JASPER – Three new artists, three new walls.
That is what’s being promised for the fourth installment of the UpLift! Jasper Mural Festival this month.
Founded in 2022 by Logan Ireland and Oliver Andrew, the festival has previously created 12 outdoor murals throughout town, with the goals of boosting tourism during the shoulder season and enhancing the cultural fabric of Jasper.
“It has already started becoming a destination where people actually travel to watch the painting happen,” Ireland said. “Once they’re done, the murals are here kind of permanently, and I think it’s just another reason for people to travel to Jasper.”
Organizers received 257 applications from artists across the globe for the 2025 festival. Out of these, three were chosen to come to Jasper and help beautify the community.
Argentinian muralist Fio Silva has already created a mural of a phoenix on the wall behind Whistlers Inn. The theme is one of rebirth, in light of last year’s wildfire. Silva noted how wildfires had also devastated Patagonia in southern Argentina earlier this year.
“I think that it's important to try to take care of our memory, even the things that are not good and are sad,” she said. “Memory is really important for building a future, building better things, maybe being better prepared for the next [generations]. I hope that the people can receive this intervention in that sense.”
As for what the two remaining artists will be painting exactly, that will be revealed in time.
“We like to keep that a secret,” Logan said. “It’s kind of fun to have people watch it develop. Oliver and I, we get to see the designs beforehand, and I can say that we’re blown away by the designs artists have submitted so far as we always are.”
Spanish artist Tirso Paz, known professionally as Bublegum, will be painting from May 4 to 10 on the Earls building back wall.
Bublegum is renowned for his ornamental style, a fusion of nature and intricate filigree. In 2024, his “Ornamental Ocelot” mural in his hometown of Valencia, Spain, was named Best Mural in the World (Artist’s Choice) by Street Art Cities.
“We’re super excited not only that this guy applied but that he’s available,” Ireland said.
Only one mural titled “Melt” was affected by the wildfire. While the piece is mostly intact, it will remain inaccessible for several years until the building at 610 Patricia St. is restored.
To help compensate artist Tyler Toews, he was invited back this year to complete another mural at the east entrance underpass from May 8 to 21.
Because Toews specializes in anamorphic-style paintings that play with perspective, he is a perfect fit for painting an underpass wall where motorists will only be able to see the mural at an angle.
Ireland emphasized this area held “immense significance” since this was the gateway to the Jasper townsite.
“Two, three million visitors a year come under that archway, and that’s their first touch point of the town of Jasper,” he said. “It has to be dealt with the respect and understanding that this situation deserves, and we think Tyler is uniquely qualified to be able to navigate that and deliver something that the whole town will be proud of.”
The festival may also commission some satellite murals toward the end of the tourism season, but details are still pending.
Ireland acknowledged it had been a challenging year as Jasper continues to recover from the wildfire, but while they have a lower number of sponsors this year, a few larger ones had stepped up to help ensure the festival went forward, with Tourism Jasper and CN each providing $35,000.
In addition, the rebuild itself could lead to the creation of new canvases for muralists, although Ireland estimated there were 10 to 20 ideal walls still available in Jasper.
“I would bet that at 10 years, we’ll still not be in a position where we would have to consider repainting over any of the murals,” Ireland said. “We’ll have to cross that bridge when we come to it, if we ever consider that.”
Last year, there were concerns Parks Canada’s proposed guidelines for murals would impact the festival, but according to Ireland, the agency had been receptive to their input and was comfortable with UpLift! proceeding as usual.
Ireland added the festival not only encourages visitation and cultural learning and growth but also enhance local pride.
“I’ve had people tell me they take a different bike route home just so they can go past a colourful mural,” he said. “It literally forms a bit of the backdrop to people’s lives. You go and play tennis, and now you’ve got this beautiful mural in the background. So, there’s a huge local component.”
Festival events include the fourth UpLift! Annual: An Elevated Art Affair and unveiling parties for each mural. See the festival’s Instagram for updates.
