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As part of an effort to make downtown Atlanta more welcoming to residents and visitors, Centennial Yards developers hosted a 404 Day celebration last year by reopening the former Nelson Street bridge that connects the Castleberry Hill neighborhood to the city. Previously a vehicle bridge, it is now dedicated to pedestrian traffic. With its new purpose, it also got a new name — The Steele Bridge — and a new look. Totally rebuilt, the bridge features a colorful painted walkway, planters, wood benches, and mesh guardrails.
We worked with our client and multiple partners to plan the celebration, an event that was open to the public and heavily promoted to encourage attendance. To attract attention to downtown Atlanta, we organized speeches and the unveiling of the dedication plaque. We also brought in a variety of fun activities, entertainment, festive décor, local vendors, and more to hype up the bridge and the neighborhood on Atlanta’s 404 Day — April 4.
Atlanta in the Spotlight
The event welcomed local dignitaries, area residents, and plenty of attendees who were new to downtown. We highlighted the walkability and livability of the neighborhood while commemorating the work of Atlanta hero and trailblazer Carrie Steele Logan, for whom the new bridge is named.
To make the colorfully painted bridge even more festive, we hung pennant flags across it and added several balloon sculptures using a bright palette of red, turquoise, black and silver, which coordinated with the 404 Day logo. We added 404 Day graphics to the planters along the length of the bridge. To host guests, we brought in high-top tables with sleek metallic spandex liners topped with silver orbs and red umbrellas, then added a stage with an acrylic podium, also featuring the 404 Day logo. In addition to setting the stage for this celebration, we managed all AV needs on-site for the speeches and entertainment.
We also booked the entertainment and made choices that emphasized what makes Atlanta, and particularly, the Castleberry Hill/downtown neighborhood, vibrant. A drum academy got the event started and brought an air of excitement and energy – we needed it because the sky was overcast. Atlanta Hawks cheerleaders were on-site mingling with the crowd and offering photo ops. We brought in ink and watercolor artist Jamie Calkin to paint the event in real time, capturing the memory forever. The colorful finished painting was given to our client to be shared with the community.
Local Leaders and Businesses
Following speeches from the hosts and local dignitaries, Mayor Andre Dickens unveiled the plaque dedicating the bridge to Carrie Steele Logan. The fun continued thanks to DJ Rasyrious, and attendees spent the remainder of the day getting to know the local vendors and community organizations we had scheduled to be part of the celebration.
With so many nearby small businesses, the bridge dedication event would not have been complete without having them participate. We created an on-site market with stands and food stalls to welcome local restaurants and community partners who were able to promote their businesses to attendees. On one end, the bridge leads into the building where Wild Leap Atlanta, a brewery and event space, is located, and their participation was highlighted with a special $4.04 brew for the day.
A Ray of Sunshine
It was extremely windy that day, which was made more noticeable because this event took place on a bridge. Nevertheless, with the flags blowing, we forged ahead and doubly secured the balloons. We weighted the umbrellas, secured the linens, and had rain gear on hand for staff. The upbeat entertainment and positivity of the bridge dedication brought an optimistic vibe to the event despite the weather. And by the afternoon, the sun had come out – was it our positive vibes that coaxed it from behind the clouds? Who can say for sure?
