Inspired by the global ciclovía movement, ¡Viva! Streets aimed to bring Denver a new kind of summer tradition, turning 3.5 miles of downtown streets into a welcoming, car-free corridor over four Sundays. As the event’s communications and PR partner, SideCar Public Relations led the launch from the ground up, shaping clear, inclusive messaging, producing a kickoff press conference alongside city and community leaders, and building the media and community momentum needed to introduce an unfamiliar concept at scale. All public-facing communications were also translated into Spanish to ensure accessibility and inclusivity.

The launch generated widespread awareness and community excitement, laying the foundation for future opportunities to replicate the event.