Public Art Commission hears projection-mapping plan for CodeArt at Palo Alto City Hall

The Palo Alto Public Art Commission on Jan. 16 heard a presentation from a3 Immersive and HP Visual on projection mapping and light-festival programming proposed for this year’s CodeArt (also referenced in the presentation as “Codart”) activation at Palo Alto City Hall.

The presentation, delivered by Alexander Sheff, director of immersive at HP Visual, and Sean Mason, chief creative officer of a3 Visual’s immersive division, explained projection-mapping techniques, examples from other festivals and a scaled plan for City Hall that uses removable perforated vinyl applied to selected window bays to create a projection surface. The presenters cited attendance and economic-impact figures from festivals they operate or support, and said the project is being pitched as a proof-of-concept that could expand in future years.

Why it matters: the presenters argued that projection mapping can draw substantial foot traffic and tourism, support local businesses and spotlight local and visiting artists. Commissioners pressed them on technical, environmental and community impacts, including whether the vendor provides visitor-counting (“geofencing”) services, how the vinyl will affect building aesthetics between events and whether materials are recyclable.

Alexander Sheff and Sean Mason described the proposed installation as a budget-conscious, proof‑of‑concept activation. For the initial run they recommended a geometric “diamond” surface spanning the vertical window bays between the building’s columns rather than covering the full façade. The vinyl is described as removable and perforated—similar to printed one-way vinyl used on buses—so people inside can see out while the exterior presents a white projection surface. Presenters said the decal would be installed without permanent alteration to the building and that the columns would be left exposed so the projection can play off architectural elements.

Presenters provided recent festival metrics as context. They said Let’s Glow San Francisco (their event) recorded about 87,500 visitors in 2023 and an estimated $13.2 million economic impact that year, based on surveys and geofencing counts; Napa Lighted recorded roughly 50,000 visitors and a $3.2 million economic impact with an 8× return on the city’s investment. The presenters emphasized these figures came from post-event analyses and third-party measurement; they also said the geofencing provider used by the Downtown San Francisco Partnership is contracted separately and is not a service a3 provides directly.

Commissioners asked about specific concerns: whether projections can be applied to glass buildings, recyclability of the vinyl, the visual impact when the installation is not active, and how easily the project could scale in later years. The presenters said they have used perforated vinyl treatments on glass buildings, that non‑printed white vinyl samples (including “green” or recyclable options) are available and that they would provide material samples and additional documentation for staff review. On reuse, presenters said unprinted vinyl is recyclable in principle but that final recyclability depends on sourcing and print processes; they said they would coordinate with the City’s print/production contacts and return facts and samples to staff.

On scope and timing, the presenters said the plan for this first year is intentionally limited to the diamond/window area for budget reasons, but the installation can be expanded in future years. They described the festival model as annually refreshed—new artists, new music and new content—so repeat attendance is a goal. The presenters invited commissioners and staff to visit Napa Lighted and Let’s Glow events and offered a private tour to City staff.

They also confirmed that a3 does not supply geofencing analytics directly; staff will pursue vendor options if the Commission requires that data for measuring attendance.

Votes at a glance: The Commission approved the Dec. 19, 2024 minutes by roll-call vote during the Jan. 16 meeting. Motion: “Approve the December 19, 2024 minutes.” Mover/Seconder: not specified in the record. Vote: Commissioner Stern — Yes; Commissioner De La Garza — Yes; Commissioner Miyagi — Yes; Chair — Yes. Outcome: approved.

What’s next: staff indicated they will obtain material samples and recyclability documentation from the vendor, clarify whether the proposed vinyl will be recycled after removal, and return with a costed concept and fabrication details for future Commission review and formal approval if needed.