RENO, Nev. – East Fourth Street in Reno, a once bustling hub of business along the historic Lincoln highway, gets a face-lift at the second annual Positively 4th Street Better Block Project event June 14 on the 500 block of East Fourth Street. The budding epicenter of modern culture is unveiled through street restructuring, pop-up restaurants and shops, activities and music. Come down from 10 a.m. – 9 p.m. for a peek at what the future of East Fourth Street could be.
The Reno Bike Project and other local businesses are taking the initiative to change the perception of East Fourth Street by fixing up old, but beautiful, spaces. These businesses are taking advantage of the opportunity to refurbish the historically significant properties that line the corridor that acts as the gateway to downtown Reno. The Better Block Project completely transforms the infrastructure of the block through landscaping and beautification efforts. The transformation includes a two-way bicycle lane sheltered by shrubs and barriers, restriped traffic lanes, shrubs and trees lining the street, added café seating, and an enhanced transit stop.
The goal is to change the public opinion that Fourth Street is the “bad area” of town. This collection of businesses, artists and non-profits have a vision that one day this street will be no different than Reno’s other friendly streets, like California or Wells Avenue.
“This area of town receives so little attention, but it is so beautiful,” said Noah Chubb-Silverman, co-founder and executive director of the Reno Bike Project. “We want to open the eyes of the city to see its potential. When people see what a historically rich, modern and bustling area it could be, they are going to love it.”
Since there’s no great neighborhood without great food, pop-up restaurants with Mark Estee will provide authentically local meals for brunch and dinner. Food trucks will also be parked along the back alley with a farmer’s market lining the street. Shops and activities by the Holland Project, Reno Bike Project, Valley Arts, Bodega Live and Ultra Lounge, KRZQ and others are spread throughout the block all day long.
In addition to a wonderful meal, a plethora of activities for all ages take over the block.
See below for some of the events and businesses taking part in the event:
Pop-up brunch inside Cuddleworks cooperative work space featuring Campo, Homage and Süp
Reno Bike Project Bike Swap
Kids activities in back alley and Valley Arts building
DJs in the back alley
Pop-up Record Shop in Kart Sports by The Holland Project
Fourth Street Farmers Market
Under the Rose Brewing Company Beer Garden in the back alley
Pop-up dinner in Cuddleworks cooperative work space featuring Heritage, The Depot and Tournant
String Beings performance in the back alley
KRZQ presents Passport Live at Bodega Lounge
Pop-up record store by the Holland Project
Bootleg Courier Company
RTC hosts Historical Fourth Street Tours
In addition to the various activities, Positively 4th Street will be holding a backpack drive for Volunteers of America. Reno Bike Project will offer a one-year-membership and Under the Rose Brewing Company will offer beer specials to anyone who donates a backpack or school supplies during the event.
This event also helps kick off the partnership between Positively 4th Street, RTC and the Reno Historical Preservation Society to launch the RTC website and smart phone app, Reno Historical. Choose from a walking tour at 10 a.m., a biking tour at 11 a.m. and a bus tour at 2 p.m. to see areas that have made Reno rich in culture. Space is limited so sign up in advance by leaving a voicemail with your name, phone number, tour preference and party size at 775-335-1821. Free self-guided tours will also be available through the Reno Historical app.
Admission to the Positively 4th Street Better Block Project is free and tickets are not required for the pop-up brunch and dinner.
About Positively 4th Street
Positively 4th Street is a re-branding campaign for East Fourth Street in Reno, Nev. One annual event a year showcases the changing atmosphere of the neighborhood and highlights the young, creative, motivated small business owners guiding the effort.
About the Reno Bike Project
Reno Bike Project (RBP) is a 501(c)(3) non-profit community bicycle shop and advocacy group committed to creating a nationally recognized, cycling-friendly community through advocacy, education, and cooperation in the Truckee Meadows.