Rival Entertainment Presents
SweetWater 420 Festival
In 2026, Tilray Brands tapped Rival Entertainment to help reimagine SweetWater 420 Fest for its next chapter. Rival helped bring the longtime Atlanta tradition back to a true outdoor festival setting at Shirley Clarke Franklin Park, transforming the city’s largest greenspace into a full-scale music venue for the first time. The two-day event paired SweetWater’s established identity with a broader, genre-spanning lineup, immersive brand activations, local vendors, and a more expansive fan experience. Drawing thousands of attendees, the festival established a new home and a new direction for one of Atlanta’s most enduring music events.
Rival's Role:
Festival Management - Operations & Production
Artist Relations
Crew Management
Community Relations
Food & Beverage Program
Permitting & Compliance
Safety
Site Design
Stage Production – Audio, Lighting, LED, Staging
Supplier Management
Ticketing
Video Production
Rival’s Role:
