Penske Media Corp. will launch a three-day cultural festival, LA3C, in Los Angeles in December that aims to celebrate entertainment, food, comedy, fashion, sports and music as well as the great diversity that defines the City of Angels.

The event, organized by the parent company of Variety, is scheduled to take place in locations around Los Angeles from December 2-4. Variety and other PMC brands, including Rolling Stone, Deadline, Billboard, Vibe, Hollywood Reporter, WWD, Sportico, SHE Media, ARTnews, Robb Report and LDJ, will host events, content and experiences for the festival. LA3C’s nickname means “Los Angeles, Capital of Creativity and Culture”.

The goal is to engage Angelenos in events that offer insight into the inner workings of the creative communities that power much of the region’s economy. The plan is to have a range of accessible events, from branded demonstrations and installations to musical and comedic performances. The gathering will also provide a platform for nonprofits engaged in a range of LA-related issues.

LA3C is designed as an “open architecture festival” which means that the opportunities will be extended to like-minded artists, brands, non-profit organizations and musicians to improve the content and programming of events. Juan Mora, impact investor and nonprofit leader, has been appointed CEO of LA3C by Jay Penske, President and CEO of PMC.

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 that solve some of the city’s pressing challenges, ”said Mora. “Jay’s vision and his 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 our mission.

Penske envisions the festival as a way to bring locals together to celebrate all things LA after the hardships of the pandemic.

Los Angeles influence and inspiration permeates the world. After 18 months of isolation, it seems now is the time to come together around the cultural elements that bind us together, ”said Penske. “We welcome the opportunity to engage the diverse communities of Los Angeles and have allocated resources to reinvest in the city through the support of local nonprofit organizations. Thanks to Juan’s leadership and experience in mission-driven businesses, this event and its potential impact are limitless.