2026 Main Street Work Plan
Viva Downtown Redding leads a coordinated, community-driven effort to strengthen the cultural,
social, and economic vitality of Downtown Redding. As the city’s accredited Main Street
organization, Viva anchors a unified strategy that aligns year-round events, business support,
public-space activation, and organizational leadership into a single revitalization framework for
2026.
Through the Four Points of the Main Street Approach—Organization, Promotion, Economic
Vitality, and Design—Viva delivers programs that increase foot traffic, reinforce district identity,
and expand access to arts, culture, and local enterprise. Initiatives such as First Friday, Small
Business Saturday, Artists Sunday, and The Art Hunger’s gallery shows and classes, along with
partner-produced signature events, activate public spaces and foster consistent community
engagement.
Viva Downtown Volunteer Sheet (Example)
Welcome
Thank you for volunteering with Viva Downtown. Volunteers are essential partners in making
Downtown Redding a welcoming, vibrant, and inclusive place.
About Viva Downtown
We are a volunteer, non-profit group dedicated to enhancing the cultural, social and economic
development of Downtown Redding W support downtown businesses, activate public spaces,
and steward community assets through collaboration and measurable impact.
Respect, Representation and Responsibility
Viva Downtown – Adopted 2022
Viva Downtown is committed to fostering a welcoming, inclusive, and equitable organization that
reflects and serves the full diversity of Downtown Redding and the surrounding community.
Diversity, equity, inclusion, and accessibility are essential to effective, people-centered
downtown revitalization and to the long-term success of the Main Street program.
Viva Downtown recognizes that equitable participation and shared leadership strengthen
organizational decision-making, community trust, and program impact.