Viva Downtown Redding, Inc. operates a coordinated, district-wide system of arts and cultural programming that expands access to creative participation across Redding and the broader Upstate region. Viva Downtown is an accredited Main Street America and California Main Street organization and a founding partner of the Redding Cultural District.

Core arts and culture programs and services include year-round visual arts, performance, literary arts, and film programming delivered through public spaces, partner venues, and the historic IOOF Hall. Signature activities include monthly First Friday activations, exhibitions and classes through The Art Hunger artist collaborative, film screenings and festivals, spoken word and literary arts forums, and partner-led cultural events. These programs provide accessible platforms for artists and community groups and create consistent opportunities for public participation.

Viva Downtown actively collaborates with community-based organizations, culturally specific groups, and artists to develop and deliver programming that reflects diverse cultural practices and lived experiences. This approach ensures that underrepresented communities have meaningful opportunities to participate, contribute, and be visible within the district’s cultural life.

Viva Downtown operates and stewards the IOOF Hall as a free, accessible cultural hub that houses gallery space, classrooms, performance and event spaces, along with community meeting areas. The facility supports exhibitions, workshops, performances, and community-led programming, serving as critical cultural infrastructure in a region with limited arts venues.

Viva Downtown also leads key coordination efforts, including the Downtown Collaborative, Cultural District partnerships, and the Downtown Business Group, aligning nonprofit organizations, artists, businesses, and public agencies. This network supports shared outreach, resource coordination, and community-informed programming.

Programs and services are designed to be free or low-cost and accessible, with outreach conducted through partner networks and bilingual engagement in English and Spanish. Through this integrated approach, Viva supports artists, engages diverse audiences, and sustains a community-based cultural ecosystem.