The Cole Valley Fair started in 2003 with merchants wanting an event to connect the neighborhood that would feature artists who lived in the community. Maryo Mogannam of Postal Chase and Lori Elder of The Shop (in the current Lavande location) organized and produced the fair for the first 4 years which included vendors, food, music and the famous history corner, organized by resident Jessica Justino, featuring historical photographs of Cole Valley and the surrounding neighborhoods. They added the Cars on Cole classic car exhibition in 2006, which has been organized by local resident Chuck Canepa each year. The Cole Valley Improvement Association took over the production of the fair from 2007-2012, organized by Joan Downey, growing the festival each and every year. To ensure the annual Cole Valley Fair continued for the community, the owners of the family owned local businesses Midline and Lavation took over the production of the fair in 2013. Every year local residents flock to Cole Street to take part in the biggest community event to peruse local artists crafts, eat delicious food, listen to music and generally enjoy a fantastic day among friends.