Downtown Pullman will get a makeover next weekend, trading its usual winter quiet for live music, interactive art and Valentine’s celebrations, when the Promote Pullman group hosts Lover’s Lane starting noon Feb. 14.
The event is designed to attract the community downtown for Valentine’s fun through a mix of art, music and community-bonding activities. Jandi Utzman, a fifth-generation Pullman resident, local business owner and the President of Promote Pullman, said she hopes the event attracts all age groups.
The afternoon will feature a variety of Valentine’s Day events with local artists and family friendly activities. One of the event highlights is “Murals Coming to Life” by Kyrie Rollins, an interactive experience that brings downtown murals to life.
Rollins, a longtime Pullman resident, WSU alum and downtown employee, collaborated with Promote Pullman after the group posted an AI-generated flyer promoting the Valentine’s Day event. Wanting to create real, local art and draw attention to Pullman’s murals, Rollins reached out to offer her help.
Utzman said the organization was stretched thin and resorted to AI art, but the Promote Pullman group welcomed Rollins’ help with open arms.
“You can still teach an old dog new tricks,” Utzman said in a post with an updated flyer.
Lover’s Lane comes at a time when several Pullman businesses have closed, including Lumberyard, Michelle’s Closet, Thomas Hammer, O-Ramen and others. Utzman said events like this are one way to reignite foot traffic and remind residents what downtown still has to offer.
“You need a vibrant downtown for when prospective students visit,” Utzman said.
Utzman said owning a downtown business has become increasingly difficult through tough economic times and that business owners have to be able to manage and market their business.
“We all have to be very smart about the size of the space that we are renting and we all have to be multitaskers,” Utzman said. “The ones who know the right [location] size, they know they have to work the business themselves and they are multiskilled.”
With Utzman’s family being in Pullman for five generations, they have seen the potential downtown holds.
“We’ve seen what [Pullman] used to be, what it can be and what we want the next generations to have to build on,” Utzman said.
She also has seen students wander around downtown all dressed up, except they do not know where to go. She believes downtown businesses need to boost student outreach, but there could also be more collaboration between WSU too.
“We [businesses] have to offer those specialized activities that will make them want to come downtown,” Utzman said.
The focus on downtown experiences is reflected throughout the Lover’s Lane event. Love Notes for Seniors will be hosted at Gabagool Charcuterie, Identity Salon, Palouse Country Candy, Flour Power Bakery and Modern Plantsman. Participating businesses will provide envelopes and decorations for attendees to write letters for seniors, which will be taken to Bishop Place and Regency Pullman retirement homes.
Live music from local artists will take place throughout the day beginning, with Joel and Phineous performing at noon inside Identity Salon, followed by Owen Skylstad at 2:30 p.m. The Euphoria Brass Quartet will then perform at 5 p.m. on the corner of Main and Grand, playing barbershop, folk and love songs.
Additional activities include free face and hand painting from noon to 2 p.m. at Palouse Country Candy, black-light bubbles from 5 to 6 p.m. on the corner of Main and Grand and a 6-foot heart installation. Local photographer Lydia Galle will be available to take photos from noon to 2 p.m.
Utzman hopes the event reflects how Valentine’s Day is evolving, especially for younger generations.
“For the younger generation, love means love yourself, get out and experience something for yourself, something for your pet, something for your buddy, your crush, something for a stranger,” Utzman said. “It’s just a day to get out and celebrate.”
With events like Lovers Lane, Promote Pullman plans to remind the community of the energy downtown still holds. From interactive murals and live music to love letters and family-friendly activities, the event offers something for everyone. Utzman said she hopes the event encourages students and longtime residents alike to explore downtown and support local businesses in a way that connects the entire community.
