By Melody Hanatani
Daily Press Staff Writer

PICO BOULEVARD — In an attempt to draw positive attention to an area of Santa Monica that has received a bad reputation as a seedy part of town, a local business association plans to highlight the artistic side of Pico Boulevard with an art walk on Sunday.

The Pico Improvement Organization, a coalition of business owners in and around Pico Boulevard, will host the first “Pico Artists at Work” to showcase those who have made a creative career for themselves on that stretch of the city.

About 70 artists who have some sort of connection to Pico Boulevard, whether they own a gallery on the street or have displayed their works in one of the thoroughfare’s businesses, will demonstrate their colorful side between 34th Street and Santa Monica High School near Seventh Street.

“We think Pico Boulevard is sort of an industrial other-side-of-the-tracks location for Santa Monica,” said Randy Ball, co-director of the event and member of the Pico Improvement Organization. “We take pride in being a street of workshops where artists create.”

The Pico Improvement Organization formed five years ago in an attempt to create an identity for Pico Boulevard and to find ways to improve the district. It represents one of the newest business organizations in the city.

“We try to identify the different groupings of businesses on Pico,” Ball said. “The largest grouping is automotive. Another one is the artistic group.”

The idea for “Pico Artists at Work” came after the success of an artistic exhibit at the opening of Virginia Avenue Park last year.

GETTING THE WORD OUT

Jennifer Joyce has operated Jennifer Joyce Pottery Studio, 3028 Pico Blvd., for almost 10 years. She hopes the art walk will bring attention to an “unappreciated area” of town.

Joyce has participated in the art walk in Venice, where she had a studio, and said she loved how the event would always increase foot traffic.

Her studio will feature a pottery-making demonstration during Sunday’s showcase.

Restaurants, hair salons, schools and clothing stores will also have a presence at the event.

The Shampoo Lounge, 3020 Pico Blvd., will hold a photo session by stylist David Jensen, whose photos currently hang in the salon.

“You walk in and [the salon] looks very artsy,” Shampoo Lounge Manager Barb Bell said. “It’s always crazy in here.”

Santa Monica High School, home to the oldest art gallery in Santa Monica, will feature student and faculty art work on “The Day of the Dead,” a Mexican celebration of life and remembrance of those who have died.

The Roberts Art Gallery in the high school dates back to 1937 and was named after Josephine Roberts, the high school’s first art department chair.

“This is an excellent chance and opportunity for the community to see how heavily invested the artists in Santa Monica are within their craft and how it’s very fortunate the community has many art venues, not only on Pico, but many places within the city,” said SAMOHI Gallery Director David Wood.