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The PIV's covered skate pavilion in West Milford, New Jersey, in June 2023, its cinder block walls and columns freshly painted white by the township.
Supplied media

Supplied archive image. The PIV after the township repaint, June 2023.

  • West Milford, New Jersey
  • Founder Initiative / Community Impact

A Skatepark. A Community. A Reason to Take Action.

In 2023, Lucas Mora brought his hometown skateboarding community together through grassroots awareness, a community skate jam, a cleanup involving more than 25 volunteers, and advocacy that led to municipal improvements.

Begin the story

The PIV, June 2023, after the township repainted it. From Lucas’s archived Instagram story.

At a glance

Founder Initiative

Personal, unpaid community initiative. Not a client engagement.

Organization
The PIV
Industry
Community Impact / Skateboarding
Project type
Skatepark advocacy, skate jam event, volunteer cleanup
Period
2023
Location
West Milford, New Jersey
Contribution
Skatepark advocacy, skate jam event, volunteer cleanup

Project highlights

Community cleanup volunteers
25+
People who showed up to clean the PIV.
Community skate jam organized
1
Promoted on Instagram, with giveaways.
Community initiative
2023
May and June, West Milford, New Jersey.
A tangible improvement following advocacy
Municipal repainting
Township crews repainted; Lucas pushed for it.

Reported by Lucas Mora and documented in his archived Instagram stories. No reach, attendance, volunteer hours, or giveaway values are claimed.

01Origin

Where It All Started.

Long before FXXK Agency, skateboarding was one of the biggest parts of Lucas’s life. He learned to skate at the local skatepark in West Milford, New Jersey, known to everyone who uses it as the PIV.

It was more than a place to ride. It was where he made friends, learned new skills, built confidence, and became part of a community.

The video beside this text is the first one he made there, before the park became popular and before much of its skate infrastructure was built. It captures his relationship with the PIV years before the 2023 initiative: proof that he cared about this place long before he was organizing events or building businesses.

Posted
Where
The PIV, West Milford

The date comes from the post’s Instagram ID, which records when it was published.

Lucas Mora’s first video at the PIV, posted September 16, 2019.Original post on Instagram (opens in a new tab)

02The challenge

A place worth keeping, with an uncertain future.

In 2023, West Milford was planning a new senior/community center at Nosenzo Pond Park, supported by county open space funding. At the time, Lucas understood that the redevelopment plans could put the skatepark at risk.

The PIV had other problems too. Graffiti covered much of the pavilion, its condition had slipped, and parts of the town saw it as an unsafe or unwelcoming place, not somewhere to send younger kids or families.

None of this was about seniors versus skaters. A community center is a good thing for a town. The point Lucas wanted to make was that recreational spaces matter for people of every age, and that young residents needed somewhere to skate, socialize, and get better at something.

What the records show

  • Township business in April 2023 referencing a Senior/Community Center at Nosenzo Pond Park.
  • Passaic County Open Space Trust funding of up to $750,000 for a community center at Nosenzo Pond Park, later carried as a budget line.

What they do not show

A decision to demolish the skatepark, or that this initiative changed any redevelopment decision. Neither is claimed here.

03Taking initiative

No organization. No team. Just a reason to start.

Lucas decided to act on his own. Nobody hired him and nobody asked. He started posting Instagram stories about the PIV: what it meant to him, why the town deserved a place to skate, and what it could become.

The stories were personal and direct, posted day by day so people could follow along. Each one ended with something to do: show up, help out, message him.

  • 01Give local teenagers a productive place to spend their time.
  • 02Make families comfortable visiting the park, especially in the mornings.
  • 03Bring positive attention to the local skate community.
  • 04Show that skateboarders care about maintaining the space.
  • 05Build relationships between residents and skaters.
  • 06Ask for involvement, not money.

Why the PIV matters

Giving back to West Milford

04The skate jam

Bringing People Together.

Lucas organized a community skate jam at the PIV and promoted it on Instagram. To reward people for coming, he gave things away: clothing, shoes, stickers, and accessories, some donated and some his own.

  • Skate jam at the PIV, 5 PM

    The announcement. Shoes, boxes, and clothing laid out on the floor before the jam, with a two line call to show up.

  • Handing it out at the park

    Clothing and a sheet of skate stickers passed to a skater under the PIV’s roof, with graffiti covered walls behind them.

  • Clean the PIV, then skate

    Giveaway items hung on the graffiti wall: skate stickers, a Thrasher magazine, snacks, bags, and more, with the deal for the day.

  • From fruit snacks to a skate jam

What was given away

  • Skateboarding merchandise
  • Clothing and shirts
  • Shoes
  • Stickers
  • Accessories
  • Other donated or personally supplied products

About the $1,000. A May 15, 2023 story says Lucas had assembled $1,000 for the skate jam. That is his statement at the time, quoted from the archive. It is not verified event spending.

05The cleanup

25+ People. One Shared Purpose.

After the awareness campaign and the jam, Lucas organized a cleanup at the park. More than 25 people showed up to help.

He provided the supplies and organized the effort. The message he’d been posting all week was simple: you don’t need money to make a difference. Thirty minutes and a willingness to help can be enough.

It was the moment online awareness became real participation: skaters and residents working on the same space, and showing the town that the people who use the PIV care what it looks like.

Thirty minutes to help clean up

The volunteer ask: if you’re in West Milford and need something, ask. In return, give 30 minutes to help clean the PIV. Supplies provided.

Help without spending money

The core message of the campaign: there are many ways to be a helpful part of the community without spending money. Come help out.

06The result

From Awareness to Action.

  1. 01 · May 13 to 14, 2023

    Community awareness

    Instagram stories explaining why the PIV mattered and what it could be for families and kids.

  2. 02 · May 2023

    Skate jam

    A community skate jam at the PIV, promoted online, with giveaways of clothing, shoes, stickers, and accessories.

  3. 03 · May 2023

    Volunteer cleanup

    More than 25 people gave their time to clean the park, with supplies provided.

  4. 04 · May to June 2023

    Continued advocacy

    Lucas kept pressing for the space to be improved so younger kids and families would feel welcome.

  5. 05 · Documented June 14, 2023

    Municipal repainting

    The township painted over graffiti on the pavilion in white. Lucas advocated for it; township crews did the work.

The township repaints

A month later: fresh white paint over the pavilion’s walls and columns, where graffiti had been. A few marks remain higher up and on the low wall.

“I was able to get the town to repaint!”

After the cleanup and continued advocacy, Lucas got the township to repaint areas of the park. The township painted over the graffiti on the pavilion’s walls and columns in white, giving it a cleaner, more welcoming look.

That mattered most for younger kids and their families, the people Lucas hoped would feel comfortable using the space in the mornings.

To be precise about roles: Lucas advocated for the improvement and documented it. The township did the painting.

07In his words

What It Meant to Me.

The PIV is where I learned to skateboard. It was one of the places that shaped who I became.

When I saw that the future of the park was uncertain, I wanted to do something about it.

I didn’t have a huge organization or an established team behind me. I used what I knew, reached out to people, organized events, and encouraged my community to get involved.

Seeing more than 25 people come together to clean up a place that meant so much to me was something I’ll never forget.

Getting the town to repaint the park afterward showed me that speaking up and taking initiative could lead to real improvements.

This project wasn’t about making money. It was about giving something back to the place where I grew up.

Lucas MoraFounder, FXXK Agency

08Beyond business

Before the agency, the same instincts.

This was not an FXXK Agency project. Nobody paid for it, and it wasn’t done to promote a business. It was a personal initiative in Lucas’s hometown.

But it shows how he works. Before he was building websites and campaigns for businesses, he was already using communication, community, and initiative to make a difference in the place he grew up. Those principles still shape how he approaches every business, campaign, and digital project today.

  • Communication

    Saying plainly why a place matters, in the voice of someone who uses it.

  • Community building

    Bringing skaters, families, and neighbors into the same space for the same reason.

  • Storytelling

    A run of honest stories, posted day by day, that people could follow and act on.

  • Event organization

    A skate jam with a time, a place, a reason to come, and something to take home.

  • Organic social awareness

    No ad budget. Just a clear ask, shared where the community already was.

  • Turning ideas into action

    From a post to a cleanup crew of 25+ to a repainted park.

09Historical archive

The record, as it was posted.

Ten Instagram stories from May and June 2023, in the order they were posted. Each is an original screenshot: only the phone’s status bar and reply bar are cropped. Open any story to inspect it at full size.

Showing all 10 archived stories.

The call to show up

Skate jam promotion, giveaway items, merchandise handed out at the park, and the public reason behind it.

  • Skate jam at the PIV, 5 PM

  • Handing it out at the park

  • Why the PIV matters

The ask: thirty minutes

Why Lucas wanted to give back, the volunteer cleanup call, and a plan to talk with the community.

  • Giving back to West Milford

  • Thirty minutes to help clean up

  • Help without spending money

  • Talking to the community

Gathering resources

Resources for the jam, and giveaway items on the wall with the day’s plan: clean first, then skate.

  • From fruit snacks to a skate jam

  • Clean the PIV, then skate

The result

The pavilion after the township repainted it.

  • The township repaints

Source note. Volunteer count, the skate jam, and the township’s repainting are reported by Lucas Mora and documented in his archived Instagram stories from May and June 2023. Municipal records show a planned senior/community center at Nosenzo Pond Park. They do not show a decision to demolish the skatepark, and this page does not claim the initiative changed any redevelopment decision.

Scope of the work

Personal initiative. No agency services claimed.

Community impact work Lucas Mora organized himself, unpaid and outside any client engagement. Shown as personal initiative, never as an agency engagement, a client result, or a paid project.

  • Outside this scope

    Custom Websites

  • Outside this scope

    SEO & AEO

  • Outside this scope

    Paid Advertising

  • Outside this scope

    Video & Content

  • Outside this scope

    Operations Portals

  • Outside this scope

    AI Automation

Project phases

What happened. What comes next.

  1. Delivered

    Community initiative, May to June 2023

    • Instagram awareness campaign
    • Community skate jam with giveaways
    • Volunteer cleanup with 25+ people
    • Advocacy followed by township repainting

Questions

About the PIV initiative

Straight answers about what happened, and what is not claimed.

What is the PIV in West Milford, New Jersey?

The PIV is what local skaters call the covered skate pavilion near Nosenzo Pond Park in West Milford, New Jersey. It is where Lucas Mora, founder of FXXK Agency, learned to skateboard.

What did Lucas Mora do for the PIV skatepark in 2023?

In May and June 2023 Lucas ran an Instagram awareness campaign about the park, organized a community skate jam with giveaways, organized a cleanup that more than 25 people joined, and advocated for improvements until the township repainted areas of the park, which he documented on June 14, 2023.

Did the initiative save the skatepark from demolition?

That is not claimed. Township records from 2023 show plans and county funding for a senior/community center at Nosenzo Pond Park, and at the time Lucas understood those plans could affect the skatepark. The records do not show a demolition decision, and nothing here says the initiative changed one. What is documented is the skate jam, the cleanup, and the repainting.

Who repainted the park?

The township did. Lucas advocated for the improvement and publicly documented the result on June 14, 2023. He did not do the municipal painting himself.

Was this an FXXK Agency client project?

No. It was a personal, unpaid initiative in Lucas’s hometown. It is shown as a Founder Initiative, separate from client case studies, because it reflects how he works: clear communication, community building, and turning attention into action.

Related work

Another perspective on the work.

Shred.Co business website captured from www.theshred.co
Experience & Community

Community / Skateboarding programs

Shred.Co

Lead skate instructor: children’s classes, school events, volunteer work, therapeutic skate lessons, and employee management, with digital marketing now getting started.

West Milford, New Jersey · 2023

Impact Isn’t Always Measured in Revenue.

Sometimes it’s measured in the people who show up, the spaces we improve, and the communities we bring together.

More about Lucas Mora About FXXK Agency