not quite clear on the concept

I went to another (mini) festival this evening.  It was called the Face of the Fort and took place on and around the old Wells Street Bridge. This is a really nifty old iron bridge, now used only for foot traffic. It was worth the walk over to see the bridge but otherwise the event didn't excite me.  Perhaps I just didn't understand the purpose.  There was a band playing soft rock and they were rather good and there were concession stands where one could buy food or beverages. All rather traditional. The bridge was decorated with painted beach balls hung from the top of the two sides of the bridge, while more painted beach balls floated in clusters in the river. The ones suspended overhead on the bridge were nearly all painted with faces, not very well done but then I don't imagine painting on a beach ball can be very easy. Ah well, I'm sure someone more in the know than I am appreciated the significance.