SAND CITY >> For the fifth time since its first in 2020, Sand City will host its colorful community mural festival beginning this weekend, continuing its tradition of turning exterior building walls into works of public art.

The we.Mural Fest will take place Sept. 29-Oct. 4, curated by the husband-and-wife muralist duo Cameron and Crystal Moberg, whose Talking Walls art studio is steering the event.

“Each festival is, of course, new and unique as there are entirely new artists who bring fresh energy, style and creative ideas,” said Sand City City Manager Vibeke Norgaard.

The annual mural festival takes place on the streets of Sand City, turning the cityscape more picturesque each year, this time bringing in an impressive lineup of artists including Olivia Rose Losee-Unger (Orlu Arts), Ricky Watts (Watts.art), Bacon, TRAV, Kisune Jolene (Kitsunejolene.com) and Max Sansing (Maxsansing.com).

Sand City says that as murals will be painted throughout the week, it invites people to stop by the area of the city known as the West End and wander the streets during the week-long festival to see the artists in action. Murals are expected on Shasta and Orange avenues as well as on Contra Costa Avenue near the city’s Art Park.

The event will culminate with a local artists’ battle from 3 to 6:30 p.m. Oct. 4. “Battle” winners will be announced at 6:45 p.m. on the town square in front of Post No Bills Craft Beer House at 600 Ortiz Ave., in Sand City.

Norgaard said that the art battle featuring six local artists will be held the same afternoon as the 831 Market at 525 Ortiz Ave., in Sand City so people can visit both and get food at the art park after the event.

The Mobergs are no strangers to Sand City, having been the curators of last year’s event.

Their company, Talking Walls studio, is an art studio without walls, which it says means its canvases are anywhere and everywhere.

“The only walls we have to claim are yours!” proclaims its website. “From gritty metropolis city streets to Small Town America, we’re on a mission to transform any space; home, city, or town into a vibrant, beautiful work of art.”

Talking Walls is based in San Francisco and has curated several mural festivals across the country including Wabash Walls, Artsfest Montana and REN ART WLK in Indiana, as well as Sand City’s we.Mural fest in 2023.

Cameron Moberg has over 20 years of mural experience, seven years of curating mural festivals, and says he has no shortage of great ideas. Crystal Moberg is a former middle school teacher, and brings her love for art and an indefinable skillset, as well as a love for order and organization.

The two, along with their giant network of fellow artists, say they have not just transformed towns, through murals, mural festivals and street art and graffiti art workshops, but are slowly transforming the perception of graffiti and street art and quelling fears one mural at a time.

This year’s we.Mural Fest will produce six more murals from national and international artists to add to this industrial-turned-arty city’s collection of more than 30 creations, said Norgaard. In addition, six local artists will create artworks in the art battle.

With so many murals colorfully accenting Sand City, people have much to appreciate.

What is so interesting is how different people’s reactions can vary in reaction to each mural, said Norgaard, but that there is a reaction is most important. Having a particular mural create a reaction and/or feeling either way helps us see and feel.

“Jimi Hendrix is my personal favorite,” said Norgaard.

The Jimi Hendrix mural on Redwood Avenue was created by Hiero Veiga and Thomas Evans during the inaugural we.Mural Fest.

“It recalls the time he performed at the Monterey Pop Festival in 1967. He went through basic training at Fort Ord when he was in the Army, too,” said Norgaard. “Sand City’s mural commemorates Hendrix’s ties to the Monterey Peninsula.”