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Shown is an aerial view of the 2021 block party at Pierson Park hosted by the Creative Cromwell District. This year’s event is being held Saturday from 1 to 7 p.m.

A mural on the side of the building shows fundraising goals for the Cromwell Creative District earlier this year.

CROMWELL — A local nonprofit arts group is hosting its second annual summer festival this weekend to celebrate local businesses and organizations while also drawing people downtown.

This year’s event has undergone a makeover, organizers said.

The Cromwell Creative District will hold its summer fest Saturday from 1 to 7 p.m. at Pierson Park on West Street. This free event, which the district rebranded from last year’s block party, “A Taste for the Arts,” will include live music, artisan and craft vendors, food trucks, and various family activities.

To help boost attendance at this year’s event, the organization scrapped the block party moniker and chose a name that would appeal to a wider audience, Interim Chairwoman Katie Daigle said.

“We wanted to make it something bigger to help everyone understand it’s a town-wide summer festival — not just one neighborhood block party,” Daigle said.

Other aspects have also been revamped, such as its lineup of bands and vendors. Performing musicians will include Jam Station (classic rock), the Ed Misenti Group (soul jazz), Sez Zion Re-loaded (contemporary jazz/rhythm and blues), and Milagro, a Santana cover band.

The festival will also feature over 70 vendors — nearly double the amount from 2021. Among the many types of artisan crafts on display will be jewelry, sea glass, and hot-sauce making kits.

Organizers decided to drop the 1-mile color run that only drew a small turnout last year. Other activities will be offered instead, including an American Ninja Warrior Junior-themed obstacle course for children, a stilt walker, and an appearance from a character in “Encanto,” a Disney movie that is “really huge for all the kids right now,” Daigle explained.

The CCD has spent more money organizing summer fest than it did with last year’s block party, using funds from a previous fundraiser to invest thousands of dollars in quality live, local entertainment, Daigle said.

The hope is that additional investments in professional musicians, extra vendors, and other activities will further establish the event, and, in turn, allow the district to more easily secure event sponsors in the future.

As a nonprofit, the CCD primarily relies on fundraising and private donations to operate its projects and events. For summer fest, Daigle said, district officials visited local businesses, both big and small, to gauge their interest about becoming a sponsor.

The sponsorship fundraiser had several different levels, with donations ranging from $100 to $1,000, she added. Businesses who make up the highest level of sponsorship are called creative partners. This year, they include Covenant Living of Cromwell, Intuition Art Collective, and A Better Life Homecare.

Since its inception nearly four years ago, the CCD, which encompasses the area from the Connecticut riverfront to Main Street, has aimed to revitalize downtown Cromwell through creative ideas and collaborative projects. Through its many events — such as the scarecrow and painted rock scavenger hunts — the agency also strives to promote local businesses and spur economic growth in the area.

Town Councilman James Demetriades, the former CCD chairman helping organize the event, said that, while he believes downtown Cromwell has been underutilized, the CCD and town’s Parks and Recreation department have heavily invested in making the area more exciting. These initiatives include the district partnering with local businesses and the town to install public murals.

One of the goals of her organization, Daigle said, is to transform the sleepy feel of downtown Cromwell to resemble the bustling nature of neighboring municipalities, such as Main Street in Middletown.

“It’s not the area of town that a lot of people go to, so our goal is to get people to come to that side of town and see all that it has to offer,” she said.

Those who attend Saturday’s event can park in front of the playground at Pierson Park, in the public lot on Community Field Road, or at Town Hall, 389 West St., if other options are full.

The weather forecast for Saturday appears promising, an encouraging sign after last year’s attendance suffered because of an impending hurricane, Demetriades said.

“Turnout was a little depressed,” he said. “So, this year, I’m hoping we come roaring back.”

district.org and the Cromwell Creative District Summer Fest on Facebook.