CollegeFest is Boston's biggest back-to-school event, held annually in a single day at the House of Blues. Running since 1985, it gives brands access to over 10,000 college students during a formative window when their habits, preferences and brand loyalties are being formed. The audience is entirely Gen Z college students from Massachusetts-area schools, plugged into campus culture and highly responsive to sampling and peer-driven buzz. The event is built for activation: product sampling, student ambassador recruitment, pre-event and on-campus buzz across Massachusetts schools, and media integration through radio, student newspapers, street teams and digital campaigns. For brands chasing awareness, trial and word-of-mouth among Gen Z, CollegeFest is Boston's top venue.