Did you miss this year’s 404 Day? Catch all the news, scenes, people and culture through the photo gallery below.

404 Day (an official proclamation by the City of Atlanta) occurs annually on April 4 to honor metro Atlanta’s influence across music, art, sports, local culture and the region’s popular area code. 

This year, ChooseATL (a Metro Atlanta Chamber brand), Butter.ATL and Atlanta Influences Everything announced the launch of the 404 Day Scholarship in partnership with the Atlanta University Center Consortium (AUCC). In its inaugural year, the 404 Day Scholarship donated $20,000 to the AUCC to help seniors close the financial gap impeding graduation and entry into metro Atlanta’s competitive candidate market. Scholarship contributions were provided by partners including the Atlanta Hawks, Papa Johns, Discover Atlanta and the Athlete’s Foot. 

The COVID-19 pandemic has taken a heavy toll on students of color with 56% of Black and Latinx students reporting that COVID-19 negatively impacted their ability to stay in college, compared to 44% of white students. The 404 Day Scholarship aims to reduce the financial burden to help students reach their academic and career goals in addition to increasing diverse candidate availability within metro Atlanta. With more than 9,000 students, the AUCC is the oldest and largest consortium of private African American private institutions of higher education and a top producer of diverse talent in the country. 

“As Black students tackle the unforeseen challenges of financial hardship exacerbated by the pandemic, it’s important that the metro Atlanta business community convenes to offer a bridge to joining our workforce,” said Dwayna Haley, chief brand and communications officer at the Metro Atlanta Chamber and a 404 Day partner. “Student graduation trajectories have shifted due to COVID-19; reports show that 11% have withdrawn from classes due to the pandemic. 404 Day offers a moment in time to bring purpose to our celebration and demonstrate the community-driven approach which strengthens our growth in metro Atlanta.”  

“The acknowledgment of our students’ strength and their potential financial challenges as an imperative to metro Atlanta shows our students’ unmatched power and the intellectual and economic impact of our institutions on the metro Atlanta community. We appreciate the support to our students and the partnership as we continue to reach our mission of providing seamless entry into graduate/professional school or the workforce,” said Said Sewell, Ph.D., director of the Atlanta University Center Consortium.  

Additionally, ChooseATL launched a limited edition “I Choose Culture” letterman jacket with proceeds also benefitting the scholarship. Jackets can be purchased through https://www.ichooseculture.com/ for a limited time.

Atlanta culture brands ChooseATL, Butter.ATL and Atlanta Influences Everything work in partnership each year to curate a culture-rich and purpose-driven 404 Day celebration. This year, Atlanta Mayor Andre Dickens shared a toast to the city with additional live DJ sets and curated activations from Papa Johns, men’s grooming line Fresh Heritage and lifestyle watch brand Talley and Twine.

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