The merchants on fourth street are tired of fourth street’s reputation. They want you to know 4th street is a lively street of local businesses, not hookers and bums. To combat the image of fourth street, local business owners created the annual event, which will consist of an open-air market between Center St. and Wells Ave. This year, Positively Fourth Street is Occurring tomorrow, Saturday 6/14/14 from 10am until 9pm.
The primary businesses behind this initiative are Bodega Nightclub, Bootleg Courier Co, Cuddleworks, Reno Bike Project, Under The Rose and Valley Arts. The event will consist of a farmers market, public art installations, kids activities, a pop-up dining experience, biking, bus tours and more. Local restaurants Homage, Campo and Süp will serve brunch, and Heritage and Tournant will serve dinner in the Cuddle Works art space. Be sure to check out Porterbeer Ice Cream, Reno’s first bicycle-based ice creamery. How much does it cost you ask? Nothing, it’s free. Enjoy the event on your own schedule.
In addition to what I’ve already mentioned, there will be a beer garden at the back of Under the Rose Brewery. The food trucks the Electric Blue Elephant and Full Belly Deli will be there to provide food. Kids activities will include dunk tanks, petting zoo and kids art. String Beings four-piece will perform in the back alley in the evening. There will also be a backpack drive for Volunteers of America. Anyone who donates a backpack or school supplies will receive a 1 year membership to the Reno Bike Project or dollar off beer specials at Under the Rose. A list of the events can be seen to the left. (Photo Credit.)
It’s nice to see members of Reno taking charge to change perceptions. It’s something the city desperately needs. It would be great if the 4th street initiative were extended to all of downtown. Although I respect this initiative, I don’t know that it would entice me personally. If I had kids, the event would probably be much more appealing. Would you like to see more initiatives to change perceptions while promoting local businesses in Reno? If so, leave me a comment and let me know what you have in mind.