Turn up “The SOUND!”

Loma introduces a state-of-the-art performance space that amplifies southern California’s thriving entertainment scene.

Envisioned and developed by California’s 22nd District Agricultural Association and operated by Belly Up Entertainment, THE SOUND adds an exciting mid-sized venue option for San Diego music lovers to see and hear their favorite artists.

Loma led the effort to name, brand and position THE SOUND, beginning with countywide outreach to engage locals and socialize the inclusive music mix. Immediately following the naming announcement last November, the inaugural concert featuring 8-time Grammy winner Ziggy Marley sold out in hours.

Last week, 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 is off to a fantastic start—there’s not a ticket left for its first four 2023 events!

"I invite everyone to experience THE SOUND!"

-- Carlene Moore, CEO 22nd DAA