TURNING ‘THE SOUND’ UP TO ELEVEN.

The Brief

Loma led naming, branding and positioning of THE SOUND, a state-of-the-art performance space that amplifies southern California’s thriving entertainment scene. Upon launch, the first five concerts sold out in rapid succession.

The Client

California 22nd DAA and Belly Up Entertainment

Services

Branding Broadcast & Video Events

Industry

Consumer Sports & Entertainment

Designed to host an eclectic range of public and private events, THE SOUND adds an exciting mid-sized venue option for music lovers to see and hear their favorite artists.

Leveraging client relationships and Loma contacts, we created significant ‘buzz’ and valuable earned media opportunities. Our creative tactics included video, digital, print and a new website designed in partnership with Belly Up. Immediately following the naming announcement, the inaugural concert featuring 8-time Grammy winner Ziggy Marley sold out in hours.

We promoted an exclusive “Sound Check” kickoff event that showcased THE SOUND’s modern, intimate ambiance, underscored by its seaside vibe. Built inside the mission-styled Surfside Center on the Del Mar Fairgrounds’ east side, designed to host an eclectic range of public and private events, the new venue was off to a fantastic start—the next five events sold out in rapid succession.