in 2015, a $100,000 grant from the community foundation's hawley and myrtle quier fund to the reading downtown improvement district started the free downtown alive outdoor concert series, which was intended to showcase how vibrant downtown reading can be. the first season of the series had performances by striking matches, andrew mcmahon, and the gin blossoms. the series was expanded in 2016 and included performances from brothers osborne, the struts, a double-billed appearance by toad the wet sprocket and rusted root, marc broussard, and the pat mcgee band. in 2017, it was announced that the lineup for the series would include charlie cruz, frankie negrón, the eli young band, the cadillac three, sister hazel, the griswolds, 24 horas, george lamond, and funk salsa urban.