Two heavyweights of Southern California nightlife are joining forces. Today, Insomniac officially announced a new partnership with Los Angeles’ famed AVALON Hollywood nightclub.
The collaboration between Insomniac and AVALON, respectively helmed by music industry magnates Pasquale Rotella and John Lyons, promises to marry Insomniac’s unrivaled expertise in festival production with AVALON’s esteemed reputation as one of Hollywood’s most historic venues.
“Pasquale’s dedication to crafting extraordinary experiences and pushing the boundaries of live entertainment perfectly aligns with our ethos,” Lyons said in a press release. “Together, AVALON and Insomniac are poised to ignite the nightlife scene with unparalleled energy and innovation, with an unwavering commitment to the magic of music setting the stage for unforgettable nights and memories that transcend the ordinary.”
Initially opened in 1927 under a myriad of other names, the Spanish colonial theater on the corner of Hollywood & Vine has welcomed entertainment giants from every corner of the music industry, from The Beatles‘ first West Coast show in 1964 to icons like Stevie Wonder and Stevie Nicks, to modern stars like The Weeknd, Billie Eilish, Bruno Mars and more.
AVALON took over the space in 2003, transforming its hallowed halls into a new destination for dance music. In 2014, both of AVALON’s distinct rooms were renovated and fitted with state-of-the-art sound systems, audiovisual tech, and lighting.
“AVALON is not just another venue; it’s an integral piece of Hollywood’s music history, and we’re honored to join forces with an amazing visionary like John Lyons to bring Insomniac’s signature to this truly iconic venue,” Rotella added. “Here, we plan to celebrate the legends of dance music, as well as support the rising talent who are shaping the future of the genre.”
Last weekend, eight-time Grammy nominee Kaskade kicked off the new partnership in style, performing to a sold-out crowd. AVALON’s spring programming will see Insomniac produce several events from top DJs, plus shows from Insomniac’s fan-favorite brands like Bassrush, Basscon, Factory 93, and more.
Find AVALON’s full spring schedule here.
Featured image from Troy Acevedo
