What Showcase Atlanta does

Showcase Atlanta is a public-private not-for-profit initiative created by the City of Atlanta in October 2024 under Mayor Andre Dickens, designed to ensure that major events (centered on the FIFA World Cup 2026, with Super Bowl LXII 2028 and NCAA Final Four 2031 in the pipeline) deliver economic benefits to local small businesses and residents. The initiative operates a portfolio of platforms, programs, and citywide activations rather than a single product: an official Vendor Directory (atlantabusinessshowcase.com) connecting event planners and corporations with local businesses; a Business Readiness Platform offering a 10-minute assessment and technical-assistance workshops; grant programs including the $100,000 Digital Marketing Grant (Google Ads, delivered with the Latin American Association), the $150,000 Community Engagement Grant (eight neighborhood-led events), and the $30,000 Youth Entrepreneurship Accelerator (ages 16–21); the Atlanta Business Readiness Loan Fund ($5,000–$15,000 low-interest loans via Invest Atlanta and financial partners); and high-visibility activations such as the Welcome to ATL Experience (a DoorDash-presented downtown vendor marketplace spanning 16 selling days), Global Grub Alley (a pedestrian food-truck corridor with 20–30 trucks operated by the Food Truck Association of Georgia), 17 Miles United (a BeltLine cultural relay), Capture-the-Flag ATL (a digital passport experience), and A Celebration of Soccer & Sound (a Ludacris-headlined festival at Piedmont Park).

Showcase Atlanta is governed by co-chairs Arthur Blank (Owner and Chairman, Blank Family of Businesses) and Carol Tomé (CEO of UPS), with presenting sponsor Delta Air Lines, delivery partner UPS, silver sponsor Arrive, and bronze sponsor Flock Safety. Revenue is not publicly disclosed; the entity does not charge SMBs for directory listings, assessments, or workshops, and funds its work through corporate sponsorships, public grant budgets, and a 30% commission on vendor sales during the Welcome to ATL Experience (explicitly positioned below the 40% industry standard). Day-to-day operations are led by Interim Executive Director Lamar Stewart, succeeding founding Executive Director Norelie García.

Name

Showcase Atlanta

Legal name

Showcase Atlanta

Website

https://showcaseatlanta.com

Company type

Private

Founded year

2024

Operating status

Operating

Short description

Showcase Atlanta is a City of Atlanta public-private nonprofit that operates a vendor directory, grant programs, loan fund, and event activations to connect local small businesses and neighborhoods with economic opportunities from FIFA World Cup 2026 and other major Atlanta events.

Ownership category

akta.pro rank

Product category

Economic Development Services

NAICS

Convention and Trade Show Organizers (56192), Convention and Trade Show Organizers (561920), Other Spectator Sports (711219)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

General Consumer Expos & Trade Shows (MPAGAFAA)

akta.pro secondary industries

Industry Trade Shows & Expos (MPAGAGAA), Local Community & Multi-Category Fairs (MPAGAFAO)

Keywords

• Event economic development
• Small business readiness
• Vendor directory services
• Community grant programs
• Major event coordination

Headquarters

HQ city

Atlanta

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Sponsorship Revenue: Showcase Atlanta is funded through corporate sponsorships from major companies including presenting sponsors (Delta Air Lines), delivery partners (UPS), and silver/bronze sponsors (Arrive, Flock Safety).
2. Grant Funding: The initiative receives public funding and coordinates grant programs for small businesses including the Digital Marketing Grant ($100,000), Community Engagement Grant ($150,000), and Youth Entrepreneurship Accelerator ($30,000).
3. Vendor Fees: The Welcome to ATL Experience vendor program charges 30% of gross sales on event days from participating vendors.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels10 records

Core offering

Showcase Atlanta is a City of Atlanta public-private not-for-profit initiative that operates a portfolio of free programs, digital platforms, and citywide activations to help small businesses and communities capture economic opportunities from major events such as the FIFA World Cup 2026, Super Bowl LXII (2028), and NCAA March Madness Final Four (2031). Its core offerings include the Vendor Directory (atlantabusinessshowcase.com) connecting event planners with local suppliers, grant programs (Digital Marketing Grant, Community Engagement Grant, Youth Entrepreneurship Accelerator), the Atlanta Business Readiness Loan Fund, and event-day activations (Welcome to ATL Experience, Global Grub Alley, 17 Miles United, Capture-the-Flag ATL).

Product overview

Showcase Atlanta is a City of Atlanta public-private initiative led by Mayor Andre Dickens, co-chaired by Arthur Blank and Carol Tomé, dedicated to maximizing the economic benefit and long-term legacy of large-scale events for Metro Atlanta. It is not a single product but a portfolio of programs, platforms, and activations. The core is the Vendor Directory — a free digital registry connecting local businesses with event planners — backed by the Business Readiness Platform offering a 10-minute assessment and technical assistance tools. Financial readiness is supported through the Digital Marketing Grant ($100,000 Google Ads program), the Community Engagement Grant ($150,000 neighborhood events fund), the Youth Entrepreneurship Accelerator ($30,000 pitch competition for ages 16–21), and the Atlanta Business Readiness Loan Fund ($5K–$15K loans via Invest Atlanta). On the activation side, Showcase Atlanta coordinates citywide programming including the Welcome to ATL Experience (Downtown vendor marketplace), Global Grub Alley (food truck corridor), 17 Miles United (BeltLine cultural relay), Capture-the-Flag ATL (digital passport), and A Celebration of Soccer & Sound (closing festival headlined by Ludacris at Piedmont Park). All programs are free or grant-based; there is no paid SaaS product.

Differentiator

Problem solved

Functional benefit

Brands

• Digital Marketing Grant Program: A $100,000 performance-driven Google Ads grant program helping independently owned Atlanta small businesses scale revenue through strategic digital advertising.
• Youth Entrepreneurship Accelerator
• Community Engagement Grant
• Atlanta Business Readiness Loan Fund
• Global Grub Alley
• Capture the Flag ATL
• 17 Miles United
• A Celebration of Soccer & Sound
• Welcome to ATL Experience
• ATL Cultural Exchange

Products and services

• Vendor Directory (Business Search and Registry) Showcase Atlanta's official digital directory connecting major-event planners and corporations with local businesses. Allows businesses to add, claim, or update free listings to access economic opportunities from large-scale events including FIFA World Cup 2026, Super Bowl LXII, and major conventions.
• Business Readiness Platform An all-in-one readiness platform providing small businesses with tools, resources, and assessment tools (including a 10-minute Business Readiness Assessment) to prepare for major events, covering marketing, hospitality readiness, legal considerations, and bookkeeping. Also powers workforce expo events.
• Digital Marketing Grant (DMG) Program A $100,000 structured, performance-driven initiative focused exclusively on Google Ads for independently owned small businesses within a 1.5-mile radius of Mercedes-Benz Stadium. Includes grant dollars deployed into campaigns, structured onboarding, and performance tracking. Facilitated by the Latin American Association with Google support.
• Community Engagement Grant A $150,000 investment funding up to eight neighborhood-led World Cup activations across all six City of Atlanta zones. Combines direct funding with Showcase Atlanta-provided infrastructure (LED screens, sound systems) to bring free community events into neighborhoods during the tournament.
• Youth Entrepreneurship Accelerator A competitive five-week business development program (March 14 – April 18, 2026) for young entrepreneurs aged 16–21 living or operating in the City of Atlanta. Features structured training on market validation, revenue modeling, and branding; culminates in a live pitch competition with $30,000 in grant funding. Part of FIFA Human Rights Action Plan legacy initiatives.
• Atlanta Business Readiness Loan Fund (ABRLF) A pilot initiative launched by Invest Atlanta in partnership with City of Atlanta and Showcase Atlanta, providing flexible low-interest loans ranging from $5,000 to $15,000 with a 5% matching requirement. Targets small businesses to enhance visibility, scale operations, and improve customer experience ahead of major international events including FIFA World Cup 2026, Super Bowl LXII (2028), and NCAA March Madness Final Four (2031).
• Welcome to ATL Experience A downtown vendor activation spanning 16 selling days tied to Atlanta's eight FIFA World Cup 2026 matches (June 14 – July 15, 2026), presented by DoorDash and produced by CVM Worldwide. Activates three downtown sites (Steele Bridge at Centennial Yards, The CTR, South Downtown) with Culture Stand (10×10 ft) and Experience House (10×20 ft) vendor formats. Includes UPS Shipping Counter.
• Global Grub Alley A pedestrian-only food corridor on Walton Street (between Centennial Olympic Park Drive and Broad Street) running 15 days during FIFA World Cup 2026, plus the day before each match. Features up to 20–30 rotating Atlanta food trucks operating 11 a.m. to 7 p.m. daily. Free admission; operated in partnership with the Food Truck Association of Georgia (FTAG).
• Capture-the-Flag ATL A month-long (June 15 – July 15, 2026) digital passport experience done in partnership with Butter ATL, turning the city into a cultural scavenger hunt. Ten sites across Atlanta represent nine nations in the tournament, linked through a digital passport participants check in to while exploring neighborhoods, restaurants, and small businesses.
• 17 Miles United A cultural relay along the Atlanta BeltLine on June 13, 2026, described as Atlanta's version of the Olympic torch run. A soccer ball travels 17 miles from Mercedes-Benz Stadium to Ponce City Market, carried by community members, athletes, artists, and everyday Atlantans. Four hub festivals along the route include Lee + White, Pittsburgh Yards, Ladybird/Inman Park, and Ponce City Market. Produced in partnership with Union Fit Hub and runningnerds.
• A Celebration of Soccer & Sound A free all-day festival at Piedmont Park on July 19, 2026, anchored by a live screening of the FIFA World Cup 2026 Final and headlined by Ludacris. Produced by ONE Musicfest, presented by Delta Air Lines, delivered by UPS. Features local artists, food vendors, and family activities.

Quantifiable outcome

• $415 million estimated net economic benefit for Georgia from FIFA World Cup 2026
• +4 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

31 partnerships are on record, tiered flagship, core and minor.

• Delta Air LinesflagshipStrategic or Co-development PartnerPresenting Sponsor of Showcase Atlanta, including A Celebration of Soccer & Sound festival on July 19, 2026 at Piedmont Park. CEO Ed Bastian participated in announcement events.
• UPSflagshipStrategic or Co-development PartnerDelivered by UPS - key operational partner for Showcase Atlanta initiatives. CEO Carol Tome serves as co-chair of Showcase Atlanta committee.
• Atlanta Fulton County Recreation AuthoritycoreStrategic or Co-development PartnerKey public partner enabling Showcase Atlanta programming and infrastructure.
• Mercedes-Benz StadiumcoreStrategic or Co-development PartnerPrimary venue for FIFA World Cup 2026 matches, hosting 8 matches including one semi-final.
• Invest AtlantacoreStrategic or Co-development PartnerLaunched the Atlanta Business Readiness Loan Fund ($5,000-$15,000 loans) for small businesses preparing for major events. Partner for Access to Capital events.
• Atlanta BeltLinecoreStrategic or Co-development PartnerAdvancing strategy to support small businesses, provide opportunities for residents, and enhance visitor experience through Business Readiness Toolkit, Digital Information Hub, and Atlanta Beltline Fest.
• Central Atlanta ProgresscoreStrategic or Co-development PartnerIn partnership with Invest Atlanta and Showcase Atlanta, advancing Downtown Pop-Up Opportunity Fund to help locally owned businesses activate vacant storefronts.
• Atlanta Convention & Visitors BureaucoreChannel Partner/ Reseller/ DistributorPartnered with Atlanta Sports Council, state and local governments, and Arthur M. Blank Sports + Entertainment to win the FIFA World Cup 2026 bid.
• Arthur Blank (Blank Family of Businesses)flagshipStrategic or Co-development PartnerCo-chair of Showcase Atlanta committee alongside Carol Tome. Owner and Chairman of Blank Family of Businesses including Mercedes-Benz Stadium.
• GooglecoreTechnology or IntegrationSupporting the Digital Marketing Grant program through the Latin American Association, providing expertise and tools for small business digital advertising campaigns.
• Latin American AssociationcoreImplementation/ SI/ Consulting PartnerFacilitating the Digital Marketing Grant program with hands-on coaching, virtual training, and peer-to-peer experience for participating businesses.
• Food Truck Association of Georgia (FTAG)coreChannel Partner/ Reseller/ DistributorOperating partner for Global Grub Alley, managing vendor selection, scheduling, and compliance for 20-30 food trucks on Walton Street during World Cup.
• ONE MusicfestflagshipStrategic or Co-development PartnerProducing A Celebration of Soccer & Sound festival at Piedmont Park on July 19, 2026, headlined by Ludacris.
• DoorDashcoreGTM or Marketing PartnerPresenting sponsor of the Welcome to ATL Experience, a downtown vendor activation with 150+ local businesses during World Cup matches.
• CVM WorldwidecoreImplementation/ SI/ Consulting PartnerAtlanta-based business development company producing the Welcome to ATL Experience with turnkey operational support.
• ArriveminorGTM or Marketing PartnerSilver sponsor of Showcase Atlanta.
• Flock SafetyminorGTM or Marketing PartnerBronze sponsor of Showcase Atlanta.
• Arthur M. Blank Sports and EntertainmentcoreStrategic or Co-development PartnerKey partner in FIFA World Cup bid and ongoing event planning collaboration with the City of Atlanta.
• City of AtlantaflagshipStrategic or Co-development PartnerCreator and manager of Showcase Atlanta. Mayor Andre Dickens leads the initiative with city resources and coordination.
• Soccer in the StreetsminorStrategic or Co-development PartnerCommunity partner for soccer activations including Capture the Flag ATL and youth programming.
• U.S. SoccerminorStrategic or Co-development PartnerCommunity partner for soccer activations and World Cup celebrations.
• Butter ATLcoreImplementation/ SI/ Consulting PartnerProducing Capture the Flag ATL activation, a month-long digital passport experience across 10 flag sites in the city.
• runningnerdscoreImplementation/ SI/ Consulting PartnerProducing partner for 17 Miles United cultural relay along the Atlanta Beltline from Mercedes-Benz Stadium to Ponce City Market.
• Union Fit HubcoreStrategic or Co-development PartnerProducing partner for 17 Miles United relay and wellness activities at hub festivals along the Atlanta Beltline.
• Illuminarium AtlantaminorGTM or Marketing PartnerHosting the closing celebration for 17 Miles United relay.
• The 404 CollectiveminorStrategic or Co-development PartnerCollaboration of four Black-owned businesses presenting the 2nd Annual 404 Day Parade on April 4, 2026.
• Cyber AllianceminorImplementation/ SI/ Consulting PartnerPresenting Cyber Readiness Virtual Workshop to help small businesses protect against cyber threats during the World Cup.
• Monday Night BrewingminorGTM or Marketing PartnerCommunity partner for 404 Day Weekend events.
• Tito's Handmade VodkaminorGTM or Marketing PartnerCommunity partner for 404 Day Weekend events.
• Grady Health SystemminorGTM or Marketing PartnerCommunity partner for 404 Day Weekend events.
• Atlanta Police DepartmentminorStrategic or Co-development PartnerCoordinating safety for A Celebration of Soccer & Sound festival in Piedmont Park.

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• NYC & Company: Official destination marketing organization for New York City. Broad incumbent in major-city event coordination and SMB visitor activation, with operational scale that dwarfs Showcase Atlanta's regional scope.
• Choose Chicago: Official tourism and events organization for Chicago. Another host city for FIFA World Cup 2026 matches with comparable SMB and event coordination mandates, making it a structural regional peer for Showcase Atlanta's model.
• LA Tourism & Convention Board: Official destination marketing organization for Los Angeles. Host city for FIFA World Cup 2026 matches and 2028 Summer Olympics, with parallel SMB engagement and event legacy programs analogous to Showcase Atlanta.

Direct peers

• Central Atlanta Progress: Downtown Atlanta business improvement district and stakeholder organization. Co-partner on the Downtown Pop-Up Opportunity Fund with Invest Atlanta and Showcase Atlanta, directly comparable in downtown stakeholder coordination.
• Atlanta Sports Council: A division of the Atlanta Convention & Visitors Bureau dedicated to attracting and coordinating major sporting events in Atlanta. Closely aligned with Showcase Atlanta's mandate for FIFA World Cup 2026, Super Bowl LXII, and NCAA Final Four 2031.
• Invest Atlanta: City of Atlanta's economic development authority. Co-launches the Atlanta Business Readiness Loan Fund with Showcase Atlanta and operates parallel capital and workforce development programs for Atlanta small businesses.
• Atlanta Convention & Visitors Bureau: Atlanta's official destination marketing organization, partnering with the City of Atlanta, Atlanta Sports Council, and Arthur M. Blank Sports + Entertainment to win the FIFA World Cup 2026 bid. Operates in the same regional event coordination and SMB activation space as Showcase Atlanta.
• Atlanta BeltLine: Urban redevelopment and cultural programming initiative in Atlanta. Co-produces the 17 Miles United cultural relay with Showcase Atlanta and operates comparable small business support and visitor experience programs along the BeltLine corridor.

Regional players

• Greater Houston Partnership: Houston's regional economic development organization. Comparable as a public-private partnership coordinating major events and SMB engagement, though operating in a different regional market with its own World Cup 2026 hosting responsibilities.
• Miami Super Bowl Host Committee: Host committee organizing Super Bowl and FIFA World Cup 2026 activations in Miami. Operates a similar event-driven public-private partnership model focused on local business and community benefits, though in a different regional market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/showcase_atlanta
• Facebookfacebook.com/showcaseatlantaofficial
• LinkedInlinkedin.com/company/showcaseatlanta
• Instagraminstagram.com/showcaseatlantaofficial
• TikToktiktok.com/@showcase.atlanta

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Showcase Atlanta