
Case Study

The Sierras
THE SIERRAS
The SD Outdoors x Vertical Hold Climbing Gym
Vertical Hold Climbing Gym - San Diego, CA // July 2024
Building on its interior mural, Vertical Hold Climbing Gym expanded outdoors to activate a prominent street-facing wall and deepen community engagement. I led a youth mural program for artists ages 8–13, guiding them in creating a large-scale Sierra Mountains landscape centered on exploration, teamwork, and perseverance. Students learned foundational mural skills while gaining real visibility in a professional setting, each leaving a signature and handprint to mark collective ownership. The project concluded with a public mural reveal and community climbing celebration.
Post Results:
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Increased foot traffic and new member leads
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Increased brand and location awareness
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Community connection through public reveal and events
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Youth gained foundational professional development skills





Collaboration with LeeMichael Krieger

