After five years of being off the scene, Street Fight events are back. Though the core publication has lived on – and gone through a few ownership changes – the iconic local media & commerce-focused event series has been inactive since 2018. But now it’s back, starting tomorrow in Chicago.
Veterans and OGs of the local media and commerce sectors remember Street Fight events as a core part of the annual event mix throughout the 2010s. They were known for scrappy and hip vibes, compared to typical business conferences (think: night clubs and art galleries rather than hotel ballrooms).
Speaking of venues, Street Fight’s return will take place at Meta’s Chicago offices. We’ll be there to absorb the vibes and insights, on and off stage. Look out for our coverage starting tomorrow, and into the coming days. There will be lots to unpack, especially around the show’s central theme of MULO.
The MULO MIx
Short for multi-location, MULO is Street Fight’s jam, including the evolving tech stack and ecosystem around location-based brand marketing. There’s an art and a science to MULO marketing, including things like decentralized/franchisee-run marketing, SEO, and local listings management.
Tomorrow’s on-stage lineup will reflect those tentpoles of the MULO mix. Notably, there are also lots of brands and agencies on site. For example, agency giant Publicis will break down its view of today’s consumer. And we’ll hear from brands in high-value verticals like Fat Brands and Craveworthy Brands.
That means it won’t just be an echo chamber of software vendors – though they’re always valuable to hear from too. Speakers on that side of the equation include heavy hitters like Meta, Microsoft, ConstantContact, and Yext. Top themes to emerge will surely include their latest AI integrations. 
Lightbulb Moments
But in the end, prevalent themes and lightbulb moments are often unplanned and serendipitous. We’re especially looking forward to a few sessions. Those include “5 Technologies Every MULO Brand Needs,” a panel discussion that will include ConstantContact, Scorpion, and Yext (see graphic above).
Back to AI, we’re also looking forward to “AI & MULO: The Automation/Human Balance,” which will include Microsoft, Fat Brands, and MediaOcean (see above). But again, the most memorable moments will probably come from unassuming corners of the program. And we’ll be there to capture them.
If you’ll be there tomorrow in Chicago and are interested in meeting up, please ping us at mike@Localogy.com. We’re interested in finding out what everyone is up to. Stay tuned for more, and meanwhile check out the event details here, and the full program here. Street Fight is back…
