A spark lit in California has now grown into a full-fledged movement in the Rio Grande Valley.
The idea for Social Fest began in 2023 when a team from Brand Geniuz, a South Texas marketing agency, attended a conference on the West Coast. The energy of the event — its speakers, panels, and buzz — left them inspired but also questioning.
“Why did we have to travel so far to experience something like this?” said Josh Howard, chief branding officer at Brand Geniuz. “Why don’t we have anything like this in the Valley?”
That question quickly turned into action. Howard and Brand Geniuz co-founder Aylin Madrigal brought the concept home, determined to create a space where local entrepreneurs, creators, and businesses could harness the power of social media.
Howard, who had spent years watching social media transform industries across the country, said the Valley was lagging behind.
The team envisioned an event that was more than a typical business conference. Social Fest would be a hybrid: part professional development, part cultural celebration, and part creative festival. They imagined a Valley version of SXSW or Coachella — but one centered on the social media economy.
“Social Fest was built as a conference to close that gap — to give local business owners, creators, and entrepreneurs the tools they need to turn social media into an economic engine,” Howard said.
Social Fest’s two-day event, scheduled for November 12th and 13th, 2025, at the Mission Event Center, is expected to draw over 1,200 attendees. Students, small-business owners, influencers, and corporate leaders gather together across three venues: a Speaker Room, a Panel Room, and a Multi-Purpose Room dedicated to hands-on learning.
Programming is tailored to all levels. “Whether someone is just starting out or already scaling. There’s valuable programming for them,” Howard said.
The lineup will feature national speakers alongside Valley leaders from industries such as fashion, fitness, law, hospitality, sports marketing, and consumer goods. Exhibit booths and brand activations are also planned, supported by Title, Platinum, and Gold sponsors who are taking an active role beyond simple financial backing.
Howard describes the environment as a “packed ecosystem of inspiration, education, and connection.”
For Howard and Madrigal, Social Fest is about more than big names and flashy productions. Its mission is tied to economic growth in South Texas.
“The mission of Social Fest is to position social media as a driver of economic growth while showcasing the Rio Grande Valley as a destination for creativity, business, and opportunity,” Howard said.
That includes empowering local creators and entrepreneurs to learn how to leverage digital platforms to grow their brands, generate revenue, and make lasting impacts. It also means amplifying the Valley’s own story.
Part of the programming is focused on teaching attendees to create compelling content that highlights the region’s opportunities and quality of life. Howard believes that with every post, photo, or video, local voices can not only promote their own work but also attract investment to the region.
What sets Social Fest apart, Howard said, is how it blends international social media trends with the Valley’s unique culture.
“Social Fest bridges global trends with regional opportunities,” he said. “Our goal is to equip people with the skills, connections, and inspiration to thrive in a digital-first world while helping the RGV shine as a hub of creativity, commerce, and culture.”
Organizers hope that the message resonates long after the festival ends. The event is positioned not just as a gathering but as a statement of intent — that the Valley is ready to lead, innovate, and claim its place in the broader digital economy.
