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Sunset Strip Business Association Debuts Music Festival

Sunset Strip Business Association's Todd Steadman and Karmen Beck
Sunset Strip Business Association's Todd Steadman and Karmen Beck
Photo: Courtesy of Sunset Strip Business Association
The first Sunset Strip Music Festival is set to take place next week, from June 26 through 28. Behind the event are Todd Steadman, executive director for the Sunset Strip Business Association, and Karmen Beck, the group's business development and sponsorship director, who are bringing the much-buzzed-about event to life. In its introductory year, the music festival will feature various events and performances in a mutual effort by the city of West Hollywood, local venues on the Sunset Strip, and the Sunset Strip Business Association.

How did the idea of the music festival come about?
Beck: It’s been talked about for years. The Sunset Strip is really where it all began, with the most legendary clubs on one strip of 1.3 miles. It was beyond time that we did something on the Sunset Strip with the clubs where so many bands began their careers. It’s really the first time that all of the clubs are joining forces and uniting.

Steadman
: A couple years ago, the clubs, the city, and our organization got together to start planning this event. [The clubs] understand the importance of this and what it will do for the strip. We look at this music festival as a huge contribution, not just economically, but socially and culturally. Many of the major acts that you see today got a jump-start playing on the Sunset Strip.How did you secure venues and talent to produce this event?
Steadman: We asked them. [We had] conversations with club owners, and they were interested in doing it. The city was interested in doing something. So we all met and started planning.

Beck: The clubs were responsible for booking the talent individually. As far as the talent that has been booked for the shouldering events, it’s been a group effort. We have three different special events going on: the opening-night tribute at the House of Blues, M.C.ed by Mark McGrath; Virgin America is hosting a party at the Standard on Friday evening with DJ Spider; and we got Larry King, because we were talking abut doing some sort of icon roundtable, and who better than Larry King to moderate it? We’re doing a cocktail party at the top of the new London after the roundtable.

The city of West Hollywood is a big partner for this festival. What is its role?

Steadman: You need their approval to do such an event. There are many things they are doing in support of it. They are supporting in terms of security and public safety, direct involvement, and assets, as well as financially.

What tactics are you using to get the word out?
Beck: We have a wonderful radio partner, Indie 103.1. We’ve also partnered print-media-wise with Metromix. If you drive past the Key Club, we have all sorts of things on the Jumbotron, and also on the Jumbotron across from the Hyatt hotel. We have 30 digital billboards that Clear Channel has made available to us. We have posters everywhere and banners on the street poles lining the strip. I think we have an advantage because of the fact that we are dealing with the Sunset Strip, and it’s already got major appeal.

Steadman: Also, our publicity partner, MSO, has been great.

What last-minute details are you finalizing?
Beck: We have a lot of things going on. Red Bull is hosting a special event in the parking lot next to Coffee Bean during the day on Saturday from noon to 8 p.m. with a live broadcast from Indie 103.1. That will be followed by an acoustic performance by Camp Freddy at eight. Book Soup is helping. You will see the Sunset Strip Music Festival on their marquee; their windows will be dressed to feature books related to the music industry. You’ll see our posters all over Coffee Bean and [the] Hustler [store]. We’re hoping to create a real festival vibe.

What are your expectations for the inaugural festival?

Steadman: We see this as a long-term annual event for the strip, which will continue to create synergy for this place as a destination. One of the things that differentiates the strip from other destinations is its music [history and culture].

Beck: We’re looking to create something that’s not necessarily like Coachella or Sundance. We are looking to bring unique events to each and every venue. In years to come, we are looking to close off a portion of the street, and have some sort of live performance during the day, as well.