PopSugar Brings Back Play/Ground as Events Business Grows

PopSugar is bringing its annual festival Play/Ground back for a third year, and the business of the event is starting to take shape.

“The first year was definitely an investment,” Sugar said. “Year two was a break-even and this year we feel like we’ll be making great money from it.” “There’s a community building around it; people on Instagram are already asking what the dates are this year so they can plan,” Sugar said. “As a company, we definitely see how we can do more of these, we’re capable of building off this Play/Ground intellectual property.”

“That’s what’s so exciting, we’ve built this place that brands are really enjoying,” Sugar said. “There is an education process though as well, because bands don’t see a technical return on investment like they would with a banner ad.”

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