ELK GROVE, CA (MPG) - Elk Grove’s inaugural Mural Festival took a big step toward reality with the approval of an event production partner to collaborate with city staff to create and manage the event.

City Council members gave unanimous consent to staff at their Sept. 10 meeting to negotiate a contract with San Francisco-area based art festival contractor Talking Walls to work with the city in producing the event, which is slated to run June 1 to 6, 2026.

As part of its approximately $85,000 fee, Talking Walls will be responsible for selecting artists from a local, national and international pool, artist hospitality and compensation, wall selection and building owner permissions, wall preparation, coordination of mural themes and two special events along with all art supplies and artists’ needs.

Elk Grove economic development analyst Sara Rodrigues said the city, in partnership with Talking Walls, will handle event marketing and communications, advertising, sponsorships and other event needs at an estimated cost of $40,000, bringing the total for the event to $125,000.

“We don’t anticipate needing this full amount,” Rodrigues said, adding sponsorships could help reduce those costs.

Stemming from a vision for an arts and economy focus and making the city an “arts and culture destination, the council formed the Arts and Creative Economy Commission and the concept of a mural festival that would “provide a platform for artists to create, and residents to appreciate and celebrate public art.”

In her presentation, Rodrigues listed eight reasons for the festival that included beautification and placemaking, community pride and identity, economic development, revitalizing key areas of the city and support for local artists.

“The goal is to unify the city and build on the tradition year after year,” she added.

Founded and managed by husband-and-wife team Cameron and Crystal Moberg, Talking Walls proposed creating art on a minimum of five walls and maximum of eight on selected and cooperative businesses in the city’s Main Street District along Elk Grove Boulevard between Elk Grove-Florin Road and Waterman Road.

Subsequent festivals will feature other areas of the city, and part of the contract with Talking Walls could have them producing festivals over the next two to three years.

The city received five proposals from organizations specializing in these types of art festivals: ARTners and Pinot’s Palette in Elk Grove, Wide Open Walls in Sacramento, Talking Walls and National Mural Awards from Jacksonville, Florida. After presentations to the commission on June 26, two finalists were selected: Talking Walls and Wide Open Walls.

Both submitted additional proposals and, after what chair Brian Rickel described as a “robust conversation” at the Aug. 6 meeting, the commission unanimously selected Talking Walls to help lead festival creation. According to their proposal, Talking Walls has 20-plus years painting wall murals and over nine years “curating festivals” for public agencies in California, Indiana and Montana.

“It’s a very close conversation,” Rickel told the council. “The work out of both organizations is fantastic.”

Rickel explained the decision to select Talking Walls came down to several factors: ability to scale the project using available resources and needs, a track record of working with small towns such as Great Falls, Montana; Layfette, Indiana, and Sand City, California, and dedication to selecting artists based on their ability to interact and represent the community they were working in.

“They (Talking Walls) didn’t want to just choose walls, they wanted to have the input from the community,” said Rickel, who is also the Arts, Media & Entertainment dean at Consumnes River College.

“As an artist, I think when you insert artists into communities, it’s important that we feel welcomed and we don’t just feel like we’re here to work for you, but we’re here to be a part of what we’re creating,” Rickel added, noting Talking Walls reflected this approach in its proposal.

Rickel also said Talking Walls would be protective of artists’ rights and freedoms and ability to incorporate their own voices into their work to tell a story of Elk Grove. It was this storytelling that Councilmember Rod Brewer focused on with his questions, noting, as did Rickel, that the city was fast becoming a large municipality with diverse populations, but one grounded in small-town, agricultural roots.

“With our diverse cultures that we have in the Sacramento area and Elk Grove, people want to see how that ties into the story of the town they live in, but also has a heartstring that pulls it through as well,” Brewer said in asking about the inclusion of local artists familiar with the region.

Rodrigues said the request for proposal specified at least one local artist be selected, but the festival would also benefit from national and possibly international artists who can view the city from a different perspective. She noted there would be language in the contract with Talking Walls to ensure the murals didn’t include anything profane or negative about the city while reflecting Elk Grove values and tone.

“I think they are likely to leave a very lasting positive impact on this city that we can build upon year after year after year,” Rickel added.