MONTAGUE — After reviewing submissions from 354 applicants, a steering group has selected North Carolina-based muralist Darion Fleming to paint a 3,200-square-foot mural on the east exterior wall of the Shea Theater Arts Center in Turners Falls.

The steering group’s unanimous decision, announced at Monday’s Selectboard meeting, followed a months-long process that involved multiple meetings, interviews and deliberations. However, Town Planner Maureen Pollock said Fleming’s unique artistic talent and style, combined with his experience painting a “plethora” of large-scale murals, made him stand out from the other applicants.

“His prior work and submission was extraordinary, and the committee expressed the high artistic quality of Fleming’s work and noted his distinctive style as compared to many other muralists,” Pollock said. “His ability to mold both realistic as well as graphic elements into one composition with a focal point elicited reactions from the committee such as: captivating, arresting, impactful. ... The committee sees this choice as an opportunity to enforce Turners Falls’ reputation for taking a chance with our artistic excellence to highlight our rich sense of place.”

The Shea Theater mural project was first launched through RiverCulture, an organization that seeks to foster Montague’s creative economy, in collaboration with the town Planning and Conservation Department.

The Selectboard approved the $30,510 project in January, following a previous vote to allocate $25,000 of the town’s American Rescue Plan Act funding toward the project. The town also established an eight-person steering committee to select the best artist. The members are: Pollock, RiverCulture Program Director Suzanne LoManto, fashion designer Richie Richardson; longtime Franklin County Chamber of Commerce marketing manager Lisa Davol, who also spearheaded RiverCulture when it was first created; Shea Theater Vice President/Treasurer Josh Goldman; Shea Theater Managing Director Linda Tardif; graphic designer and Nova Motorcycles co-owner Peter Chilton; and Leo Hwang, Montague Center resident and assistant academic dean at the University of Massachusetts Amherst College of Natural Sciences, who also does collaborative work with Mass Humanities, a cultural nonprofit.

Of the $30,510, Fleming will be paid $15,000 for the mural, with the rest of the funds covering supplies, travel and lodging expenses.

Fleming, who is based in Charlotte, North Carolina, began his mural art career by drawing chalk art in a local brewery taproom in 2017. In his artist profile for the North Carolina art festival Charlotte SHOUT!, Fleming stated that the brewery hired him a year later to paint his first mural on the side of the building. Fleming wrote that he is entirely self-taught, learning his art through “trial and error.”

In an interview Tuesday, Fleming said he does not yet have a “solidified” design for the mural, as he wants to develop a better understanding of Turners Falls, its residents and its history before completing his design. He added that he’s interested in adding town-specific “Easter eggs” to the piece.

“We want this mural to be community driven and have community input,” Fleming said. “I applied because I really love the idea of being able to travel and explore new places, meet new people, learn about the history and elevate my artwork in that way. … I want to do something that’s going to resonate with locals.”

Explaining the steering committee’s choice, Pollock said Fleming’s style departed from traditional community murals, which committee members feel tend to be “busy with many themes that dilute the composition.”

“We’re really lucky to have him. He’s a young man on his way up, and I think in a very short period of time we wouldn’t be able to afford him because he will be in such high demand,” LoManto said.

With the mural planned for completion in September, Pollock said the steering committee will likely hold a community input session at the theater in June to brainstorm which particular elements and styles community members would like to see represented in the mural. Upon its completion, Pollock said she would like to hold a ribbon-cutting event and possibly a block party to unveil the artwork.

“Just looking at the work that he has selected — the level of talent, the range that he shows in the different styles and the subject matter,” said Selectboard member Matthew Lord, “I’m really excited that Darion will be coming and doing this mural here in Montague.”

Anthony Cammalleri can be reached at acammalleri@recorder.com or 413-930-4429.