The Cruz Coalition was formed in 2011 by David Loomstein and Art Cruz. Pillars of the L.A. Underground and part of the original Area 33 team, David and Art branched off to specialize in dance music events, festival and live event production. Coalition events blend underground aesthetics, international and local talent and a community vibe with solid business practice. Our events are artistically respected special occasions showcasing the diversity of the Los Angeles Music and Arts Community at live venues across Southern California and beyond.
Over the years, David built events and partnerships on behalf of the Coalition, assuming full ownership of the company in 2020 now doing business as Loomiere.live. He sees its charter as planning and building world class live events for the LA Arts and Creative Community and beyond. Participating in all aspects of event production, or taking on specific roles: strategic, finance, advertising, logistics; freeing creators to do what they do best. A haven for producers, artists and fans, steering each event toward best practices and memorable results.
Loomiere.live brings production, creative and business expertise to live events and producers who seek to collaborate and grow. Offering a state of the art network of venues, talent agencies, artists and staff and an active community list of 12,000 experiential event participants across Southern California and beyond. Competencies also include social media marketing, ad creation and metrics, budgets, pricing, and curation. We cover any and all event functions, including creative, and we get the business and details right so our events and partners thrive.
Tell us what you loved about our most recent dance music events, or let us know how we can make our next event production even better. Referrals and recommendations are welcome. We're here to make the best events we possibly can for all involved.
Are you passionate about music, art, dance, culture and community? We want to hear from you: