Theories of conspiracy, pro-Trump bling, and conservative businesses come together at this four-day event, offering a glimpse into a movement defined increasingly by its culture as much as its political stances. Politics here is not only debated, it is showcased, staged, and shared. Everything is for sale at the booths, from Donald Trump-themed cigar boxes to baseball caps, along with bank accounts and phone packages described as alternatives to institutions accused of going against conservatives.
Business and Ideological Showcase
“It’s about good values, having good ethics, and being honest,” says Sandy Schoepke, a supporter of the American president who has a stand at CPAC for the second time. In the hall, a huge banner displays Donald Trump turned into an action movie hero, accompanied by the slogan “Save America Again.” The president did not attend the event this year, a first since 2016.
“It’s not every day that we come together in such large numbers,” notes Eric Ohlhausen, co-founder of Old Glory Bank, an online institution addressing what he calls the “banking exclusion” of conservatives. “We are overtly a pro-American bank that promises not to exclude clients for their opinions,” adds Eric Ohlhausen. According to him, “this message resonates […] because these are people who have been harshly targeted by financial institutions.”
A few meters away, John Adams, boasting the same name as the second American president, leads a stand selling Donald Trump and American leaders-themed cigars. “Our mission is to tell the wonderful story of America,” explains John Adams. Above him, the conferences abound. But he claims to be too busy to handle his customers who, according to him, flock to the Donald Trump-themed cigar boxes. “In five years, I have not seen a speaker,” John Adams recounts.
An Immersive Media Ecosystem
Beyond the derivative products, the hall also functions as a media ecosystem. Rows of radio and podcast shows line up alongside influencers on their phones, while small stages are set up to welcome personalities like former British Prime Minister Liz Truss. This creates an immersive effect: the political message is produced, consumed, and reinforced in the same place.
