Son of a Botanist Productions & Name & Like, Inc. Present
Santa Fe Celebrates The Art · The City · The Tradition
Year One · Featured Artist Poteet Victory
August 2026 · Santa Fe, New Mexico · Indian Market Season

A month-long immersive art celebration anchored to Indian Market season — transforming Santa Fe's landmark public spaces into living canvases. Designed as a recurring annual tradition, with a new featured Indigenous artist each year.

115,000+ Indian Market Visitors
Already Coming
#3 Art Market in the U.S.
(Forbes 2024)
5 Landmark
Venues
August Opening Month
2026
See the Evidence Partner With Us
Santa Fe Celebrates Poteet Victory
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Concept Renders · Year One · August 2026

Poteet Victory's Art
On Santa Fe's Landmarks

These concept renders show exactly what Santa Fe Celebrates Year One looks like — Poteet Victory's palette-knife paintings projected at architectural scale across the city's most iconic public spaces.

Poteet Victory's paintings projected on Loretto Chapel, Santa Fe — concept render
Façade Projection Mapping · Concept Render
Loretto Chapel — Poteet Victory's Work at Architectural Scale
Poteet Victory's paintings projected on Canyon Road buildings, Santa Fe — concept render
Street Projection · Concept Render
Canyon Road — Buildings as Canvas
Poteet Victory's paintings projected across Santa Fe Plaza at night — concept render
Plaza Projection · Concept Render
Santa Fe Plaza — The Heart of the City

Concept renders for Santa Fe Celebrates Year One — Poteet Victory's paintings applied to three of the five planned projection venues. Every night in August 2026, his work transforms the city after dark.

The Concept

The City Becomes the Canvas

Immersive at Architectural Scale

Santa Fe Celebrates is a month-long public art event that transforms Santa Fe's most iconic landmarks into monumental living canvases. Every night in August 2026, Poteet Victory's work is projected across the Plaza, the Cathedral Basilica, Loretto Chapel, La Fonda on the Plaza, and city parks.

The work of Cherokee-Choctaw master painter Poteet Victory — palette-knife built, abstract, spiritually charged — rendered at scales never before seen. The city itself becomes the frame.

The immersive technology is led by Massimiliano ("Max") Siccardi — the world's most-produced creator of large-scale immersive experiences and creative director of the globally acclaimed Van Gogh Immersive, seen by 4.5M+ visitors in North America and 2M+ in Paris alone.

A New Annual Tradition

Santa Fe Celebrates is designed to recur each August — rotating featured artist, deepening the city's identity as the world capital of Indigenous art. Year One is Poteet Victory. Year Two, a new Indigenous master. Every August, a new story.

Year One anchors the event to the Victory on the Big Screen media slate: the Victory narrative feature film, the Outside the Frame docuseries, and The Invisible Canvas immersive experience — a convergent cultural moment pointing at Santa Fe.

By owning August, Santa Fe claims a month that already draws 115,000+ visitors for Indian Market and extends that cultural moment into a month-long event that fills hotels, restaurants, and galleries for four weeks — not a weekend.

The infrastructure exists. The audience exists. The art exists.
What Santa Fe has never done is transform itself into the art.
— The Santa Fe Celebrates Proposition
The Venues

Five Landmarks. One Living City.

Santa Fe already owns the most celebrated collection of historic public spaces in the American Southwest. Santa Fe Celebrates puts Poteet Victory's art on all of them — simultaneously, every night for a month.

Immersive Enclosure Santa Fe Plaza
The historic heart of the city — transformed into an immersive room-scale experience. Where Indian Market happens. The epicenter.
Façade Projection Mapping Cathedral Basilica of St. Francis of Assisi
The Cathedral's soaring stone façade becomes a canvas for Victory's paintings, animated at architectural scale under the New Mexico sky.
Façade Projection Mapping Loretto Chapel
Santa Fe's iconic Gothic chapel wrapped in palette-knife abstraction. Historic architecture meeting Indigenous sovereignty.
Façade Projection Mapping La Fonda on the Plaza
The legendary inn at the end of the Santa Fe Trail. Its Pueblo Revival façade part of the night's visual journey. Art and hospitality as one.
Immersive Enclosures City Parks (TBD)
Additional public parks across the city extend the experience to all residents and visitors. The art spreads through the city's green spaces.
Year One · Featured Artist

Poteet
Victory

Cherokee-Choctaw · Idabel, Oklahoma · Santa Fe

His name comes from two worlds that shaped everything he ever made. Poteet, from his mother's Cajun side. Victory, from his grandmother Willie Victory — a full-blood Cherokee-Choctaw woman whose storytelling planted the seed of every painting that followed.

Born in Idabel, Oklahoma in 1947, 90 miles from the end of the Trail of Tears. Bull rider at thirteen. Hippie commune in Maui. A silk-screen empire in Dallas with clients including Willie Nelson, Waylon Jennings, CBS Records, and Frito-Lay. Then he sold it, met Andy Warhol, studied at the Art Students League, moved to Santa Fe in 1989 with nothing — and invented an entirely new visual language.

He abandoned the brush entirely for the palette knife, building paintings in dense, glossy layers that carry Indigenous symbols and spiritual archetypes without ever illustrating them literally. Gallery owners say the work sells before it dries.

He is now the first inductee to the Semple Museum of Native American Art Hall of Fame, a Smithsonian collection artist, and owner of Victory Contemporary Gallery at 124 W. Palace Ave., Santa Fe.

Hall of Fame
First Inductee, Semple Museum of Native American Art HOF
Collection
Smithsonian Institution
Gallery
Victory Contemporary
124 W. Palace Ave., Santa Fe
Biography
Poteet Victory
J. Robert Keating, 2022
1947
Born in Idabel, Oklahoma
Raised by Cherokee-Choctaw grandmother Willie Victory. 90 miles from the Trail of Tears' end.
1960s
Rodeo circuit, military service
Bull rider, ranch hand. More lives than most people get in one.
Late 60s
Discovered by Harold Stevenson
Abstract Expressionist mentor — Guggenheim painter — called Warhol ahead to say he was coming.
1971
Maui commune — masters silk screening
Foundation of the technique that built his commercial empire.
1970s
Divine Designs, Dallas
T-shirt empire from scratch. Frito-Lay, CBS Records, Willie Nelson, Waylon Jennings.
Late 70s
Art Students League · Consulted with Warhol
Sold the business. Met Warhol at the Factory through Stevenson.
1986
BFA, Central State University
Formal credential to match an informal education of a lifetime.
1989
Arrives in Santa Fe
Bartended at Vanessie's. Hung his paintings on the wall. They sold. Abandoned brushes for the palette knife entirely.
2000
Trail of Tears Mural — commissioned, then rejected
University of Oklahoma. 13 ft × 60 ft. Imagery deemed too confrontational. Still in warehouse storage.
2022
Hall of Fame inductee · biography published
First inductee, Semple Museum of Native American Art HOF. Poteet Victory by J. Robert Keating.
2026
Santa Fe Celebrates Poteet Victory
His paintings on the landmarks of the city he made his home. At architectural scale. For a month.
The Evidence

What Immersive Public Art
Does to a City

Three cities have already proven what happens when you transform landmark architecture into public art. The data isn't aspirational — it's documented. Cincinnati built $142M in economic impact from a 4-day event. Amsterdam fills hotels for seven weeks. Barcelona draws 300,000 people in 3 nights. Santa Fe Celebrates deploys the same proven mechanism — anchored to 115,000+ visitors already coming for Indian Market.

Blink Cincinnati light festival
Cincinnati,
Ohio
Blink · Light, Art & Projection Mapping
$142M
Total Visitor Spending (2024)
2M+
Attendees · 4 Days
1,687
Jobs Created or Supported
15
Countries Represented
Financial & Non-Financial Impact

Economic Return

The 2022 edition generated a $126M direct economic impact for the Cincinnati region from a 4-day free event. The 2024 edition grew that to $142M in total visitor spending, with attendees from 15 countries and 19% coming from outside the region.

Artist Economy

$1.5M in direct artist commissions, honorariums, and art fees in 2022 alone — 71 artists from 18 international countries plus local talent. A genuine creative economy generator, not just a tourism draw.

City Identity

Cincinnati Mayor Aftab Pureval: "BLINK has firmly established itself as a cultural icon that reverberates energy and excitement across the globe." A city with no prior claim to global art status repositioned itself as a world-class destination — and is now expanding internationally for 2026.

Community Cohesion

Blink is free and covers 30 city blocks — including historically underinvested neighborhoods. 2 million people sharing the same public space for the same experience. The social capital generated is immeasurable.

A city with no pre-existing claim to global art status built $126–142M in economic impact and a lasting international reputation — from 4 days and public architecture it already owned.

Amsterdam Light Festival canals
Amsterdam,
Netherlands
Amsterdam Light Festival · 7 Weeks
1M+
Annual Visitors
7 Weeks
Duration (Nov–Jan)
7.5km
Canal Route
Since 2012
Annual Tradition
Financial & Non-Financial Impact

Tourism Extension

Designed for one explicit purpose: extend the tourism season into winter. It now draws over a million visitors annually — consistently filling hotels during what had been the city's quietest months. Two consecutive years above 1 million visitors.

Hotel Economy

Amsterdam now faces the opposite of a tourism problem — the city has imposed a cap of 20 million overnight stays annually and banned new hotel construction. The Light Festival helped build a year-round demand profile so strong the city has to limit it.

Cultural Positioning

Transforms Amsterdam's UNESCO-listed canals into an open-air gallery — reinforcing the city's identity as a UNESCO Creative City of Design. Fourteen editions in, it is a defining feature of Amsterdam's global cultural brand.

The Annual Flywheel

Seven consecutive weeks of programming means seven consecutive weeks of hotel occupancy, restaurant revenue, retail spending. A single weekend generates a spike; a month-long event generates a sustained economic ecosystem. This is the Amsterdam model — and the Santa Fe Celebrates model.

Amsterdam built a 7-week tourism anchor in its slowest season, now drawing 1M+ visitors annually. The cultural identity reinforcement was so successful the city's tourism problem flipped from too little to too much.

Llum BCN Barcelona projection mapping
Barcelona,
Spain
Llum BCN · Light Arts Festival
300K
Visitors · 3 Nights
3 Nights
Duration
Since 2012
Annual Tradition
Free
Public Access
Financial & Non-Financial Impact

Tourism in Slow Season

Llum BCN takes place in February — the quietest month of the year. 300,000 visitors in 3 nights, generating substantial revenue for hotels, restaurants, and retail in a period that would otherwise underperform. A pure stimulus mechanism.

Neighborhood Transformation

Anchored in Poblenou, once an industrial district. Llum BCN positioned it as Barcelona's creative and innovation hub — attracting tech companies, design studios, and cultural institutions. Light art as urban economic development.

Municipal Investment Logic

Organized and funded by the Barcelona City Council's Institut de Cultura. The city treats it as infrastructure — a recurring investment that pays returns in tourism, identity, and civic pride. The $2M ask for Santa Fe Celebrates follows this exact model.

International Recognition

Barcelona is the 2026 World Capital of Architecture — and Llum BCN is woven into that identity. Projection mapping on existing architecture is not separate from cultural identity; it is cultural identity, expressed at scale.

Barcelona fills its slowest 3 nights with 300,000 visitors while repositioning a neighborhood and reinforcing a global cultural brand. Santa Fe starts with an audience of over 115,000 already present for Indian Market.

Santa Fe,
New Mexico
Santa Fe Celebrates · Year One · August 2026
$200M+
Indian Market Economic Impact
115,000+
Indian Market Visitors (2024)
#3
Art Market in U.S. — Behind NYC & L.A.
$2M
City Investment Ask · Year One
Why Santa Fe Leads the Way

The Unfair Advantage

Cincinnati had to build its audience from scratch. Amsterdam had to create a winter season. Barcelona had to fill a slow month. Santa Fe already has over 115,000 people arriving in August for Indian Market — the largest Indigenous art market in the world. The audience is already there.

The Art Already Exists

Poteet Victory has spent 35 years building one of the most significant bodies of work in contemporary Indigenous painting. The paintings exist. The artist is here. The gallery is here. No other city in America has access to this material. Santa Fe Celebrates amplifies what is already the city's most powerful asset.

Extending the Season

Indian Market is one weekend. Santa Fe Celebrates is a month. That means 31 nights of hotel occupancy where there was previously a spike and a drop. Restaurants, galleries, retail — all sustained at Indian Market levels for four weeks instead of two days.

An Annual Platform

Year One is Poteet Victory. Year Two, a new Indigenous master. Over a decade, Santa Fe Celebrates becomes the defining cultural event in the American Southwest — the world capital of Indigenous art, not just the world's largest Indigenous art market.

Cincinnati built $142M in impact with a 4-day event and no pre-existing art tourism infrastructure. Santa Fe starts with over $200M in Indian Market economic impact, 115,000+ visitors already present, and the world's most compelling living Indigenous artist. The question is not whether this works. The question is whether Santa Fe leads, or lets another city show it how.

Why Now

Six Reasons Santa Fe Can't Wait

01
The Audience Is Already There
115,000+ people arrive every August for Indian Market — the largest Indigenous art market in the world. No other city in America starts with that audience already in place for an Indigenous art event. Santa Fe's competitive advantage is a built-in crowd every other city would spend millions to acquire.
02
The Landmarks Are Already There
The Cathedral Basilica. Loretto Chapel. La Fonda. The Plaza. Every façade Santa Fe Celebrates maps onto is already a destination tourists pay to visit. The immersive technology activates landmarks the city already owns, requiring no new infrastructure investment.
03
The Artist Is at Peak
Poteet Victory is the first inductee to the Semple Museum of Native American Art Hall of Fame, a Smithsonian collection artist, and subject of a major biography — all within the last four years. This is the moment of peak cultural recognition, happening now, in Santa Fe.
04
The Media Slate Amplifies Everything
The Victory feature film, Outside the Frame docuseries, and The Invisible Canvas create a convergent media moment. Santa Fe Celebrates is the live public face of a multi-platform cultural phenomenon. National press. Documentary attention. Streaming deals. All pointing to Santa Fe in August.
05
The Immersive Market Is at Inflection
The Van Gogh Immersive sold over 3 million tickets in North America in 2021 alone and has since reached 4.5M+ North American visitors, plus millions more globally. The immersive art market is demonstrably one of the highest-conversion cultural tourism formats in the world — and it has never been applied to a living Indigenous artist with Poteet Victory's stature. First mover advantage is real and available now.
06
The Annual Model Compounds Returns
A one-time event generates a spike. An annual tradition generates compound identity. Blink is Cincinnati's cultural icon. The Amsterdam Light Festival is Amsterdam's winter brand. After ten years of Santa Fe Celebrates, the answer to "what is Santa Fe" has a new dimension — one that serves the city's economy for decades.
The Immersive Execution

Creative & Producing Leadership

Creative Director · Immersive
Massimiliano
"Max" Siccardi
Creator: Van Gogh · Frida Kahlo · Klimt · Da Vinci Code (in development)

Massimiliano Siccardi is the world's most-produced creator of large-scale immersive art experiences. His Van Gogh Immersive has been seen by over 4.5 million visitors in North America alone — plus 2M+ in Paris at L'Atelier des Lumières — described as "the Steven Spielberg of installation art shows."

He curated 60,600 frames of video, 90,000,000 pixels, and 500,000 cubic feet of projections set to original music for the Van Gogh experience alone. Santa Fe Celebrates brings this proven global format to the art of Poteet Victory and to the streets, façades, and public spaces of Santa Fe itself.

For the first time, a Siccardi-scale production will be applied to a living Indigenous artist's work — outdoors, across an entire city, for a month.

Siccardi Van Gogh Immersive — wheat field room-scale projection
Van Gogh Immersive — Starry Night floor-to-ceiling projection with visitors lying down Van Gogh Immersive — mirror columns with Starry Night projection Van Gogh Immersive — self-portrait and night river projection Van Gogh Immersive — sunflowers bedroom self-portrait panels
Siccardi's Van Gogh Immersive · 4.5M+ Visitors in North America · 2M+ in Paris
Van Gogh Immersive · By the Numbers
4.5M+Visitors · North America
2M+Visitors · Paris Alone
30+Cities Worldwide
90MPixels Per Show
500KCu. Ft. Projection
60,600Frames of Video
Creator of: Van Gogh · Frida Kahlo · Klimt · Da Vinci Code (in development with Dan Brown)
See It For Yourself

Watch the Van Gogh Immersive
Official Sizzle Reel

This is what Siccardi builds. This is what comes to Santa Fe — with Poteet Victory's paintings.

Watch the Van Gogh Immersive official sizzle reel — click to play on YouTube
Official Sizzle Reel · YouTube Immersive Van Gogh — by Massimiliano Siccardi
Click to watch on YouTube · 4.5M+ visitors in North America · 2M+ in Paris · 30+ cities globally
Producer
Marc Sternberg
Son of a Botanist Productions LLC
MA, MBA, MFA (Chapman University). Fulbright Specialist 2024–2027. Leads creative development and all IP rights across the full slate. Producer, 2025 Infinity Festival Monolith Awards.
Producer
Andrea Bari
Name & Like, Inc.
Entertainment attorney and educator. Head of XR, Infinity Festival. 12+ years across De Line Pictures (Warner Bros.), Tom Hanks' Playtone, and two entertainment law firms. Co-Executive Producer, 2025 Monolith Awards.
Creative Lead · Immersive
Max Siccardi
Siccardi Creations
Celebrated large-scale immersive artist. Creative director of the architectural-scale installation. Creator of the globally acclaimed Van Gogh Immersive, seen by 4.5M+ visitors in North America and 2M+ in Paris alone.
Producer
Doug Dearth
One In A Row Films & Corporate Media
President, One In A Row Films & Corporate Media. Full-service boutique production company. 13+ years developing and producing feature films, documentaries, TV, and music videos.
August 2026

A Month-Long Cultural Event

Santa Fe Celebrates runs throughout August 2026, building in intensity toward Indian Market — then sustaining through the cultural events that follow.

Week OneAug 1–7
Opening Nights
Projection mapping activates across all five venues. Nightly programming begins. Opening ceremony at Santa Fe Plaza.
Week TwoAug 8–14
Building Momentum
Artist talks. Gallery programming at Victory Contemporary. Curator evenings and collector previews.
Anchor WeekAug 15–21
Indian Market
115,000+ visitors. Every venue at full activation. The world's largest convergence of Indigenous art audiences — inside the immersive experience.
Week FourAug 22–28
Native Film Festival
Santa Fe Native American Film Festival. Immersive programming converges with Indigenous cinema. Expanded evening hours.
Closing WeekAug 29–31
Indigenous Fashion Show & Finale
Indigenous Fashion Show. Closing ceremony. Final activation of all venues. The city marks the close of Year One.
Victory on the Big Screen

Three Projects. One Vision.

Santa Fe Celebrates is the live event component of a three-track media slate — each track self-standing, each amplifying the others.

Project I · Primary
Narrative Feature Film
Victory
The Forrest Gump of the art world. Based on the biography by J. Robert Keating.
A prestige biographical drama. Target writers: the Coen Brothers. Director shortlist: Sterlin Harjo, Debra Granik, Andrew Dominik, Autumn de Wilde. Three-actor approach across Poteet's arc. Option and shopping agreements in place.
Project II
Prestige Documentary Series
Outside the Frame
Eight Indigenous artists. Eight nations. The American West as you have never seen it.
Season One: 10 episodes profiling eight Indigenous fine art painters drawn from eight distinct tribal nations. Poteet Victory anchors Episodes 1–3. The thematic spine is his Trail of Tears mural: commissioned, rejected, and stored.
Project III
Immersive Art Experience
The Invisible Canvas
Indigenous art transformed into monumental immersive experience — with Max Siccardi.
The paintings of Poteet Victory and fellow Indigenous masters, rendered at architectural scale. Santa Fe Celebrates is the annual live public expression of this project — returning each August, with a new featured artist each year.
August 2026

Partner With
Santa Fe Celebrates

Son of a Botanist Productions and Name & Like, Inc. are seeking City of Santa Fe funding, corporate sponsorship, and venue, hospitality, and cultural institution partners for Year One — Santa Fe Celebrates Poteet Victory, August 2026.

Contact Marc Sternberg Contact Andrea Bari
The Full Slate
victoryonthebigscreen.com
Marc Sternberg Producer Son of a Botanist Productions LLC marcsternberg13@gmail.com sonofabotanist.com
Andrea Bari Producer Name & Like, Inc. bariandrea@gmail.com nameandlike.com
Doug Dearth Producer One In A Row Films & Corporate Media dearth.doug@gmail.com oneinarowfilms.com