404 Day Weekend
April 4 is Atlanta's area code, its identity, its shorthand. We turned that into a civic holiday recognized by the city, the state, and the U.S. Congress. Every year we produce the parade, the block party, and the scholarship gala from the ground up.
April 4 became a holiday because the city decided it was one. We just built the thing worthy of the date. 404 Day Weekend is now the official activation, produced by ButterATL through The 404 Collective, and it runs on the energy of a town that shows up when it matters.
Start with the parade down Peachtree Street. More than 3,000 walked it, thousands more lined the route. The block party pulled 11,327 people. Add the scholarship gala and the weekend cleared 22,565 RSVPs. Since 2022, more than 100,000 people have moved through it, and the whole thing has put over $2.7M back into Atlanta.
That kind of scale gets noticed. 404 Day Weekend is recognized by the City of Atlanta, the State of Georgia, and the U.S. Congress. It's also where brands come to reach Atlanta on Atlanta's terms. Adidas and The Athlete's Foot dropped a 404 Day Superstar with the Collective, built for the occasion, not bolted onto it.
If you're looking at Atlanta event sponsorship, this is the room. 404 Day is Atlanta's holiday, and every year the weekend gets bigger. We're building the next one now.