Photos and Report from Agenda Festival
The 2nd annual Agenda Festival was held Saturday in Long Beach, California.
This year the Agenda Show and Festival teamed up with the Dew Tour to create a four-day celebration of skateboarding, music, fashion and culture.
Attendees could go back and forth between the festival and the Dew Tour throughout the day.
Many industry executives showed up at the Dew Tour to check out the contests.
The Agenda Festival was designed to connect the brands with the new generation of consumers.
The event was busy throughout the day and attendees, mostly in their teens and early 20s, were excited about the shopping, giveaways, and concerts.
While some brands decided to pack up before the Festival, many stayed for the the consumer-facing event.
In addition to selling merchandise, many booths had games and giveaways.
Some brands such as Kaohs Swim, Kya Swim and Lira chose to partner with retailers to create their pop-up shops.
The majority of brand owners that we spoke with were glad that they had decided to stay for the festival.
“It has been a good opportunity to meet the consumer and spread the word about the brand to people who hadn’t heard of it,” Slowtide Co-Founder Kyle Spencer said. “It’s also cool that these kids get a chance to talk to the owners of the brands and ask them questions. I had someone ask me what I studied in college in order to start the company.”
Both the Dew Tour and Agenda Festival had art installations around the events.
“We created the Love & Guts gallery so that the new generation can learn about the art and culture aspect of the skate industry,” Melissa Gullotti of the Dew Tour said.
The Stab Magazine installation in the surf area of Agenda featured 30 influential people in the surf industry including surfers, entrepreneurs, restaurant owners and models.
“We wanted to introduce tomorrow’s culture shifters,” Aaron Carrera of Stab Magazine said. “It is a diverse group of new faces doing new things in the industry, not just athletes.”
Throughout the day there were a variety of panel discussions featuring industry influencers Pat Ngoho, Steve Caballero, Christian Hosoi, Steve Olson, C.R. Stecyk, Lance Mountain, Chris “Drama” Pfaff, Dee Murthy, Josh Luber, Blake Anderson, Anders Holm, Adam DeVine and Kai Lenny.
The indoor concert hall filled up with attendees, with performances by Lil Yachty, Billie Eilish, FIDLAR, Yung Lean, Lecrae, Denzel, Curry, Na-kel Smith, Spaghetti Boys and Blondie Beach.
The event closed out with headliner Brockhampton.
Check out the photos from the Festival floor and who we saw at Dew Tour in the slideshow: