More than 60 businesses across Twin Falls are displaying yellow flags bearing a red heart this month, signaling to passersby that original artwork is inside and open for public judging. The display marks the start of the 16th annual Art and Soul of the Magic Valley competition, which runs through June 27.
The contest, which organizers describe as the largest cash-prize public-voting art contest west of the Mississippi River, features more than 220 entries spread across participating storefronts throughout the city. With $50,000 in total prize money on the line and community members casting the deciding votes, the event has grown into one of the Magic Valley’s signature cultural traditions.
Businesses Open Doors as Temporary Gallery Space
For three weeks, participating businesses essentially double as neighborhood art galleries, hanging original works and welcoming foot traffic from residents looking to view and evaluate the entries. Melissa Crane, director of the event, said the commitment from local businesses is something organizers don’t take lightly.
“Those businesses serve as a temporary gallery for three weeks, which is a fair commitment,” Crane said. “So we’re really grateful to our community and those businesses for that support.”
The arrangement puts art directly into everyday commercial spaces — coffee shops, retail stores, and service businesses — rather than limiting the contest to traditional gallery settings. That accessibility has been central to the event’s appeal and its growth over 16 years.
Among the longest-standing participants is Bull Moose Bike Shop in downtown Twin Falls. Owner Christopher Cawthra said his shop has been part of the contest from the very beginning, displaying one piece each year. For Cawthra, the motivation is personal as much as civic.
“We’ve been active in Art and Soul since the beginning,” Cawthra said. “I’m a musician, and so when we can support another type of artist, it’s pretty awesome.”
His perspective reflects a broader sentiment among participating businesses — that hosting artwork is a way of giving back to the creative community that helps give Twin Falls its character. The Filer Fish Fry Fundraiser is another example of how Magic Valley communities rally around shared traditions year after year, but Art and Soul stands out for the sheer scale of business participation it generates across Twin Falls proper.
How Voting Works and Who Can Participate
Voting is open to anyone 16 years of age or older, and there is no cap on the number of votes a single person can cast. Participants can register to vote either by stopping in person at the Arts Center office or by scanning a QR code posted at any of the participating venues. Voting remains open through 11:59 p.m. on June 27.
The contest kicked off June 5, giving residents roughly three weeks to visit participating locations, take in the entries, and weigh in on their favorites. The combination of the yellow flag signage and the broad distribution of artwork across dozens of businesses is designed to draw casual observers into the experience — not just dedicated art enthusiasts.
Downtown Twin Falls, already seeing activity from ongoing development projects along the canyon rim corridor, benefits from the additional foot traffic the contest generates. The city has been working to energize its commercial core, and community events that bring residents into storefronts align with those broader goals. For context on other changes reshaping the Twin Falls skyline, see this report on construction near the Perrine Bridge area.
What Comes Next
The Art and Soul of the Magic Valley contest continues through the end of June, with voting closing the evening of June 27. Prize awards follow the close of the public voting period. Residents throughout Twin Falls County still have several weeks to visit participating businesses, view the more than 220 entries on display, and cast their votes before the deadline. With 16 years behind it and a growing roster of participating storefronts, the contest shows little sign of losing momentum as a fixture on the Magic Valley cultural calendar.