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 from December 2-4, 2021. The festival’s nickname, LA3C, stands for Los Angeles (LA), the Capital of Creativity and Culture (3C).

The announcement comes two and a half months after Deadline’s parent company, PMC, took a 50% stake in the South by Southwest festival.

LA3C is designed as an organization of experiences and events at LA County venues designed to attract guests from California, the rest of the United States and around the world. This programming could include comedy shows, live concerts and performances, dining experiences, fashion activations and actor roundtables. LA3C will leverage the expertise and reach of PMC publications while inviting like-minded artists, brands, nonprofits and musicians to be part of the festival’s inclusive programming and content.

“After 18 months of isolation, it seems like the time has come to come together around the elements of culture that connect us,” said PMC Chairman and CEO Jay Penske. “We welcome the opportunity to engage Los Angeles’ diverse communities and have allocated resources to reinvest in the city through the support of local nonprofit organizations.”

Penske has appointed Juan Mora as general manager of LA3C.

“It 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,” Mora said.