For attendees at San Diego Comic-Con, when the convention floor closes, there are after-parties to attend — and then there’s Fandom. It’s one of, if not the, coolest party that fans can actually get into. Set atop the rooftop of the Hard Rock Hotel, at the swanky FLOAT venue, the party offers attendees the chance to enjoy free drinks and food, listen to world-class musical talent (like this year’s headliner, Jason Derulo), and mingle with celebrities.

Of course, none of it would be possible without the hard work of Fandom themselves. We spoke with Fandom’s VP of Premium Solutions, Isaac Ugay, about what it takes to put on a mega party at San Diego Comic-Con.

“Everything we do at the Fandom Party is for the fans and this year’s party is filled with countless moments curated just for them,” Ugay said.

This year, Fandom has something extra special to celebrate: Their 20th anniversary. To honor the occasion, presenting sponsor EA will host a scavenger hunt themed around the upcoming game Dragon Age: The Veilguard, in which fans will have the opportunity to win prizes, as well as enjoy an immersive photo installation. Z2 and Pinfinity are also back as partners for the third year, and partygoers will receive a commemorative poster featuring artwork from Z2 for their graphic novel  Jason Derulo’s UZO, a collaboration with this year’s musical guest. Pinfinity will also be adorning attendees another collectible lanyard and AR pin.

“We’ll be celebrating in a way that takes the party to new “creative heights” – you’ll have to be there to see what I mean!” Ugay teases. “As always, we’ll have our red carpet filled with reporters, celebs, and industry favorites. Our 360-cam will also be at the end of the carpet, which fans will have the opportunity to use and share photos to social.”

Guests will also get a chance to play in the Fandom Pinball Arcade, provided by Stern Pinball, to check out Loki’s infamous Scepter spear designed and fabricated by East Continental Gems, and even receive a parting gift from Moose Toys.

Of course, there’s the big star of the evening — Jason Derulo himself, the evening’s musical headliner. His superstardom status and his collaboration with Z2 for his graphic novel made him a natural fit for this year’s event.

“The magic of music really lies in its ability to connect people from all walks of life, creating lasting memories for both fans and brands. The Fandom Party San Diego is our ‘Super Bowl’, featuring a diverse guest list that includes fans, partners, sponsors, industry VIPs, press, and talent. Held on the Hard Rock Hotel rooftop, which is right across the street from the convention center, the party unofficially kicks off the first night of San Diego Comic-Con, one of the world’s most significant fan conventions. We take this party very seriously and view it as a fan service more than anything, so selecting the musical headliner is no easy task. Our shortlist is determined by tour schedules, availability, budget and most importantly, relevance to fans and fan communities,” Ugay explained.

Behind the scenes, planning for the Fandom party often begins roughly 10 months out — but the “fun stuff”, including theme, design, and overall brand objects kicks into high gear seven months out, in January. Fandom works with partner sponsors to tailor the event to their own objectives, while also producing a great event for fans. We spoke with Ugay about what goes into planning a party of this scale for San Diego Comic-Con.

How does FANDOM ensure a memorable experience for both first-time and returning attendees at the party?

Ugay: Great question. Industry parties can often be very formulaic; I’ve attended and produced plenty and have a good sense of what to avoid. Did you watch Silicon Valley? In the first episode, there’s a massive event where the music talent plays to a jaded, unenthusiastic crowd while they consume liquid shrimp (grody). The show was hilarious, and this scene isn’t far from what can actually happen at industry events (minus the liquid shrimp). The Fandom Party is the opposite of that. This is the seventh annual Fandom Party in San Diego, and each year, our goal is to curate a unique fan experience, along with the usual trappings of a four-hour party. At the Fandom Party, everyone is a VIP. There’s a palpable sense of excitement and energy that spills out of San Diego Comic-Con and into the streets of The Gaslamp Quarter. For the guests attending the Fandom Party, there’s a collective effervescence activated by the beautiful venue, our partners, and the celebration of IP and brands. Oh and the music helps too! There’s also this sense of community where creators and fans are sharing the same space and breathing the same air. It’s truly special when a guest finds themselves chatting with the voice of Bugs Bunny, taking a photo with their favorite comic book artist, cosplayer, producer or actor, or simply hanging out under the summer moon in San Diego.

There are a lot of parties at San Diego Comic-Con — but many of them aren’t open to the public. FANDOM has always been different. How important is it to your team to ensure fans also get to experience this sort of event?

Ugay: Fandom’s very first operating principle is “Fan and Partner First,” and we do everything for “For the Love of Fans.” It’s the key ingredient.

What are some things that you think attendees may not know about what goes into planning an event at San Diego Comic-Con?

While the Fandom Party is not an official San Diego Comic-Con event, we collaborate closely with San Diego Comic-Con International to ensure we embody the spirit of SDCC and its attendees. Planning an event like the Fandom Party requires us to live our own rally cry: “We power people’s fandoms!” Beyond the logistics and extensive communication, we remain deeply mindful of the broader sense of fandom.

What keeps you coming back to San Diego Comic-Con?

San Diego Comic-Con’s 54-year legacy is a testament to the power of fandom and creators. This monumental gathering can transport attendees to their earliest childhood memories or catapult them into the future of entertainment and collectibles. Since my first event in 2004, the show has certainly evolved, but it remains the epicenter and embodiment of all things fandom. From an events perspective, producing at SDCC is our best frenemy considering the massive scale. It’s not lost on us that we are amongst the most prolific IP, creators, artists, and talent, and it’s an absolute rush to return every year.

Looking forward, how do you see the FANDOM events evolving at Comic-Con in future years?

Can you ask me this next week? 🙂 All joking aside, I’d love for Fandom to continue to curate experiences for fans that bring them joy and the sense of community I previously mentioned. It’s what’s most important to use and what Fandom is all about at our core.

Mr. Weird Al Yankovic…if you are reading this, are you available in 2025?