Stanton, California

Rodeo 39

A Bold Identity for an Eclectic Food Hall

Project type

Brand Development Public Art & Murals

Project sector

Food & Beverage Retail Environments & Graphic Design

Exterior view of Rodeo 39 Public Market at dusk in Stanton, CA, featuring a vibrant geometric mural in bold colors, modern white and wood-clad facades, string lights, globe pendant lighting, and a illuminated vertical "Phoholic" sign, with guests gathered outside along the streetfront.

Project info

Client Almquist

Architect Bickel Group Architecture

Landscape SWA Group

Additional services

Wayfinding Signage Design Experiential Graphic Design

Additional markets

Mixed-Use Design

Bringing together an eclectic mix of tenants unified by a bold brand expression

Renewing an Existing Place

Rodeo 39 began with the transformation of an existing commercial building along State Route 39 in Stanton, California. Rather than constructing something entirely new, the project focused on renewing a familiar structure and giving it a new role within the community. What once functioned as a typical retail building was reimagined as a lively public market designed to attract visitors and contribute fresh energy to the surrounding neighborhood.

Developing the Brand

RSM Design worked with Almquist to develop the brand identity for the destination, including the name, logo, and visual character. The market hall brings together an eclectic mix of tenants, including food and beverage vendors, a brewery, a flower shop, and a tattoo parlor, creating a layered experience that reflects the creative spirit of the area. The name Rodeo 39 captures both the energy and the location of the project. “Rodeo” suggests movement and excitement, while “39” references the nearby state route that anchors the destination within its local context.

Art as Wayfinding

As the design developed, Stanton’s strict signage code limited the size and number of traditional signs allowed on the property. In response, RSM Design identified several large, empty wall surfaces on the building and transformed them into murals that function as both art and wayfinding. The murals, designed and hand-painted in house by the RSM Design team, span more than 2,500 square feet across the building’s exterior. Each mural serves a specific role, from announcing the project along the boulevard to guiding visitors with directional graphics and drawing attention to the entrance with a bold burst of color. Together, they help the renewed building stand out while contributing character to the surrounding streetscape.

Daytime exterior facade of Rodeo 39 Public Market in Stanton, CA, featuring a bold red neon sign above floor-to-ceiling storefront glazing, with an outdoor patio below shaded by black-and-white striped umbrellas and seating for Old Tang Brewing.

Before photo of the Rodeo 39 project site in Stanton, CA, showing the existing vacant strip mall with dated Spanish-tile roofing, stucco facades, white columns, and chain-link construction fencing along an empty parking lot.

Reimagining an existing structure as a lively culinary destination

Service

Urban Repurposing & Revitalization

Lively outdoor courtyard at Rodeo 39 Public Market at dusk, with guests dining and gathering on tiered wood platform seating beneath a canopy of glowing globe pendant lights, surrounded by mature trees, red café chairs, and lush greenery.

Close-up upward view of oversized white globe pendant lights suspended overhead against a bright sky, with warm wood slat cladding visible along the building facade at Rodeo 39 Public Market in Stanton, CA.

Daytime exterior of the Utopia Studios Virtual Reality tenant at Rodeo 39 Public Market in Stanton, CA, featuring a warm wood slat facade, black steel trellis entry framed by vertical illuminated signage, globe pendants strung overhead, and lush landscaping with colorful seating.

Interior of the "First Coffee" bar inside Rodeo 39 Public Market, featuring a curved white oval soffit with gold lettering, a tiled counter with brass base, tropical leaf wallcovering, and pendant lighting beneath an exposed wood beam ceiling, with Bearded Tang Brewing and other vendor stalls visible in the background.

Interior corridor of Rodeo 39 Public Market with guests browsing vendor stalls, featuring illuminated hanging signs for Creamery Fika and ORNG CNTY, bold tropical and graphic murals, exposed ductwork, polished concrete floors, and moss wall accents beneath a wood beam ceiling.

Close-up of the tap list menu board at Bearded Tang Brewing inside Rodeo 39 Public Market, displaying craft beer names, styles, and ABV percentages on black slat signage mounted in front of stainless steel brewing tanks.

Hanging hexagonal neon sign for Bearded Tang Brewing inside Rodeo 39 Public Market, featuring a glowing blue neon border, illustrated tang fish, and bold gold lettering, suspended from chains against an exposed ceiling with a graphic mural column in the background.

RSM Design developed the name, brand, and logo for Bearded Tang, a brewery within Rodeo 39, along with environmental graphics and wayfinding.

Project

Bearded Tang

RSM Design created a series of nine custom beer can designs for Bearded Tang.

See more

Interior of the Bearded Tang Brewing production area at Rodeo 39 Public Market, with stacked stainless steel kegs and brewing equipment in the foreground and a large branded wall mural featuring the bearded tang fish mascot surrounded by a school of blue fish illustrations.

Immersive murals that pull people in, creating a memorable sense of place

At Rodeo 39, RSM Design turned empty wall space into something purposeful. Large-scale murals pull people toward the food hall and quietly guide them once they’re inside. Each piece was designed to feel integrated with the space, adding character while helping orient the experience.

The RSM Design team were on site painting the murals themselves, carrying the work from concept through installation. Watch the video to see how it all came together.

Video

Daytime angled exterior view of Rodeo 39 Public Market in Stanton, CA, showcasing the bold red neon sign above floor-to-ceiling glazing, open patio seating with white chairs, and the edge of the vivid geometric mural in teal, green, orange, and red visible on the adjacent facade.

Three young women taking a selfie in front of the bold multicolored geometric mural on the exterior facade of Rodeo 39 Public Market in Stanton, CA.

The RSM Design team had the opportunity to visit Rodeo 39 together, hearing the story behind the design, exploring the space, and sharing a meal.

Video

RSM Design & Rodeo 39

A pedestrian walks past the large-scale geometric mural on the exterior facade of Rodeo 39 Public Market in Stanton, CA, featuring bold interlocking triangular forms in a full spectrum of colors including teal, yellow-green, purple, orange, red, and pink.

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