Tucumcari’s Mainstreet, once bustling and lively, was gravely impacted by the rerouting of the arterial highway Route 66. As a result, the city has faced population decline since the 1970s. An effort to renovate the Princess Theatre was proposed, in order to build momentum for an eventual full-scale restoration of the derelict theatre and overall attractiveness to the city. The facade of the theatre will now serve as a blank canvas for projection mapping during light festivals and art workshops, acting as an anchor for cultural arts in the city centre. The public art strategy required a thorough preliminary analysis of the city’s past and present; which we facilitated by geo-spatial mapping of mobility, land uses, historical research and economic feasibility studies. The team expanded to include an economic consultancy with expertise in the American Southwest, which provided precise benchmarking for revenue projections of similar scale and context.

To improve the quality of life in the public realm of Tucumcari, this design and public art strategy proposed three activation scenarios aimed at enhancing public engagement with art in the urban environment. The approach located vacant plots and alleys, prime for social interaction in the mainstreet core, thus establishing these areas as potential pop-up markets, mural walks, and community gathering places.

This project was commissioned by the City of Tucumcari and delivered in collaboration with Studio Art and Art Support Services (SASS) as the art and architectural consultant and UpSpring, a NM based economic consultant.