On Thursday (July 1), Penske Media Corporation announced LA3C, a new three-day festival celebrating the city of Los Angeles that will take place this winter.
LA3C stands for Los Angeles, the Capital of Creativity & Culture and aims to celebrate the rich culture and diverse communities in the metropolis. Various locations throughout the city will host locals and tourists from around the world at the inaugural event from Dec. 2-4, 2021. A press release describes LA3C as “an open-architecture festival inviting like-minded artists, brands, nonprofits and musicians to add to the festival’s inclusive programming and content.”
The festival will tap into PMC’s key media properties including Billboard, as well as The Hollywood Reporter, Rolling Stone, Variety and Vibe, among many others. LA3C will invite people to one-of-a-kind entertainment events, including comedy shows, live performances, culinary experiences, fashion exhibits, actor roundtables and more.
PMC CEO/Chairman Jay Penske appointed Juan Mora, an impact investor and nonprofit leader, as LA3C Chief Executive.
“This will be the first festival of its kind to fortify a city that combines talent, diversity and culture like no other while engaging with organizations solving some of the city’s pressing challenges,” said Mora in an official statement. “Jay’s vision and the commitment to positively impact the city of Los Angeles is inspiring. I plan to leverage the expertise of Penske Media’s iconic brands to create an experience for all visitors, and we invite creatives, musicians, and artists to join in our mission.”
Adds Penske: “Los Angeles’s influence and inspiration permeates globally. After 18 months of isolation, it feels now is the time for gathering around the elements of culture that connect us. We welcome the opportunity to engage Los Angeles’s diverse communities and we have allocated resources to invest back into the city through support of local nonprofit organizations. With Juan’s leadership and experience across mission driven businesses, this event and its potential impact are limitless.”
For more information, visit LA3C.com.