404 Day 2026
The ask
Atlanta's homegrown holiday needed to be more than a date on the calendar. It needed a citywide celebration the whole city could show up for, safely, with the City of Atlanta behind it.
What we made
Four days of intentional programming produced by The 404 Collective and fully sanctioned by the City of Atlanta: the 3rd Annual 404 Fund Scholarship Gala, a City Hall proclamation naming the Collective "404 Day! Weekend Leaders," FROM 404 With LOVE on the Retreat rooftop, the Run Atlanta 404 Day! 5K, the 2nd Annual 404 Day! Parade through Downtown, and the 404 Day! Weekend Block Party at Underground Atlanta.
What happened
Mayor Andre Dickens' administration backed the weekend, the parade drew grand marshals from Da Brat and Judy Dupart to Pastor Troy and Organized Noize, Bankroll Ni performed "I'm So ATL" with the Mayor joining her onstage, and the Collective extended its five-year streak of incident-free 404 Day! celebrations.