Cleveland canvas: Tourism group draws on local artists for large-scale mural project

Visitors to Cleveland likely know most of our hotspots – downtown, Ohio City and the West Side Market are local heavy hitters that already get terabytes of digital attention. Meanwhile, tourism nonprofit Destination Cleveland is utilizing vivid, large-scale art projects to spotlight the city’s more overlooked neighborhoods.

In 2024, the Murals Across the City project erected six murals on formerly blank walls in communities such as Slavic Village and Detroit-Shoreway. The pieces celebrate Cleveland’s off-beat charm, featuring well-known landmarks and symbols, all served with a side order of can-do spirit. 

A giant luna moth flying through the Slavic Village mural, for example, is a nod to the native insect as well as Cleveland’s distinctive vibrancy. Jen Brasdovich, senior public relations manager with Destination Cleveland, says tapping into local art can drive guests to communities they may not normally visit.

“They’re going into these neighborhoods and stopping into businesses along the way,” Brasdovich says. “We don’t have metrics to measure that, but anecdotally, I hear from business owners who see people taking pictures (of the murals), then pop in to start a conversation.”

Destination Cleveland encourages enthusiasts to photograph Instagram-friendly installations with the tag #TheLandforLife. The tourism group has accepted submissions for four new murals, with designs due at the end of April. Proposals should create visually striking, “photo-worthy” representations of  Cleveland, blending pre-selected phrases like ‘The Land of Living Louder” with an artist’s unique style.

Selected artists will receive an $800 stipend to design a site-specific proposal, then an additional $5,000 for a finished project. Destination Cleveland is on track to install the artwork this summer at locations to be determined. 

“We had 150 artists apply last time, so there’s a ton of talent to tap into,” Brasdovich says. “As long as we have artists, walls and funding, we want to keep doing this.”

With a portfolio boasting over 100 murals across six states and even France, Hudson-based freelance illustrator and muralist Lisa Quine was chosen for the Detroit-Shoreway installation in 2023. Quine’s confection-colored mural champions “The Land Where Anything Is Possible,” complete with vibrant depictions of Cleveland’s skyline and lakefront.

Trained as a graphic designer, Quine’s high-end clientele include Amazon, Meta and the Cleveland Guardians. Early mural work snowballed into a six-floor, three-wall display at GBX Group in downtown Cleveland – friends hipped Quine to Murals Across the City, which slots perfectly with her penchant for bright and starry pop-art creations, she says.

“I love filling a wall with everything; it’s like organized chaos,” says Quine. “My murals have stars because I think murals are magical. I’m using a lot of colors and a lot of joy”

Quine, inspired by Cleveland as well as an unabashed love for Disneyworld, aimed to combine Destination Cleveland branding with imagery from Instagram and the visual content platform Pinterest.  

She worked closely with the owner of 8004 Lorain Ave. to finalize details of the 26X18 mural for his wall. As a bonus, Quine created the piece shortly after the birth of her son.

“I’m pumping milk every three to four hours at my sister’s in Ohio City, then I’d go back to painting,” Quine says.

Residents asked questions during the creative process, though Quine received nothing but support from curious passers-by. Today, the completed mural is visible off the highway near Lorain Avenue.

“I’ll be going to the West Side and I’ll see the mural, and it’s like, ‘Holy cow, I did that,’” says Quine. “I never realize the impact of a mural while I’m doing it, but it takes on a life of its own when it’s done. It belongs to the community now.”

Ultimately, the mural initiative lets residents and visitors discover hidden gems within the city, says Brasdovich of Destination Cleveland.  

“Where can we fill in those gaps?” Brasdovich says. “What makes us unique is our diversity. Slavic Village is different than Ohio City, so let’s get people out of the typical tourist destinations and experience Cleveland like a local.”