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Agenda Festival Recap

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  • Over 15,000 people came out for the first ever Agenda Festival in Long Beach
  • PacSun Buying Director, Men's Tops Richard Cox, VP of Men's Bobby Goodwin and daughter Vivienne Goodwin, and Senior Buyer Tyson Boretz
  • PacSun's pop-up shop featured apparel made specifically for the festival as well as items from the back-to-school assortment
  • RVCA Graphic Designer Jon Brong, VP of Marketing Brian Cassaro, Social Media Coordinator Cam Kruger, and Marketing Stu Green
  • Electric brought in artist James Haunt to paint and auction off sunglasses
  • Electric sunglasses hand painted by James Haunt
  • John Ito highlighting Hurley's Limited Edition line sold only at the festival. The line was created around the idea of "California Classics."
  • Adidas Skateboarding featured an interactive experience. Capsule collections were on display in a gallery-like setting. Signings were held with many of the athletes and artists behind the collections.
  • Adidas Skateboarding included a retail component where consumers could purchase items from the capsule collections
  • The Nixon Custom pop-up bar where you could create and personalize a custom watch
  • The Dark Seas pop-up shop was set up in a swap meet style. Some of the owner's own belongings were sold at the festival.
  • Tavik took an interactive rather than a retail approach to the festival. Attendees were filmed walking through the booth and received a free tee.
  • Element set up a pop-up shop with Furnace skate shop with skateboards, tees and hats
  • Slowtide owner Kyle Spencer said that the festival was a great opportunity to sell product and get feedback from customers
  • Emerica and many other skate brands brought in athletes for signings. The signings were very popular and often had lines around the booths.
  • Stance brought in artist Kevin Lyons to create a live mural during the festival
  • Hurley sponsored the main stage which featured performers such as Tyler, the Creator, Ludacris, Cam'ron, Lil Dicky, The Beat Junkies, YesJuiz, and DJ House Shoes
  • Neff's custom hat station
  • Katin opted out of selling merchandise and set up an area for guests to play games
  • Primitive Skateboarding had a signing with its team riders. They also sold a limited edition skateboard that was exclusive to the event.
  • Attendees lined up to jump into the ball pit to win giveaways from Richer Poorer

The first ever Agenda Festival was held on Saturday in Long Beach, California.

After 14 years of producing business-to-business trade only experiences, the Agenda Long Beach show opened its doors to the public.

Over 15,000 people of all ages and interests showed up for the music and shopping experience across the skate, surf, street culture, food and art communities.

The event hosted over 500 pop-up shops and brand activations featuring Levi’s, Hurley, Champion, Converse, New Balance, Patagonia, Mitchell & Ness, adidas Skateboarding, Nixon, Herschel Supply Co., Stance, Poler, Rip N Dip, Staple, and RVCA, as well as the first ever “Dream Battles” live skate contest hosted by The Berrics and featuring Paul Rodriguez and PJ Ladd.

The main stage, presented by Hurley, included performances from Tyler, the Creator, Ludacris, Cam’ron, Lil Dicky, The Beat Junkies, YesJulz, and DJ House Shoes. The second stage, presented by Volcom and hosted by Burger Records, and featured performances from The Garden, Nobunny, No Parents, Fat Tony, and Cowgirl Clue. RVCA also brought in local bands, giving them a chance to perform at a crowded event. 

Aaron Levant of Agenda said the goal behind the Agenda Festival was to create a “Blockbuster to Netflix” moment for the trade show model. With today’s evolving technology and media landscape, the trade show and retail industries are changing rapidly, and the consumer component was a way to try a new format. 

The festival was also aimed to get a new generation of kids excited about the industry. Agenda offered free admission to retail floor staff from PacSun, Active Ride Shop, Zumiez, as well as many smaller surf and skate shops.

While some brands weren't sure what to expect leading up to the event, all of the brands we spoke with on Saturday had positive feedback and thought it was a great addition to the tradeshow.

Check out photos from the Festival in the slideshow.  

 

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