How to Bring Murals to Your Town

Megan Lingerfelt, Wave of Lace in Downtown Lawrenceburg (Photo: Odinn Media)

Murals have become a powerful tool for rural communities looking to enhance their sense of place, boost tourism and attract visitors. When done well, a single wall can evolve into a recognizable landmark—something people photograph, share and build travel plans around long after the paint dries.

Still, many towns hit a metaphorical wall before they ever begin. The challenge usually isn’t a lack of vision—it’s uncertainty around how to navigate the process. There’s a lingering belief that public art requires complicated bidding processes or multiple design submissions. In reality, the strongest projects come down to selecting the right artist and establishing a clear path forward from the outset. 

This means allowing the artist to do what you’re hiring them to do: create original art.

This does not mean inviting an entire organization, city board or group of stakeholders to participate in the creative process. Murals are works of art, not committee-driven graphic design projects.

The way a mural is commissioned directly impacts the final result. Projects that rely on unpaid concepts or overly complex requirements tend to discourage experienced artists from participating. Over-managing the creative process—whether through committees or overly prescriptive direction—often leads to diluted, less impactful work. Asking artists to execute someone else’s vision undermines the very expertise you’re hiring for.

In contrast, communities that prioritize clarity, fair compensation and a professional, streamlined approach are far more likely to end up with artwork that resonates, both with residents and with visitors discovering the destination for the first time.

For small towns aiming to use public art as a catalyst for tourism, placemaking and community pride, the takeaway is simple: Approach murals with intention and treat them as a long-term investment in your destination’s identity.

For a deeper dive into best mural practices, common pitfalls and step-by-step guidance on building a successful public art program, read the full article by Kristin Luna, president of nonprofit DMA-events.