In Dallas, More Businesses Are Ditching Brick-and-Mortar Locations and Going Pop-Up Only
Photography by Maggie
“It used to be ‘the’ thing to help your business grow,” says Angely Almazán, owner of The White Pearl Co., a professional teeth whitening boutique. “I have an established business now so I do them more for fun and promo. It’s definitely good promo for small businesses that are just starting out.” The Social Chica, a local marketing and branding agency, has become prominent in the North Texas pop-up market scene with themed events that center on Latina and women-owned businesses. The Social Chica owner Brianna Gonzales was introduced to the pop-up marketing business strategy when she attended Almazán’s 2021 International Women’s Day pop-up as a vendor. Shortly after, Gonzales hosted her first pop-up at Southside on Lamar with a handful of vendors.
Gonzales’ events are elaborately curated around seasonal themes with DJs, activities, food, drinks, shopping and photo opportunities that appeal to consumers from all backgrounds. She aims to cultivate an inclusive family-friendly experience to attract the maximum foot traffic and maximize vendors' exposure.
The rise in pop-up popularity has begun to saturate the market. Many businesses are now getting in on the action. Local restaurants and breweries such as Harlowe MXM and Four Corners Brewing Co. have begun to host their own pop-ups or partner with pop-up organizers to host their markets. Gonzales advises vendors to do their research and find the market that best suites their business model and goals.
“Pop-ups help with marketing,” Zuniga says. “Not only are you selling your items, but you're getting marketing and you're also meeting other small businesses. It's a fun environment. A lot of the appeal is the environment, the experience and the community that's built upon it.”
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