Why We Created the Western Lights Festival

Illuminating Reno’s Future Through Art & Community

When we dreamed up the Western Lights Festival, we weren’t just creating an event — we were planting a seed. Our vision was to bring a transformative experience to Reno. Something that would light up downtown in every sense of the word. We wanted to blend interactive art, bold ideas, and community spirit into an experience that would breathe new energy into our city’s core and inspire both locals and visitors alike.

Revitalizing Downtown Reno Through Creative Placemaking

Downtown Reno is the (often overlooked) heart of our city. It holds so much history, culture, and untapped possibility. Like many urban centers, it has faced challenges. We believed that by integrating arts and culture into the fabric of downtown, we could spark a local renaissance. This approach, known as creative placemaking, involves leveraging the arts to strengthen communities, drive economic growth, and enhance the quality of life.

In its inaugural year, the Western Lights Festival transformed six blocks and four city plazas — from the Truckee River to the Railroad Tracks — into a luminous playground. Interactive installations, live music, local food, and performance art invited attendees to see Reno in a new light, fostering a sense of pride and belonging.

And Reno showed up to accept that invitation! More than 60,000 attendees flooded into downtown Reno to explore, connect, and experience collective joy.

Ensuring Accessibility for All

This incredible turnout was made possible because we were committed to making Western Lights a free event, open to everyone regardless of age, background, or economic status. We wanted to draw a true cross-section of our region: families, artists, students, elders, tourists, and longtime locals from all backgrounds. By removing financial barriers, we created a shared space for curiosity, celebration, and connection.

Inspiring the Next Generation of Creators and Dreamers

Western Lights showcased the magic that happens when art meets technology. Interactive exhibits and illuminated installations demonstrated to young attendees the endless possibilities of creative expression, inspiring them to become the next generation of builders, thinkers, and artists. Our installations weren’t just beautiful, they were opportunities to learn. Kids (and adults!) got to tinker, explore, and imagine a future where creativity, innovation, and education go hand in hand.

Fueling Local Businesses and Creative Economies

Art and culture are not just joyful, they are economic powerhouses. In 2022, Reno’s nonprofit arts and culture organizations generated $84.4 million in economic activity, supporting 1,728 jobs and contributing $21.6 million in tax revenues.

Events like Western Lights attract visitors who dine at local restaurants, shop at nearby stores, and stay in local accommodations. This year’s event generated an estimated $2.1 million in economic impact. This represents a significant boost to downtown businesses, demonstrating the importance of investing in cultural events for economic revitalization.

(Sources: This is Reno KOLO)

Building Community Through Shared Experiences

At its core, Western Lights was about connection. It’s about what happens when we gather in public space to share a moment of wonder. By bringing people together in shared spaces, we fostered a sense of community and belonging. Whether you came with your kids, met friends after work, or wandered in alone, you were part of something bigger. You helped transform downtown into a canvas for joy, memory-making, and human connection.

(Source: The Nevada Sagebrush)

Connecting Through Shared Experiences

At its core, Western Lights is about people. It’s about what happens when we gather in public space to share a moment of wonder.

Whether you came with your kids, met friends after work, or wandered in alone, you were part of something bigger. You helped transform downtown into a canvas for joy, memory-making, and human connection.

Looking Ahead

The overwhelming success of our first year affirmed what we’ve always believed: art has the power to transform communities. As we look to the future, we remain committed to elevating local artists, inspiring young minds, and sparking joy, creativity, and inclusive economic growth.  Western Lights is more than a festival. It’s a movement to make Reno brighter, together.

Join us as we continue to light the way.