Placemaking

You may not be familiar with the term “placemaking,” but you’ve certainly felt its effects.

Whenever you return from a trip to see Symbol on the riverfront and think, “It’s good to be home,” or when you pass the Rockford Peaches mural in Midtown and feel a wave of local pride—you’ve experienced the power of placemaking.

What is placemaking?
In the destination marketing industry and across disciplines like urban planning and economic development, placemaking refers to the process of intentionally designing and activating public spaces to strengthen the connection between people and the places they share. These efforts go far beyond aesthetics. When successful, placemaking inspires civic pride, supports economic activity, improves safety and walkability, enhances mental health, and reflects a community’s identity and values.

Space making, a related concept, focuses on reclaiming or reshaping underutilized areas to serve community needs, fostering connection, creativity, and inclusivity.

Why GoRockford leads in placemaking
For GoRockford, placemaking is not just a creative outlet; it is a strategic investment in Rockford and our region’s future. Our mission to grow tourism and enhance Rockford’s image as a vibrant and welcoming destination is rooted in how people experience place. When we elevate our shared environments, we make Rockford and the region more compelling for visitors, businesses, and, most importantly, residents.

GoRockford’s commitment to public space extends beyond murals and sculpture. Through our Forest City Beautiful initiative, we also invest in landscaping, floral displays, and corridor clean-up efforts throughout the city’s core and along key gateways. This work honors Rockford’s heritage as the “Forest City” while demonstrating our belief that beautification isn’t just cosmetic—it’s foundational. Thoughtfully maintained public spaces promote safety, create a sense of welcome, and signal that this is a community that values its surroundings and its people.

Placemaking also aligns with key goals that support Rockford’s broader development. It boosts local business by increasing foot traffic and generating economic activity in surrounding neighborhoods. It improves quality of life, as people are drawn to walkable, beautiful, and engaging environments—places where they create memories and want to stay. It enhances brand perception by reinforcing Rockford as a creative, authentic, and confident city through vibrant public art and cultural installations. And it fosters inclusion and connection by ensuring that residents see themselves reflected in the spaces around them through community-inspired designs and projects.

Examples of placemaking in action
One of the most visible and beloved efforts is our CRE8IV public art initiative, launched by GoRockford in 2019. From downtown to neighborhood corridors, murals and sculptures have become landmarks and gathering points. These works reflect local heritage, amplify diverse voices, and spark spontaneous moments of joy and reflection.

Consider the mural of Mila Rose on the La Chiquita building, a cultural anchor in southwest Rockford’s Mexican community, or the “Hold Me Up” sculpture installed at the Main/Auburn roundabout, a tribute to veterans and a complement to local volunteer-led beautification efforts.

At Stroll on State, placemaking takes a festive form. From giant, Rockford-themed balloons like Rick Nielsen’s five-neck guitar to the parade itself, we design experiences that bring people together, instill pride, and show off our city’s creativity and humor.

Public art even plays a role in well-being. Sculptures like “Liquid Sunshine” by Michael Alfano on the Perryville Recreation Path remind us of the healing, joyful power of color, form, and light in unexpected places.

What’s next: Davis Park and beyond
The revitalization of Davis Park represents the next significant opportunity in Rockford’s placemaking and space-making story. With the Rock River, our greatest natural amenity, as its focal point, the transformed park can serve as a signature gathering place for both residents and visitors. It will pair natural beauty with smart design and dynamic programming, contributing to the ongoing economic development of our downtown core.

Placemaking is community building
Ultimately, our commitment to placemaking is a commitment to our people. It is about crafting a Rockford that tells its story boldly, welcomes newcomers warmly, honors its heritage, and gives everyone a reason to look up and look around. It is not a side project; it’s central to our work of growing tourism, promoting civic pride, and shaping the Rockford we all want to live in and share.

In every sculpture, mural, garden bed, and revitalized space, we’re not just decorating Rockford—we’re defining it. Whether you’re a business owner, resident, artist, or community advocate, you play a crucial role. Support a local mural, adopt a greenspace, share ideas for neighborhood improvements, or simply help keep your corner of Rockford clean and vibrant. Placemaking is a team effort, and, together, we’re shaping a city we’re proud to call home.

The views expressed are those of the author(s) and do not necessarily represent those of the Greater Rockford Chamber of Commerce.