Pop-up retail allows a company to create a unique environment that engages their customers and generates a feeling of relevance and interactivity. They are often used by marketers for seasonal items such as Halloween costumes and decorations, Christmas gifts and Christmas trees, or fireworks.[1] The pop-up retail model has also been used on the concert scene, as at the Treefort Music Fest, to provide all-ages or family friendly venues, often at restaurants or vacated retail establishments which do not routinely host musical acts; these ephemeral establishments are known as pop-up venues.[26]