CRE8IV: Rockford’s Artistic Transformation Through Community and Creativity
Discover how GoRockford launched and expanded CRE8IV, a transformative public art initiative. Designed to enrich Rockford, Illinois, this program has enhanced the city’s visual landscape and cultural identity leaving a legacy of creativity and connection for residents and visitors alike.
The Vision: Building Community Through Art
“Do. Show. Grow.” This simple yet powerful slogan has guided GoRockford in its mission to enhance the community through bold initiatives. With this philosophy at its core, GoRockford launched CRE8IV (pronounced “creative,” with ‘8IV’ a play on the region’s 815 area code) in 2019—a transformative public art initiative designed to “do” impactful work, “show” the potential of creativity, and “grow” Rockford’s reputation as a vibrant, art-filled destination.
What began as a response to community feedback about the importance of beautifying public spaces quickly evolved into a large-scale movement. CRE8IV has since brought over 57 murals and 16 sculptures to Rockford and surrounding communities, becoming a catalyst for social connection, tourism growth, and community pride. "We wanted to create something that not only transforms how our city looks but also how people feel about Rockford," said John Groh, GoRockford President and CEO.
Through strategic partnerships, a global roster of artists, and deep engagement with the local community, CRE8IV has redefined public spaces in Rockford, creating a lasting legacy of creativity and collaboration.
Tackling Challenges with Community Support
As CRE8IV scaled up each year, GoRockford encountered challenges—from securing funding to managing logistics for large-scale installations. Partnering with local organizations, including the painters’ union, was essential to the project’s success, as the union donated 100% of their services for wall preparation. “Without the local painters’ union, we simply wouldn’t have been able to complete this project,” Groh emphasized. GoRockford also gained support from family foundations and corporate sponsors who took an active interest in guiding the artwork's design and placement.
Fundraising was one of the biggest obstacles, with GoRockford needing approximately $250,000 each summer to fund the initiative. “The funding challenge was real,” Groh noted, “but we viewed it as an opportunity to deepen our partnerships.” Although time-intensive, CRE8IV’s success demonstrated the value of investment in community transformation.
Art That Brings People Together
CRE8IV was always intended to be a community-focused project. Each summer, GoRockford hosted pop-up events and mural celebrations, gathering hundreds of residents to celebrate new public art installations in their neighborhoods. In 2024, the initiative culminated in a grand farewell event featuring a multi-day festival with live music, street performers, and art installations, commemorating CRE8IV’s journey and impact.
The response from the public has been overwhelmingly positive, with residents requesting murals in their neighborhoods and local officials praising CRE8IV’s role in revitalizing and enhancing Rockford’s image. Rockford’s murals and sculptures have become popular backdrops for photos, elevating the city’s reputation as a creative and vibrant destination.
Measuring Impact: Successes and the Road Ahead
The success of CRE8IV is evident in both community feedback and economic outcomes. Recently named the country’s top real-estate market by The Wall Street Journal/Realtor.com Housing Market Ranking, Rockford is enjoying renewed interest from homebuyers drawn to its affordability and cultural vibrancy—qualities enhanced by initiatives like CRE8IV.
While formal studies on property values haven’t been conducted, anecdotal evidence suggests that downtown property values and residential occupancy have risen alongside CRE8IV’s growth. John Groh, President and CEO of RACVB, noted how the public art installations have elevated community pride and visitor engagement, with residents taking family and friends on “mural tours” around the city. “It’s hard to quantify, but when people are using public art to showcase Rockford to their guests, that’s a success,” he said.
As GoRockford looks ahead, they plan to pause CRE8IV’s large-scale expansion, focusing instead on new initiatives outlined in their Destination Master Plan. However, GoRockford will continue to promote existing murals and sculptures through a Public Art Trail and support future public art projects led by local organizations.
Lessons Learned: Art as a Catalyst for Change
Reflecting on CRE8IV’s journey, Groh emphasized the value of starting small and scaling up. “We began with just one mural and grew from there, showing that big change is possible, even if it’s not in your lane.” For DMOs and communities interested in similar projects, Groh highlighted the importance of community partnerships, adaptability, and a commitment to meaningful, resonant art.
Through CRE8IV, GoRockford has not only transformed Rockford’s visual landscape but has also created a sustainable model for art’s role in unifying a community and attracting visitors. Groh reflected, “At the end of the day, we’re proud to have played a role in redefining Rockford’s reputation as a place of creativity and connection.”
Hero image: Artist Dustin Eckhardt works on his 2024 mural located at 3502 E State Street. Photo by Mindy Joy Photography, courtesy of GoRockford.
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