Penske Media Corporation is expanding its presence in the live entertainment space with LA3C, an annual three-day festival celebrating Los Angeles.
The inaugural event will take place Dec. 2-4, 2021. The festival’s moniker, LA3C, stands for Los Angeles (LA), the Capital of Creativity & Culture (3C).The announcement comes two and a half months after Deadline’s parent PMC took a 50% stake in the South by Southwest festival.LA3C is envisioned as a curation of experiences and events in locations across LA County designed to attract guests from California, the rest of the U.S.
and around the world. That lineup could include comedy shows, live concerts and performances, culinary experiences, fashion activations and actor roundtables.
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