Smorgasburg, launched in Brooklyn in 2011 and now America’s top weekly open-air food festival, will expand to the South with the launch of Smorgasburg Atlanta this fall. Located in South Downtown at 140 Forsyth Street SW, a 10-minute walk from Mercedes-Benz Stadium and sandwiched between Garnett and Five Points MARTA stations, the food festival will be open every Saturday from 11 a.m. to 7 p.m., March through December. The unique concept will feature more than 40 local food vendors combining a mix of pop-up tents, food trucks, artisanal retailers, artists and entertainment, in addition to a focused bar menu offering beer, wine and seasonal cocktails.
Smorgasburg Atlanta is seeking applications for vendors to join the festival when it opens in October. Chefs, food-truck operators, bakers, culinary artisans and all food entrepreneurs are encouraged to apply. The founders say the application process is competitive, but accessible, with an emphasis on innovation, quality and cultural authenticity. A few vendors already secured, according to the event website, include Bara, Hermanita and Madra Garcia’s. Vendor selection will be ongoing. Those interested can apply now via the vendor application.
Since it was founded in Williamsburg by Jonathan Butler and Eric Demby, Smorgasburg has evolved to become one of the most influential culinary incubators in the country. Each weekend, 50,000 people flock to Smorgasburg in New York, Miami and Los Angeles, anticipating a culinary adventure.
Gaston Becherano, a former Brooklyn vendor who is now co-owner and CEO of Smorgasburg, shared his enthusiasm for the new location. “Smorgasburg has always been about discovering and championing the most exciting emerging culinary voices. When we looked at where to expand next, Atlanta stood out immediately. There’s a dynamic and thriving pop-up food scene here that’s deeply rooted in creativity, community and cultural pride.”
“Our goal is always to build something long lasting,” he continued. “As it has been for hundreds of businesses in New York, LA and Miami, we want Smorgasburg Atlanta to be a launchpad for culinary dreams, and we feel like we’ve found the perfect place for that in South Downtown.”
Becherano emphasized Smorgasburg Atlanta’s vendor-first philosophy, noting the festival’s ability to help incubate food businesses and create awareness for them. “We’re seeking vendors who offer something unique—time-honored family recipes, inventive flavor mashups, or concepts that come with a clear and compelling identity. In our other cities, we’ve seen countless vendors grow from weekend pop-ups into full-fledged restaurant owners, and with the incredible depth of talent here in Atlanta, we’re confident this city will be home to the next generation of those success stories.”
April Stammel, who leads the revitalization team at South Downtown, said the festival will be a vital catalyst in enhancing the innovation and creativity that’s already at the forefront of the neighborhood. “Entrepreneurship is in downtown’s DNA, so Smorgasburg feels like the perfect partner to champion new ideas and new concepts, and to strengthen our city’s up-and-coming food community. Atlanta is such a food-loving city, and the experience Smorgasburg will bring to South Downtown is going to be unlike anything else that exists here in Atlanta,” she added.
