Beautify Santa Monica - A cultural shift of murals as experiential, community-focused placemaking.

A success story of murals, business revitalization,

and cultural transformation.


Mural by Ruben Rojas and Cloe Hakakian

A little history

Once upon a time there was a street dubbed “Stinkin’ Lincoln,” named after a run down and dreary street on the west side of Los Angeles. That street is Lincoln Blvd.  Evan Meyer, a local Santa Monica resident decided to take action and coordinate murals on dozens of walls on this street in Santa Monica and Venice. Others followed suit around the country, labeling their own “Beautify” projects after their street, town, or city. And there the movement was born – The team formed a 501(c)3 non-profit,  and became Beautify Earth.  It all started right here in our hometown of lovely Santa Monica.

“Thank you for turning the boring into the beautiful, and building a strong community movement along the way”

- Ted Winterer, Past Mayor of Santa Monica -

While there are wonderful areas to live and enjoy Santa Monica, there are many areas that still need some extra support, and may be struggling to stay afloat – both businesses and communities.

So from a few sparse murals throughout the city, to over 130 murals in just a few years, the City of Santa Monica, many of it’s commissions, business improvement & neighborhood groups, and local NGO’s have proven what it means to lead by example by supporting this movement to transform our blighted, boring and bland walls in these areas.

Most of our murals in Santa Monica can now be viewed here, on the Travel and Tourism Website thanks to their wonderful partnership. Full mapping of the murals are available for each neighborhood as well.

“Beautify Earth has beautified Santa Monica’s bleakest blank walls with startling creativity that delights the eye, warms the heart and captures the imagination”

– Rick Cole, Past City Manager of Santa Monica -

"Enlivens the city's streetscape and creates an identity of which people can bond."

- Past Mayor Gleam Davis, City of Santa Monica -

Thanks to this widespread support in the values and mission of our organization, and from those who see and feel the impact we create in Santa Monica and beyond, we were nominated by Santa Monica Travel and Tourism, and are the recipients of this amazing statewide honor. View Evan Meyer's award acceptance speech here.

Beautify Earth has facilitated over 130 murals on walls in need in Santa Monica.

With multiple pilot programs on Lincoln

Blvd and Montana Ave, multiple

neighborhood letters of support, and unanimous council approval, BE spearheaded the development of a utility box art program by the city.

With multiple pilot programs on Lincoln Blvd and Montana Ave, multiple neighborhood letters of support, and unanimous council approval, BE spearheaded the development of a utility box art program by the city.

“Beautify Earth is such a wonderful representation of the creative spirit and innovative thinking that is alive and well in Santa Monica”

- Misti Kerns, CEO/Santa Monica Travel and Tourism -

Community Engagement & Volunteer Paint Days

Santa Monica’s

Hollywood Sign

A gift to our hometown at Santa Monica High School


A message to us all from City award-winning muralist and Co-founder Ruben Rojas and Cloe Hakakian


- Painting with the little ones -

Almost every school in Santa Monica now has one or murals, with over a dozen at Franklin Elementary School.

Community Partnership

City of Santa Monica, Community Corp, Beautify Earth - Unveiling Ceremony of mural by Ginoflo

Economic Benefits

“Beautify Earth’s work has increased my business revenue up by 50% and driven traffic with people who would never have noticed us otherwise”

– Benny Escobar, Owner of Metropolitan Cleaners, Lincoln Blvd

50% increase in foot-traffic & business revenue

95% drop in graffiti and associated repainting costs, and littering through general upkeep and pride of maintained areas.

Vandalism costs are continuously higher than creating murals, as murals are more respected by vandals, and require minimal maintenance.

Additional Local Accolades & Testimonials

"Beautify Earth has transformed many of our local Santa Monica/Venice neighborhoods and businesses through community-based public art. I think highly of Evan and his organization’s mission to improve our communities through the power of art."

- Senator Ben Allen -

State Senator Ben Allen Letter of support for artistic facades on schools in the district & Certificate of recognition

Ex-mayor Pam O’Connor Letter of support for artistic facades on Starbucks and local businesses

Economic Impact Analysis Economic growth on Lincoln Blvd

Mid City Neighborhood Organization Letter of support and request for funds for turning “blight to beauty”

Pico Improvement Association Letter of support and request for funds as murals increase foot traffic and business revenue

-Local Press Santa Monica Daily Press

Local Resident Resident retention -letter of support

Connecting Communities

We’re connecting neighborhoods, residents, tourists, businesses and government, inspiring people to get involved, and improving the well-being of our citizens and vibrancy of our communities through:

PARTICIPATION From community paint days, to civic engagement workshops through our Civic Love program, we have “activated” Santa Monica and our residents to participate in impactful public art projects.

TOURISM Tourists see murals as an attraction, which add invaluable, viral social media marketing for the City.

EDUCATION Children are positively impacted by co-creating inspiring murals on bland walls in their school, teaching kids that change is within their own hands.

EXPERIENTIAL LEARNING Santa Monica College offers a Beautify Earth, experiential learning component to their public policy course, enabling students to be out in the field, improve their own community, and think through the policy opportunities for maintaining “thoughtful” streets.


What would you like to do?

  1. Check out a handful transformative examples below

  2. Start a project

  3. Check out local artists.

  4. Join our local organizations program

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