscape evolution, each banner adds a fresh chapter, intertwining the colorful strands of our various community identities. As we commemorate the unveiling of the third installment in this banner refresh, let us continue to embrace the transformative power of art to enrich our cityscape and evoke a deep sense of belonging,” said Carmen Davis, Senior Director of the Office of Arts, Culture and Creative Economy for the City of Chattanooga.”
December 3, 2024