The Cruz Coalition was formed in 2011 by David Loomstein and Art Cruz. Pillars of the L.A. Underground and co-founders of Area 33, David and Art chose to specialize in dance music events, festival and live event production to grow a profitable business and serve the LA Arts Community. Events blended underground aesthetics, local and international talent and a community vibe with ethical 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 points beyond.
David (aka Loomer) built live shows, events and partnerships on behalf of the Coalition, assuming full ownership in 2020. Re-branded Loomiere.live in 2022, the company continues to plan, produce and promote world class events for the LA Arts and Creative Community. Participating in all aspects of production, or taking on specific roles: strategy, finance, sales, marketing, logistics - freeing creators to do what they do best. A haven for producers, artists and all lovers of music and the arts, steering each event toward memorable results and profitability while employing ethical business practices.
Loomiere.live brings production experience, creative expertise, and best business practices to live events and producers who seek to collaborate and grow. It offers a state of the art network of venues, talent agencies, artists and staff and an active 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 talent curation. Covering any and all event functions, including creative, and getting 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: