Plans for the consumer-facing Agenda Festival next month were tabled amid lackluster interest from brands.
The festival component launched in 2017 under Agenda founder Aaron Levant and was seen as a way of reviving and evolving the traditional model. Originally, the festival had been tacked onto the tail end of the Long Beach trade show for the action sports and streetwear industries.
This year’s Agenda Festival was originally scheduled June 28-29.
“Our market research and prior Agenda Long Beach events indicated there was an opportunity for a stand-alone consumer event for the action sports and youth culture market,” said Rob Weinstein, vice president of marketing at ReedPOP West. “Unfortunately, the response from the industry brands did not align with our research. Ultimately, we opted to cancel the event rather than deliver one that is less than a world-class experience for both brands and attendees.”
The company in November had said it was converting its flagship show in Long Beach, where Agenda first started, in favor of the festival concept in a move that left Las Vegas the remaining Agenda for the trade. Show organizers at the time said the decision was in response to feedback they were hearing from brands.
The Agenda trade show for brands and buyers remains and will continue to be an industry-only event, with Agenda Las Vegas set for an Aug. 12-14 run. The show returns to the Sands Expo Center at the Venetian/Palazzo, alongside Liberty Fairs, following a brief stint in downtown during the February season.
“For the near future, Agenda is only B2B,” Weinstein said. “Our goal is to always serve the streetwear, surf and fashion lifestyle communities in the best ways possible, whether that’s industry or consumer-facing.”