Overview

The Greater East Side Community Council (GESCC) used 2025 Commercial Corridor Program funds to create a new marketing strategy, rebrand, and promote the corridor to potential business owners. The funds also paid for newly branded banners and bike racks and supported placemaking events. For 2026, GESCC plans to use Commercial Corridor Program funds to continue supporting its marketing strategy, along with beautification efforts including banners and utility box covers, pop-up engagement events, and a chalk festival.

What the funding supports

Neighbors visit a petting zoo with baby goats and chickens at a National Night Out event.

Events

Event funds support National Night Out, Matty's Chalk Festival, pop-up engagement events and the Neighborhood Block Party.

Learn more about Events
Flyer for Matty's Sattys, Saturdays in June, 10 a.m.–1 p.m. on Idaho Avenue at White Bear Avenue, featuring polar bear mascot Matoskah, with weekly performers, crafts, activities, and food trucks.

Marketing

Marketing funds back the corridor rebrand, including a website, graphic design and a mascot, along with marketing packages and press conferences.

Learn more about Marketing
A banner for the Bear Larp District additional text stating gateway to Greater East Side.

Beautification

Beautification funds bring new bike racks, banners and utility box wraps to White Bear Avenue.

Learn more about Beautification

Events

National Night Out graphic — August 5, Hayden Heights Rec Center, 6–8 p.m.

National Night Out

National Night Out is an annual event hosted by the Greater East Side Community Council, bringing law enforcement and neighbors together to build community. Commercial Corridor Program funds helped pay for a petting zoo, a DJ and decorations.

Flyer for Matty's Sattys, Saturdays in June, 10 a.m.–1 p.m. on Idaho Avenue at White Bear Avenue, featuring polar bear mascot Matoskah, with weekly performers, crafts, activities, and food trucks.

Matty's Sattys

Matty's Sattys is a Bear Larp District series that occurred every Saturday in June. Matty's Sattys brought family friendly events to meet Matoskah the Bear. Commercial Corridor Program funds were used to support this event.

Graphic for a Community Picnic and Board Elections, October 4, 2025, 12 to 3:30 p.m, Neighborhood Block Party

Neighborhood Block Party

The Neighborhood Block Party is an annual event by the GESCC to bring residents together to celebrate the neighborhood. Commercial Corridor Program funds helped pay for a DJ, games and decorations.

Matoskah poses beside a chalk drawing of himself at Matty's Chalk Festival.

Matty's Chalk Festival

Matty's Chalk Festival is a Bear Larp District festival featuring food trucks, live music and art displays, where artists transform streets into chalk murals. Commercial Corridor Program funds will help pay for the festival.

Concrete wall engraved with "Hillcrest" in front of the Hillcrest Center shopping plaza and its small businesses.

Pop-up Engagements

The GESCC plans to run several pop-up engagement events using 2026 Commercial Corridor Program funds. More details to come.

Marketing

Screenshot of the Bear + Larp District website homepage introducing the new identity for the White Bear Avenue corridor.

Bear Larp District

The Bear Larp District is a rebranding of the White Bear Avenue corridor to promote the corridor to potential business owners. The district includes a corridor specific website along with a promotional mascot and social media account all paid for with Commercial Corridor funding.  

Matoskah, the Bear + Larp District polar bear mascot, poses in a district T-shirt.

Mascot Matoskah

Commercial Corridor Program funds helped create Matoskah the Bear (Matty), a mascot for the corridor. Matty represents the rebranded Bear Larp District and supports events and activities along the corridor.

Screenshot of the White Bear Avenue Business Association homepage, with a "Welcome" headline over a photo of the Hillcrest Center shopping area.

Marketing Packages

Various community and business packages are planned by the GESCC using Commercial Corridor funds. Packages include visits from Matty the Bear, along with informational booklets on the district from the White Bear Avenue Business Association website with demographic information, how to get involved, and available space in the corridor.

Matoskah poses with Mayor Khaoly Her in a studio portrait for the Bear + Larp District.

Press Conferences

Press Conferences will formally announce work being done for the corridor and district with Mayor Khaoly Her and Councilmember Yang speaking on behalf of the district and why businesses should come to the corridor. Commercial Corridor Program funds will support these press conferences.

Beautification

Bear + Larp District street banner design reading "Community," with the district tagline and bearlarpdistrict.com.

Corridor Banners

Corridor Banners were designed and installed throughout the corridor to showcase the unique identity of the Bear Larp District. Commercial Corridor Program funds were used to develop, purchase, and install the banners.

Matoskah, the Bear + Larp District mascot, poses behind an installed district bike rack.

Bike Racks

Bike Racks with Bear Larp District branding were installed throughout the corridor along businesses to promote the district and better align the corridor with the new identity. Commercial Corridor funding helped to pay for the design, purchase, and installation throughout the corridor.

Concrete wall engraved with "Hillcrest" in front of the Hillcrest Center shopping plaza and its small businesses.

Utility Box Covers

Utility Box Covers are planned for the corridor by the GESCC. Box Cover designs will be installed throughout the corridor and will be funded by the Commercial Corridor Program.