Overview 404 Day is Atlanta's own holiday, named for the city's original area code and thrown every April 4, and the main event is a free, all-day festival in Piedmont Park with RSVP entry. It started in 2012 as underground parties and block gatherings and moved into Piedmont Park in 2023. The 2026 edition was its 15th, and the day had grown to include a parade, a 5K and a run of after-parties across the city. On site The park day runs noon to 9 p.m. A main stage carries Atlanta DJs, national touring DJs and surprise local names. Around it sit an Art District with live graffiti, digital installations and photo moments, a Food Village of Atlanta food trucks, and a Vendor Market where nearly 100 local brands, from fashion to handmade goods, turn the park into a pop-up mall. In 2026 the day also carried the second annual parade, 1.1 miles down Peachtree from Ralph McGill Boulevard to Underground Atlanta, and a 5K benefiting 100 Black Men of Atlanta. Audience The festival says 75% of its crowd is 18 to 40 and that 60% post from the day within 24 hours, so the park doubles as a content feed. Hundreds of local vendors sell on the day, many of them Black-owned and women-owned. Track record Attendance and spend have climbed every year in the park. 2024 drew 10,000-plus people, 50-plus vendors and over $35,000 in bar sales; 2025 drew 15,000-plus, 75-plus vendors and nearly $50,000 at the bar. The festival counts 2.3 million impressions across Instagram and TikTok, clips shared by creators with a combined 20 million followers, and coverage on Hot 107.9, Atlanta News First and Good Day Atlanta. Brand presence Partners are sold by level, from a single 10-by-10 activation up to a presenter with as many as ten on-site activations, first choice of location, the biggest name on the poster and on-site signage, the most time on the main-stage video wall and category exclusivity. Every level includes content capture and placement across 404 Day's own channels. Sponsor support is what keeps the park day free.