Melissa Treviño Villarreal
Alejandra Montemayor Garza
Patricio Garcia
Ramon Trevino
EGADE Business School Tecnologico de Monterrey
Consuelo Garcia-de-la-torre
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Ciudad de Colores is an initiative part of Come Tabasco A.C. located in Villahermosa, Tabasco. Founded in July 2015, it currently has 10 direct employees and 11 artists collaborating. According to Daniel Toledo, Chief of Digital Marketing and Public Relations, Ciudad de Colores is an initiative whose main trigger is to change people’s perception about a community through urban art.
Instead of promoting a “civil war” or a civil strike due to anger or fear, the objective of these activities is to promote a happy environment in a peaceful way. The goal is to eventually transform the area into a happy place (as it used to be) where everyone can get along and push each other to act with goodwill.
The idea was inspired by other cities of the world that had done the same activity as a result of rising crime.
The desired impact of this initiative is to decrease the delinquency rate in Villahermosa, Tabasco. It is well known that this same initiative has decreased delinquency rates in other parts of the world. Also, facts show that 51% of these undesired events occur in downtown Villahermosa and that is the target for the painted murals and walls.
The business’ incomes serve to operate the business. If there’s extra profit, it’s applied to other projects. There are also indirect social benefits as the company, its partners and the entrepreneur’s shareholders benefit by an increase number of customers near the buildings of the project.
The social impacts include changes in how “Gaviotas” is perceived, motivating tourists to visit the city and, of course, reduce incidents in violence and crime. Increased tourism has a positive economic impact.
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