Downtown Live is an annual summer music series, organized and presented by Gilroy Downtown Business Association. The mission of GDBA, and Downtown Live by extension, is to build community pride by re-stablishing Downtown Gilroy as a safe, revitalized, livable and economically vibrant area, rich in diversity of people, unique restaurants, specialty retail, community events and entertainment.

In 2023 Sour Pea Design took on promotion of this 8-week event. Over the course of the 8 weeks, the event has seen substantial growth in all measurable areas of success, including attendance, drink and merch sales, engagement on social and feedback from the community.