January 19, 2021

Agenda Festival Drew Crowd With Pop-Ups, Ludacris Performance

Skaters, athletes and brands converged for the inaugural Agenda Festival on Saturday.
The result? It looks like the action sports and streetwear trade show organizer owned by Reed Exhibitions will bring the consumer-facing component back again next year.
The one-day event, which was tacked on a day after the biannual, two-day industry trade show Agenda concluded at the Long Beach Convention Center, drew more than 500 pop-up shops, athlete meet-and-greets, panel discussions, food trucks and performances throughout the day from Lil Dicky, Cam’ron, Ludacris, A$AP Rocky, Tyler the Creator, Nobunny, No Parents and others.
It was the first time Agenda was trying its hand at extending beyond buyers and brands to the general public in response to shifts in consumption.
“Right now we’re an experienced-based economy, and I think if you follow the data, people are spending less money on things and more on experiences,” Agenda trade show founder Aaron Levant told WWD in June. “There’s so much digital noise out there. There’s a lot of great content but very seldom do people get the real experience. So it’s about how can we open up to people and really let them engage.”
By the end of the festival, the convention center floor with all the

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