Inside FX’s Snowfall Season Premiere Pop-Up That Tapped Into the LA Community

Want more content like this sent directly to your inbox? Then sign up for our brand-new BizBash Experiential monthly newsletter to stay in the know on the coolest, most creative ideas for engaging consumers and attendees!

LOS ANGELES–Snowfall returned to television screens for the series premiere of season 5 on Feb. 23, delivering, yet again, another installment of captivating episodes following drug kingpin Franklin Saint in late-1980s LA as he navigates the city’s first cocaine epidemic. Inspired by Saint’s roots in the west coast city and entrepreneurial mindset that led to a burgeoning real estate business by the end of season four, FX constructed a weekend-long, community-powered storefront in the heart of south Los Angeles.

Dubbed “Saint’s on Crenshaw,” the pop-up—which ran Feb. 19-20—took over Vector90, a 4,700-square-foot industrial-style co-working space, and partnered with local nonprofit Destination Crenshaw, an infrastructure project spanning 1.3 miles who's mission is to boost economic development, job creation and environmental healing of the South LA community while elevating Black art and culture.

Kenya Hardaway, FX’s senior vice president of integrated promotions/multiplatform marketing, told BizBash that the network used the activation “to deliver an amazing event for our audience and an enriching opportunity for the community and the Black-owned businesses we featured. ‘Saint’s on Crenshaw’ allowed us to celebrate not only the return of Snowfall, but also to showcase local entrepreneurs and organizations that serve South LA and beyond.”A variety of local businesses set up shop inside of the 4,700-square-foot space, which brought the show’s mantra—”always about business”–to life.Photo: CSM Sport Entertainment

Lead agency CSM Sport & Entertainment, which spearheaded the activation marketing strategy, enlisted the help of experiential Wide Angle Group (WAG) and local custom fabrication and design shop Tractor Vision to bring the show’s mantra (”always about business”) to life. 

“By highlighting a variety of local businesses across retail, nonprofit, plants, jewelry and more, we hoped to provide a variety of examples of what starting and running a successful business can look like,” Hardaway said, noting that “Vector90 and Destination Crenshaw also set up shop inside the marketplace where they provided guests with information about their respective missions.”

And in lieu of traditional caterers, FX fittingly partnered with local F&B vendors instead, including Harun’s Coffee, Crenshaw Juice Co. and Hank’s Mini Mart. “We also brought in a local Black-owned wine shop and brewery, 1010 Wines and Crown & Hops, which provided libations and snacks for our guests,” Hardaway said.

After two months of planning and 48 hours of construction, “Saint’s on Crenshaw” welcomed more than 1,000 guests free of charge. Fans of the crime series can expect new episodes every Wednesday at 10 p.m. PST until the season five finale on April 20.

Keep scrolling for a closer look into the community-powered pop-up.Lead agency CSM Sport & Entertainment, along with experiential company Wide Angle Group (WAG) and local custom fabrication and design shop Tractor Vision, completed "Saint's on Crenshaw" after a year of ideation and just 48 hours of construction from start to finish.Photo: CSM Sport EntertainmentMore than 1,000 guests attended "Saint's on Crenshaw" over the course of the weekend, which took place Feb. 19-20 and was completely free.Photo: Russell HamiltonFX partnered with local nonprofit Destination Crenshaw, which had a booth inside of "Frank's Office," where they provided guests with information about their mission to create job opportunities for emerging and seasoned artists of color.Photo: Russell HamiltonIn lieu of traditional caterers, FX fittingly partnered with local F&B vendors instead, including Harun’s Coffee.Photo: Russell HamiltonLA-based Hank's Mini Market participated in "Saint's on Crenshaw," along with a slew of other local businesses across retail, nonprofit, plants, jewelry and more, making the pop-up "community-powered."Photo: Russell HamiltonKenya Hardaway, FX’s senior vice president of integrated promotions- multiplatform marketing, told BizBash that "‘Saint’s on Crenshaw’ allowed us to celebrate not only the return of Snowfall, but also to showcase local entrepreneurs and organizations that serve South LA and beyond.”Photo: Russell Hamilton