Insomniac Doubles Down on Vegas with Life is Beautiful Festival

Sin City's rock, culinary, and arts fest is about to turn up.

May 12 2015, 4:55pm

Cameron Grant

The Life is Beautiful festival in Las Vegas just got a little more PLUR. Insomniac Events, the company behind Electric Daisy Carnival, has announced a partnership with the nascent music, arts, and culinary fest, planned for September 25-27 in Downtown Las Vegas. The move establishes Insomniac's foothold as a festival leader in Sin City while expanding its portfolio beyond the rave scene.

In a statement, Insomniac CEO Pasquale Rotella expressed his excitement to transition from being a fan of the fest to one of its partners. "We both believe in the power of art, music and community, and creating immersive environments in unique locations," said Rotella. "Life Is Beautiful will transform Downtown Las Vegas into a magical urban cityscape, and we can't wait to do that together."

Life is Beautiful began in 2013 as a two-day event designed to appeal to locals as much as it did the throngs of tourists that feed the city's economy, drawing a reported 30,000 attendees per day in its first year. In 2014, it expanded to three days and featured a marquee rock acts (Foo Fighters, Jenny Lewis) and hip-hop stars (Outkast, Kanye) with a smattering of DJs (Skrillex, Galantis). It also featured a slate of celebrity chefs (not hard to find in Vegas), an array of visual artists, and go-to rabble-rousers of the thought leader speaker circuit like Tony Hsieh of Zappos and Pussy Riot. While the 2015 lineup has yet to be announced, the addition of Insomniac promises that this year's Life is Beautiful music stages will be more electronic than before.

Founded by veteran Vegas events manager Rehan Choudhry, Life is Beautiful partnered with Vegas magazine publisher and events company Wendoh Media earlier this year, a deal that cemented its identity as the for- and by-locals event. The fest will continue to be co-produced by San Francisco-based Another Planet Entertainment, known for Outside Lands and Treasure Island festivals. As it happens, Another Planet is also a longstanding rival of Live Nation, Insomniac's parent company.

Though Insomniac is best known for spring and summer megafests EDC, the fall calendar is already a busy one for the LA-based promoter with Nocturnal Wonderland on Labor Day weekend and Escape from Wonderland at Halloween. Still, the addition of Life is Beautiful is a tactical advantage for Insomniac, locking in its status as a major player in its adopted hometown of Vegas and forging a new path as a partner for smaller promoters with a foray into non-electronic events, without the direct involvement of Live Nation.

The 2015 Life is Beautiful lineup is expected to drop later this month. Tickets are on sale now.

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