404 Day in Atlanta: How the City Celebrates Culture, Community and Giving Back

404 Day! Weekend at a Glance

By Mary Welch

Published March 30, 2026

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• When: April 1–5, 2026
• What: A five-day celebration of Atlanta’s culture, community and civic pride.
• Attendance: More than 100,000 people have participated since 2020.
• Impact: Generated more than $2.7 million in economic impact.
• Giving Back: More than $215,000 awarded in scholarships and community grants.
• Signature Events: 404 Parade, 5K run, block party, concerts and scholarship gala
• Why It Matters: Celebrates Atlanta’s identity — and invests in its future.

In Atlanta, we keep it real. We’re authentic. We are grateful for our past, appreciate what we have now and are excited about what’s to come. And, we want everyone to know it — not in a “humble brag” sort of way. We know we’re special and we’re proud of where we’ve come from, where we stand today and where we are going. We know who we are and how we are influencing the world, and that calls for a celebration.

When we celebrate, we’re all in. We want everyone — and we mean everyone — to come and have a great time and help others. This is a city with a heart and, in true Atlanta style, a passion for giving back.

And, that’s the philosophy behind 404 Day! Weekend. Of course, 404 was Atlanta’s first area code. Sure, we also have 770 and 678, but 404 is Atlanta’s identity — just like our other nickname — the ATL. Say “the 404,” and people know it means hip-hop, hustle, Black excellence, Coca-Cola, the center of Civil Rights, hospitality, Southern innovation and global cultural influence.

Also, April 4 (4/04) was the day that Martin Luther King Jr. was assassinated in Memphis and the world came to Atlanta to mourn and still holds his memory dear both in spirit and in the places around the city, such as the Ebenezer Baptist Church, where he preached, and the King Center, where he and Mrs. King are laid to rest.

404 Day! Weekend is making a name for itself as an event that combines local pride with a purpose. 404 Day is actually five days of fun, with culture and community coming together to celebrate, and, in true Atlanta style, give back.

“Atlanta is special. It’s the people, places and things,” says Brandon Butler, founder of Butter ATL, an Atlanta-based media company covering all things Atlanta, and co-founder of 404 Day Collective — organizers of 404 Day! Weekend. “I’m passionate about Atlanta because it is the greatest city in the world. Everything is possible here. Atlanta’s No. 1 export is culture. We need to celebrate Atlanta on Atlanta’s day — 404 — because it’s such an amazing city.”

404 Day! Weekend is just like Atlanta — full of diversity and people wanting to come out and enjoy the city and its people. “Atlanta’s the black mecca, and we definitely recognize that,” Butler said. “But in everything we do, we have diversity in mind. We want people from all walks, all shades of life, all parts of Atlanta to come out. We just want you to come out and have a good time and celebrate Atlanta.”

In the beginning

404 Day actually started out as a corporate community event in Midtown by AT&T, but it was noticed by Atlanta’s sports teams, local brands, the media, locals and, perhaps most importantly, Ben Joiner, the founder of Atlanta Influences Everything, a creative consultancy, brand and cultural movement that highlights Atlanta’s impact on music, culture and business.

Joiner turned a corporate event into one that had meaning for all Atlantans.

The idea resonated, and in 2020, Butter ATL and Atlanta Influences Everything joined forces with ChooseATL, an initiative of the Metro Atlanta Chamber of Commerce, and the first official 404 Day came to life as a celebration of Atlanta’s culture with a purpose.

The city embraced the first 404 Day as local artists, neighborhoods and businesses all came together to showcase the city’s importance as a cultural influencer.

It was an awesome start. “Everything was going great until this little thing called the pandemic happened and we had to kind of shut down,” Butler said. Undeterred, the trio partnered with businesses and organized an all-day event live over Instagram — and more than 40,000 people participated. Yes, as we said, when Atlantans want to celebrate — we’ll do it anywhere — even on Instagram.

The 404 Collective

In 2022, the 404 Collective officially came together with ButterATL, Finish First, Atlanta Influences Everything and the Trap Music Museum, founded by rapper T.I. It was a match made in heaven with the four organizations, all involved with the city’s culture, working together with one mission: to produce a celebration worthy of the city it represents.

“Atlanta supports Atlanta,” Butler said. “I learned that if you build something in public and you’re authentic about it and you tie in the right people, Atlanta will support you. Atlanta has really embraced what we’ve done.”

In 2022, the 404 Collective launched the first 404 Day Weekend, which included a series of concerts, a block party and the inaugural 404 Fund scholarship Gala, which was established through the Community Foundation for Greater Atlanta.

From the start, 404 Day was designed to help others through its focus on education, youth employment, food insecurity and access to healthcare. So far, more than $215,000 has been awarded in scholarships and grants, and more than 30-plus community donations have been distributed. Another signature cause is the Maynard Jackson Small Business Grant that supports small businesses and entrepreneurs.

National and state recognition

As support for 404 Day continued, organizers reached out to others in the community and considered more ways to not only recognize what makes Atlanta special but also be more inclusive and fun. “We started the 404 Day first-ever parade last year, and that was a really special moment because that was really built with diversity in mind. We were really intentional about bringing all different parts of Atlanta together,” Butler said.

Since the start, 404 Day Weekend has brought more than 100,000 attendees and had an economic impact of more than $2.7 million. Not only have people embraced 404 Day, but congress and the state of Georgia have also formally recognized the 404 Collective and 404 Day. National companies such as hometown favorites The Coca-Cola Company and Delta Air Lines, as well as Microsoft and Adidas, are partners, and the city’s professional sports teams have integrated 404 Day into their programming.

Where to celebrate in 2026

404 Day in 2026 has grown to include a number of events for families and adults. The celebration starts off with the 404 Day Weekend Kickoff event on April 1, followed the next day by the 3rd Annual Scholarship Gala at Monday Night Garage that brings together more than 350 of Atlanta’s change makers, creatives and community leaders for an evening of music, fellowship and purpose.

The fun keeps on going at From 404 With Love, a rooftop party presented by the 404 Collective, at The Retreat by The Gathering Spot on April 3.

The actual 404 day — April 4 — features a variety of events. For those who want to start the celebration early, there is a Run Atlanta 404 Day! 5K that kicks off at 9 a.m. at Underground Atlanta. The route includes a scenic tour of Castleberry Hill. Black Men of Atlanta is the official beneficiary of the run.

Perhaps the most popular event follows the run — the 404 Parade — which features more than 70 organizations, marching bands, dance teams and floats. The parade starts at 10 a.m. at the intersection of Peachtree Street and Ralph McGill Boulevard and goes to Underground Atlanta. Following the parade will be a large, family-friendly block party at Underground Atlanta from noon until 9 p.m. featuring vendors, food trucks and a health fair.

As the block party winds down, an adults-only, ticketed 404 Day Celebration Concert at the Stave Room kicks into gear, showcasing the diversity of artists and sounds that put Atlanta on the musical map. We don’t want to promise — or name drop — any stars, but past performers included Two Chainz and Jermaine Dupri.

Closing out the weekend will be a celebrity and influencer softball game at City of ATL park from 8 p.m. until midnight on April 5.

There are other events, such as Deeper at the Westside Motor Lounge, a block party at Midtown Social and an activation at the recently opened F1 Arcade.

Everything is possible in Atlanta

404 Day! Weekend is the perfect reason to come to Atlanta and feel the vibe — whether you live in the suburbs, the city or elsewhere — to see what Atlanta is now, its past and future, Butler said.

“Anything’s really possible here. Atlanta’s really a big, small city. What’s so unique about Atlanta is that there are people I went to high school with now who are running major companies and in government, and the same thing with a lot of different groups. There are so many people out here that are really involved, and they really want to help protect and make sure the right people get elevated in the culture,” he said.

Butler added, “We welcome anybody, and it comes down here with intentionality and good spirits and good efforts.”

Check out the Ultimate Guide to 404 Day Atlanta for all the details.

Mary Welch is an award-winning writer who has reported on the maturity off Atlanta’s culinary and hospitality scene as well as its growth as a sophisticated international city. Her byline has been seen in local and national outlets such as the Atlanta Journal-Constitution, Travelgirl, Global Atlanta, and American Lawyer covering topics such as travel, business, cars, law, hospitality and education. She co-authored a book with Chuck Leavell, the keyboardist for the Rolling Stones and a Georgia tree farmer, on the future of the American forest.