(Los Angeles, CA) - May 6, 2013 - sbe, an industry leading hospitality, entertainment and real estate company, and Insomniac, the premier producer of electronic dance music events and festivals, today announced their partnership and the debut of Create nightclub in Hollywood. Create will open May 11 in the space formerly known as Vanguard.
Internationally acclaimed artist Dash Berlin will perform for the opening of Create on May 11 in a space that sbe and Insomniac have redesigned to provide an unparalleled music and nightlife experience.
"This is a landmark partnership for the Los Angeles music scene and one that enables us to combine the talent and vast operational and marketing resources of sbe and Insomniac to produce groundbreaking shows and events," said Costas Charalambous, Senior Vice President sbe Nightlife Group. "Create is brilliantly symbolic of the partnership in that we've designed a space that we can program in a way that is truly unrivaled in the industry."
"The dance community in the United States has witnessed a powerful evolution over the last decade and as a result of the industry’s growth this was a natural partnership," added Pasquale Rotella, CEO and founder of Insomniac. "By combining sbe’s expertise in hospitality and nightlife with Insomniac’s deep roots in dance music and dedication to the fan experience, we’re bringing the best of both worlds together for fans. The space is devoted to creativity…creativity in all its forms.”
Through the re-imagination of the former Vanguard space, sbe and Insomniac have transformed Create into a home for artist experimentation. While Create will showcase some of the world’s highest-profile dance music talent, the venue will also serve as a laboratory for emerging artists to explore their sound. The space will also act as a testing ground for developing technologies in sound and lighting systems, and innovative production techniques. In addition to dance music artists, Create will look to activate experiences with emerging talent in the fashion, filmmaking and design industries.
In an effort to appeal to dance music’s many audiences, sbe and Insomniac have developed Create to enable the clientele to customize their own experience. Whether a guest is looking for a bottle-served table experience, or prefers to join the party on the dance floor, Create offers an array of ticketing options.
While sbe will oversee operations and management of Create, Insomniac will take the lead on artist programming and production. Together, sbe and Insomniac will leverage their extensive marketing and promotional channels to reach millions of consumers worldwide. Following the May 11 Dash Berlin show, Create will release a full schedule of shows in the coming weeks.