Edinburg Chamber unveils downtown art installation, aims to promote community and local business
By Maria Ruiz
Edinburg Texas, July 16, 2024 — Downtown Edinburg is popping with color after an alleyway art installation debuted in early July.
A few blocks from the Hidalgo County Courthouse, at 312 E. Cano St. in Edinburg, lies a picturesque scene with painted brick murals and intricate decor that provides an interactive photo opportunity for residents and visitors alike.
Triangular and trapezoidal shapes painted into asphalt lead into the alleyway, home to distinct murals, metalwork sculptures, and pink umbrellas hanging overhead on a zig-zag garland.
The art installation, titled Edinburg’s Valley Alley, is the latest project from Leadership Edinburg, an educational leadership program under the Edinburg Chamber of Commerce for the last 35 years.
Edinburg Chamber Executive Director Ronnie Larralde said that this year’s efforts by Leadership Edinburg Class XXXV are part of a “broader effort” to revitalize the downtown area.
“The community’s strong interest in developing the downtown area has been bolstered by multiple investments in the vicinity,” said Larralde in an email interview. “The idea emerged from the class and some knowledge from [them] aimed at improving the overall attractiveness and functionality of urban spaces.”
Members of the latest Leadership Edinburg class cleaned the alleyway of dirt and debris, then took six weeks to mostly paint by free hand before completing the collective piece in May of this year.
Class XXXV, who funded the project, created vibrant, social media-worthy backdrops, such as a kaleidoscopic background with each brick painted a different color, a Catrin on a blue backdrop, an orange-hued mural showcasing ‘Puro 956’ pride, and a Frida Kahlo portrait with a faux floral headpiece.
“The class members are not professional artists,” said Larralde. “While one individual assisted with a small portion of the cactus fencing, the rest of the class studied and utilized technology to guide their artwork.”
The alleyways, nestled in an area surrounded by Sidebar, Society 204, the Hidalgo County Courthouse, and the Museum of South Texas History, are easily within walking distance.
The increase in foot traffic, which the Chamber aims for, is part of three benefits for the downtown area: supporting local businesses, improving citizens’ quality of life, and tourism.
“This community leadership project in Edinburg not only provides local businesses with the opportunity to attract new foot traffic but also holds significant importance beyond economic benefits,” said Larralde. “The increased foot traffic, especially towards the courthouse, creates a more vibrant atmosphere for strolling, thereby enhancing our overall quality of life.”
With these art installations, the Chamber also hopes to draw in locals and visitors by establishing the city as a trending destination to promote local commerce.
“This will boast numerous local restaurants, specialty stores, and new boutiques, encouraging residents to shop locally and attracting new visitors who contribute to the bottom line of local businesses,” Larralde said.
The Edinburg Chamber Executive Director also mentioned that new businesses may set up shop and hinted at the possibility of a food truck park.
“The area was selected with consideration for future investments, including a food truck park, and due to strong support from the local businesses nearby,” he said.
As a whole, this project aims to get the community out and resonate with art done for residents by residents.
“The goal is to create visually appealing spaces that resonate with citizens, sparking their interest and emotional connection to their surroundings,” said Larralde.
For citizens interested in the Leadership Edinburg program, the Edinburg Chamber will start accepting applications for Leadership Edinburg (LE) Class XXXVI at the end of July 2024. For more information, visit https://edinburg.com/leadership-edinburg/.