a21

What a21 does

a21 is a privately held, Miami-based full-service experiential marketing agency founded by Brett Friedman that owns, produces, and markets more than 1,000 live events annually across 40+ markets, spanning culinary festivals, art fairs, and music/lifestyle properties. Its owned IP includes marquee properties such as the South Beach Wine & Food Festival, New York City Wine & Food Festival, Pebble Beach Food & Wine, Atlanta Food & Wine Festival, and the AMP Art Fairs portfolio (Seattle, San Francisco, Art on Paper New York, Atlanta). The company monetizes through four interlocking revenue streams: event production fees, brand sponsorship and activation sales, full-service marketing agency retainers, and art fair gallery participation fees, delivered through six operational divisions — Talent Curation and Booking, AMP Art Fairs, Fabrication and Brand Experiences, Event Production, Marketing Services, and Partnership Sales & Fulfillment.

The underlying platform is an integrated experiential marketing stack rather than a software product: it combines talent procurement, production logistics, custom fabrication, partnership sales, and full-stack marketing services under one roof. Customer concentration is skewed to enterprise — Coca-Cola, American Airlines, Kroger, Publix, DoorDash, Shake Shack, MGM Resorts, Total Wine & More, and major spirits brands such as Diplomatico and LaCroix are named sponsors — while consumer demand is captured via 650,000+ annual ticket sales. Pricing is quote-based and project-specific, with no public rate cards. In February 2026 a21 acquired an equity stake in Two12 (a culinary talent management company backed by Paradigm Talent Agency) to vertically integrate talent representation with live event production, and has opened a London office to drive European expansion.

Name

a21

Legal name

a21

Website

https://teama21.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

51–100 employees

Short description

a21 is a Miami-based full-service experiential marketing agency that owns and produces 1,000+ live events annually — culinary festivals, art fairs, and lifestyle properties — and sells brand sponsorships, activations, and event production services to enterprise clients such as Coca-Cola, MGM Resorts, and American Airlines.

Ownership category

akta.pro rank

Product category

Experiential Marketing Services

NAICS

Convention and Trade Show Organizers (561920), Convention and Trade Show Organizers (56192), Advertising Agencies (541810)

SIC

Services-Miscellaneous Amusement & Recreation (7990), Services-Advertising Agencies (7311)

akta.pro primary industry

Food, Wine & Beverage Festivals/Expos (MPAGAFAE)

akta.pro secondary industries

Consumer & Public Shows (B2C) Organizers (THAHABAC), Beauty, Fashion & Pop-Culture Conventions (MPAGAFAG)

Keywords

• Experiential marketing services
• Event production
• Brand activation
• Festival management
• Corporate event planning

Headquarters

HQ city

Miami

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others, Supply Chain

Revenue model

1. Event Production Services: Fees for planning, coordinating, and executing live events across culinary, art, music, and lifestyle genres. Services include talent procurement, budget management, and on-site operations.
2. Brand Partnerships & Sponsorships: Revenue from connecting brands with consumers through event sponsorships, brand activations, and experiential marketing partnerships across a21's portfolio of festivals and events.
3. Marketing Services: Full-service marketing agency fees including advertising, public relations, branding, digital marketing, social media marketing, content marketing, email marketing, and event marketing.
4. Art Fair Production: AMP Art Fairs division generates revenue through gallery participation fees, collector access, and partnerships for art fairs including Art on Paper, San Francisco Art Fair, Seattle Art Fair, and Atlanta Art Fair.

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

a21 is a full-service experiential marketing agency that designs, produces, and markets live events including culinary festivals, art fairs, music festivals, and brand activations. The company owns and operates 1,000+ events across 40+ markets with major owned properties including South Beach Wine & Food Festival, NYC Wine & Food Festival, Pebble Beach Food & Wine, Atlanta Food & Wine, AMP Art Fairs, and Heritage Fire Tour. It delivers services through six integrated divisions: Talent Curation and Booking, AMP Art Fairs, Fabrication and Brand Experiences, Event Production, Marketing Services, and Partnership Sales & Fulfillment.

Product overview

a21 is a full-service experiential marketing agency that operates as a unified platform combining event production, brand engagement, and talent management services. The company owns and operates over 1,000+ events across 40+ markets, with a portfolio spanning culinary festivals (New York City Wine & Food Festival®, South Beach Wine & Food Festival®, Pebble Beach Food & Wine Festival, Atlanta Food & Wine Festival, Heritage Fire Tour, Whiskies of the World), art fairs (AMP Art Fairs division managing Seattle Art Fair, San Francisco Art Fair, Art on Paper New York, Atlanta Art Fair), and music/lifestyle events (SunFest, Beach Road Weekend, Seaglass). The company delivers integrated services through six operational divisions: Talent Curation and Booking, AMP Art Fairs, Fabrication and Brand Experiences, Event Production, Marketing Services, and Partnership Sales & Fulfillment. In February 2026, a21 acquired an equity stake in Two12, a culinary management company, to integrate talent representation with live experience production, expanding its platform capabilities across food, beverage, hospitality, and media sectors.

Differentiator

Problem solved

Functional benefit

Brands

• AMP Art Fairs: A creative events firm that designs, builds, promotes and produces important cultural experiences worldwide. AMP has produced art fairs since 2011 including Art on Paper, San Francisco Art Fair, Seattle Art Fair, and Atlanta Art Fair.

Products and services

• South Beach Wine & Food Festival

Named customers14 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core and minor.

• Two12coreStrategic or Co-development Partner · 18 February 2026a21 acquired an equity stake in Two12, a culinary-focused management company founded by Scott R. Feldman and backed by Paradigm Talent Agency. The partnership combines talent representation and live experience production under one integrated platform, expanding a21's presence across the culinary and experiential landscape. The deal integrates Two12's talent across a21's existing events including Pebble Beach Food & Wine, Puerto Rico Wine & Food Festival, and LA Wine & Food Festival with plans to expand into the UK.
• Paradigm Talent AgencycoreStrategic or Co-development Partner · 18 February 2026Paradigm Talent Agency and its subsidiary, Paradigm Media Entertainment, back Two12 and support the partnership through strategic alignment and expanded representation of resources to help scale opportunities across entertainment and media. The partnership creates a vertically integrated model where world-class culinary talent can move seamlessly between live events, media, and branded partnerships.
• MGM Resorts InternationalcoreStrategic or Co-development Partner · 18 February 2026a21 produces the Drink Las Vegas festival in partnership with MGM Resorts International. The inaugural four-day food and beverage event spans over 30 MGM Resorts venues on the Las Vegas Strip including ARIA, Bellagio, The Cosmopolitan of Las Vegas, and Park MGM. The event positions MGM Resorts as a leading force in the global culinary and cocktail scene.
• PRP (Sports Management Agency)minorStrategic or Co-development Partner · 18 February 2026PRP, a sports management agency, collaborated with a21 on organizing the Drink Las Vegas festival alongside MGM Resorts International. The partnership brings together experiential event production with sports/entertainment management expertise.
• Keep Memory AliveminorOthers · 18 February 2026A portion of proceeds from Drink Las Vegas festival benefits Keep Memory Alive, supporting brain health research and care at Cleveland Clinic Nevada. This is a charitable partnership rather than a commercial business relationship.

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Jack Morton Worldwide: Global brand experience agency owned by IPG that designs and produces live brand experiences, events, and experiential campaigns for major enterprise brands. Directly comparable to a21's Fabrication/Brand Experiences and Event Production divisions serving similar CPG and enterprise clients.
• George P. Johnson Experience Marketing: Large independent experiential marketing agency specializing in brand experiences, events, and exhibits for enterprise clients. Closely mirrors a21's full-service event production and brand activation offering for global brands.
• Mosaic Group: Experiential marketing agency focused on connecting consumers with brands through live experiences, field marketing, and shopper activations. Directly comparable in client base (CPG/retail) and service mix to a21's Partnership Sales & Fulfillment and brand activation work.
• MKG (MKG Events): Experiential marketing and creative agency producing live events, brand activations, and immersive experiences for enterprise brands. Closely comparable in service offering, client mix, and scale to a21's integrated experiential model.
• C3 (Create & Cultivate, C3 Presents): Event production and brand experience company behind major festivals (Austin City Limits, Lollapalooza) and corporate brand experiences. Directly comparable to a21 in large-scale festival ownership, food/lifestyle event curation, and brand sponsorship sales.

Broad incumbents

• Freeman (including Sparks): Largest brand experience company in North America, encompassing event production, exhibits, and digital experiences post-Sparks acquisition. A broader incumbent that overlaps with a21 across trade shows, exhibits, and large-scale event production.
• Wasserman: Sports, music, and entertainment marketing agency that represents talent, brands, and properties across experiential and live event work. Comparable to a21 in talent representation (via Two12/Paradigm tie-up) and brand activation for major sports and lifestyle sponsors.
• Endeavor (WME/IMG): Global sports and entertainment company owning IMG Events, talent agencies, and owned-event properties (e.g., Miami Open, Art Basel hospitality). Comparable to a21 in owned-event IP, talent representation, and large-scale culinary/cultural events.
• Live Nation Entertainment: Largest live entertainment company globally, operating festivals, venues, and ticketing. Overlaps with a21 in festival ownership (SunFest/Beach Road Weekend peers) and brand sponsorship activation within live events.

Emerging players

• BFA (formerly BizBash) Media + Experiences: Event industry media and experiential marketing company producing conferences and content for the events industry. A partial peer in the events trade space with adjacent content/media capabilities to a21's owned-event platform.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/teama21
• Instagraminstagram.com/a21presents
• TikToktiktok.com/@a21presents
• Facebookfacebook.com/a21Presents

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about a21