Leadership / 03.15.23
LA Gets New Festival Site as SoFi's Hollywood Park Hosts Rolling Loud
Access Staff
VenuesNow (03/09/23) Gensler, Andy
The 2023 Rolling Loud global hip-hop festival was hosted at Hollywood Park, a still-in-development area surrounding SoFi Stadium in Los Angeles' Inglewood neighborhood. This marks the first successful use case at the site, which featured safe ingress and egress, solid traffic flow, open spaces, relatively short concessions lines, major brand activations, an amusement park, and three branded stages including the Levi's Stage, the Gopuff Stage and the Culture Kings Stage. A large VIP area that could support thousands served as an add-on, with amenities including a barber shop, tattoo parlor and an amusement attraction, along with access to the front of the Levi's Stage and another premium ticketed grandstand area. Adolfo Romero, vice president of programming and booking at SoFi, YouTube Theater and Hollywood Park, said Rolling Loud's success was due to the "collaboration between our partners, Rolling Loud and the City of Inglewood." He added that "as Hollywood Park was coming to life, we started discussions with the city about different festival models." Rolling Loud produced the event in parallel with Hollywood Park's operations team, with Romero noting the organizers "used a lot of our best practices and everything was submitted to the city and then the city worked alongside us."
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Tags: Leadership , Los Angeles , Festivals