The Wichita Falls Art Association is a non-profit organization which is dedicated to promoting the visual arts in the Texoma area. This group began in 1949, from a small group of artists at the Women’s Forum. During the 1960’s male artists began to join the group. In the 1990’s the association became a member organization of the Kemp Center for the Arts. In 2012 the WFAA opened the Wichita Falls Art Association Gallery in the Holt Hotel. Since then a burgeoning art district has risen up in the area. Now the gallery is involved in the After Hours Art Walks, the Stroll & Roll, and a part of most of the downtown events.