Join us Sept. 24 in NYC to connect with execs from Digitas, Claire's, Marriott, Havas and others
If Complex Networks’ ComplexCon has been the paragon of a publisher event, Popsugar’s Play/Ground offers an alternative, more replicable model, especially as companies like Popsugar parent Vox Media ramp up their experiential businesses to span more than 100 in-person events this year.
This year, Popsugar pared down its health- and wellness-centric event from a two-day, 15,000-person festival to a one-day, 600-attendee affair that it hosted on June 2 in Los Angeles, as documented in the video below.
“We decided that the experience in person was better, smaller and more intimate and people just had a better experience here so they could really have conversations and engage with each other, engage with our vendors,” said Tara Reilly, vp of experiential and partnerships at Vox Media.
The event’s attendee count may have been smaller, but its list of activities was packed, from beauty treatments and B12 shots to fitness classes and on-stage sessions.
“I did the sculpt class. I got a B12 vitamin shot. I’ve had food. I got a little eye makeup done. So I’ve just been taking it all in,” said one attendee.
More in Media
Walmart adds marketplace data, deeper AI features to Scintilla insights platform
The upgrade includes access to marketplace data, customizable dashboards, custom alerts, a deeper version of its Marty agent and a closer link with the Scintilla data platform.
How women athletes are betting on the creator playbook
Women athletes are increasingly leaning on content creation to build their brand, grow their sports’ fandom, and help close salary gaps.
Axios preps new Axios Direct feeds for AI models, agents as revenue tops 2026 goal
Axios has reached its revenue goal for 2026. Now the news publisher is building a new revenue stream to keep up the pace in 2027 and beyond.