Teen Vogue Goes Offline for an IRL Event in New York

Headliners include Cecile Richards, Al Gore and Dolores Huerta

Teen Vogue will hold its second summit this summer. Andrew Noel for Teen Vogue/23 Stories
Headshot of Sara Jerde

After its inaugural summit in Los Angeles last year, Teen Vogue is holding its second event in New York this summer centered around issues including gun control, LGBTQ+ rights and the environment.

The “Teen Vogue Summit: Turn Up” will bring activists, politicians and other leaders together to discuss ways participants can take action on issues important to them, Phillip Picardi, chief content officer at Teen Vogue said.

The three-day event will feature headliners including Cecile Richards, outgoing president of Planned Parenthood, former Vice President Al Gore, activist Dolores Huerta, actress and comedian Jessica Williams and Virginia representative Danica Roem.

“It felt like the right time for us to actually bring people together for an in-real-life experience where they could communicate with one another and build friendships with each other,” said Picardi, who was named to lead the Condé Nast brand in January.

“We are just a bunch of creatives who are passionate about what we do.”
Erica Boeke, VP, Experiential

The New School will serve as the host site. Partnerships for the summit will include Philosophy, which will hold a meditation seminar and provide products and PBteen, which will sponsor an editorial video studio. There will also be on-site voter registration sponsored by Rock the Vote.

On the third day, participants will have the opportunity to volunteer with non-profits that have partnered with Teen Vogue.

After noticing an increase in interest in political coverage, including its own, in the wake of the 2016 election, Teen Vogue decided a political-themed summit would resonate well with its audience.

News and Politics content accounted for 36 percent of the top-performing stories published on the site, from November 2016 to March 2017.

Taking an opportunity to expand the brand, and offer an in-person event, Teen Vogue held its first inaugural summit in Los Angeles in December. That summit focused on activism, innovation and creation and featured Teen Vogue cover stars Amandla Stenberg and Rowan Blanchard, director Ava Duvernay and poet/artist Cleo Wade.

“This was like a live Teen Vogue that we got to experience together,” Picardi said.

Before being named CCO, Picardi, who turns 27 today, had been digital editorial director of Teen Vogue.

In the two years he oversaw digital, year-over-year growth increased 240 percent in average monthly unique visitors. In 2017, TeenVogue.com averaged 7.8 million monthly unique visitors. Adweek honored Teen Vogue as Website of the Year in 2017. Late last year, Condé Nast ceased printing Teen Vogue’s five annual issues to focus on its digital properties.

After the Teen Vogue summit in New York in June, town halls will be held in cities across the country to lead up to another West Coast gathering in December.

The summits and town halls are also meant to leverage the experiential capabilities in programming and production of Condé Nast’s in-house creative and event agency, 23 Stories.

“We are just a bunch of creatives who are passionate about what we do and luckily we have these amazing brands to bring to life,” Erica Boeke, vp, experiential for 23 Stories said. “We take these brands and express them IRL.”

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@SaraJerde sara.jerde@adweek.com Sara Jerde is publishing editor at Adweek, where she covers traditional and digital publishers’ business models. She also oversees political coverage ahead of the 2020 election.