Rodeo 39: Transforming a Strip Center into a Vibrant Night Market

Rodeo 39, designed by RSM Design, reinvents a former strip mall into a lively community destination with bold environmental graphics and functional typography. In this interview, Suzanne Redmond Schwartz, founding partner at RSM Design, shares how the team harnessed cultural narrative and human-centered design to create an unforgettable public experience.

Award: Creative Communication Awards Winner, Environmental Graphics / Functional Typography
Project: Rodeo 39
Firm: RSM Design
Lead: Suzanne Redmond Schwartz

1. Can you tell us about your background and your approach to experiential graphic design?

Suzanne Redmond Schwartz: As a founding partner at RSM Design, I direct and inspire our team with a passion for connecting people to place. I distill the essence of a brand and bring it into the built environment with clarity, purpose, and imagination. By integrating every element seamlessly into the architectural context, I help unlock design’s transformative potential and create experiences that truly resonate.

My world-class experience has transformed projects from Saudi Arabia to Southern California, earning accolades and positioning RSM Design as a global leader in architectural graphic design. I have a keen ability to see the extraordinary in the ordinary, applying the principle that no design problem is too small or large to yield something magnificent.

I hold a BFA in Graphic Design and Packaging from Art Center College of Design and a BS in Business from UC Santa Barbara. I’m also actively involved with SEGD and WBE.

2. What was the brief for Rodeo 39, and what goals guided its success?

Suzanne Redmond Schwartz: The task was to transform an old strip center into a vibrant community destination with culturally relevant food offerings that attract locals and visitors. Local code restrictions on typography meant we envisioned it as a “billboard without words,” using bold murals to guide visitors toward the entrance along the busy street. Inside, we channeled the energy of a night market with neon signage and playful typography to make food the star and enhance the entertainment vibe.

Our client chose to remodel rather than demolish, inviting us to collaborate on branding, naming, wayfinding, murals, and creating a cohesive environment inside and out. Local artists and fabricators helped bring the vision to life. The goal: to make Rodeo 39 iconic, memorable, and community-centered.

3. What inspired the visual and environmental design of Rodeo 39?

Suzanne Redmond Schwartz: The name “Rodeo” evoked a gathering place for food, fun, and performance. We also looked at Asian night markets, where the food preparation is part of the entertainment. Local artists created murals inspired by urban tattoos, celebrating local culture. Clean, modern exterior signage balanced the bold, colorful murals. The “39” nods to State Route 39, the site’s street address.

4. What challenges did you face, and how did you overcome them?

Suzanne Redmond Schwartz: The project spanned two municipalities, complicating coordination and approvals. Sourcing true neon artists was also a challenge, as neon is a dying art often replaced by LED. We collaborated closely with mom-and-pop tenants to elevate their branding so it aligned with the overall vision for signage.

5. What sparked your passion for graphic and environmental design, and how has your journey evolved?

Suzanne Redmond Schwartz: I’ve always loved art, design, color, architecture, and fashion. After a business degree, I discovered my true passion for graphic design at Art Center, drawn to 3D and architectural graphics for their permanence and impact. Over time, I’ve learned that every design problem, no matter the scale, can yield something magnificent when approached with imagination.

6. How do you stay updated on trends like AI, and what is your perspective on its role?

Suzanne Redmond Schwartz: AI is another amazing tool in our toolbox, only as good as its input. You still must be creative. If you snooze, you lose!

7. What steps do you take to keep growing as a creative professional?

Suzanne Redmond Schwartz: Having a killer growth mindset keeps me open to new ideas and experiences: new places, films, music, and books. Life itself inspires creativity.

8. What everyday influences spark your imagination?

Suzanne Redmond Schwartz: I love creative problem-solving, whether naming a food hall or designing its signage. Every day offers a choice: repeat routines or try something new. Seeking small sparks of joy keeps me from getting stuck in a rut.

9. Who are the creatives you admire most?

Suzanne Redmond Schwartz: Paula Scher, Ray Eames, Barbara Stauffacher Solomon, Yayoi Kusama, April Greiman, and the Gee’s Bend Quilt Artists.

10. How do you balance client needs with your creative solutions?

Suzanne Redmond Schwartz: It’s not about imposing a personal style but about exceeding client expectations with solutions they need but never imagined. Each project should bring pride to both the designer and the client, because a well-solved design problem is the best answer.

11. What does winning a Creative Communication Award mean to you and RSM Design?

Suzanne Redmond Schwartz: RSM Design is excited and honored to be recognized among our peers. This award celebrates our team’s dedication to creating meaningful, people-centered experiences.

Crafting Community Destinations

Rodeo 39 proves that environmental graphics and functional typography can revitalize ordinary spaces into dynamic community hubs. By combining playful night-market energy, bold murals, and strategic wayfinding, RSM Design has set a new benchmark for place-based branding that draws people in and keeps them engaged.