APRIL 2017 (LOS ANGELES, CA) – In a move to disrupt the tradeshow format, Agenda will be launching a festival by adding a third day to its flagship show on July 15th, 2017 at the Long Beach Convention Center.

The additional day will be open to the public and dedicated to shopping and brand activations. Agenda's festival experience will house over 500 pop-ups shops from today's most influential surf, skate, and lifestyle brands while surrounded by musical performances, art installations, panel discussions, skate contests, athlete/influencer meet & greets and a locally curated food selection.

This dynamic shift in the business model is part of the strategic expansion plan implemented by Aaron Levant, founder of Agenda and SVP of Reed Exhibitions. The festival will offer a new opportunity for the industry to engage directly with consumers in a unique environment. "This is an entirely new platform disrupting all conventional trade event formats," says Levant. "I believe as an industry we spend to much time talking to ourselves, when the line is now blurred between brands, consumer, retailers and media companies. Now is the time to break the established mold of the past. We're tearing down the walls around the industry and letting the fans come pouring in."

The Long Beach show will continue its two-day trade format on Thursday, July 13th and Friday, July 14th. On Friday afternoon, July 14th Agenda will offer digitally focused workshops developed for its brands and retailers. These workshops will enable and help our brands / retailers to navigate online retail, digital customer acquisition and social media where the sessions will be lead by top speakers in their respective fields. The Agenda festival will launch on Saturday, July 15th with the hours of 11:00 am – 8:00 pm. The projected 10,000 attendees will experience musical performances from both upcoming and established acts. The music, speaker and brand line-up will be announced within the coming months.

More information is available on www.Agenda.com/festival and you can stay informed by following us on Instagram at @Agenda.

About Agenda:

Agenda is the most diverse and creative lifestyle fashion trade show in the world. Since 2003, Agenda has emerged as the premier destination for brands and retailers to converge. Agenda is where passion becomes profit and the business of creativity is conducted in a truly authentic environment. What began as a satellite show with a small grouping of 30 brands has since transcended into the quintessential lifestyle fashion trade show. Agenda's portfolio now includes four shows, in two cities, expertly curated with over 1,000 brands and a recurring brand-building conference. Buyers, brands, investors, distributors, and media hail from around the globe, gathering at Agenda to build partnerships, participate in the community, and grow their businesses.