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Hard

Hard Summer Announces New Home, and Dates

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Tue, Feb 25, 2014 at 9:20 AM
click to enlarge Hard Summer 2013 - TIMOTHY NORRIS
  • Timothy Norris
  • Hard Summer 2013
With Los Angeles State Historic Park closed for a one-year renovation, the Hard festivals and other big events previously held there (including FYF Fest, H20 Fest) have had to look for new venues for 2014.

Hard has solved its problem by adopting as its home for their Hard summer event, held Aug. 2 and 3, the 1,492-acre Whittier Narrows Recreation Area in South El Monte. It sounds to us like a novel use for the public park.

A source with knowledge of the news pointed us to the Ticketmaster listing, saying that it wasn't initially clear if the event would face resistance from South El Monte city officials. (Hard officials will announce the news later this morning.)

While raves have become a bad word with politicians around Los Angeles, Hard was purchased by the nation's largest concert promoter, Live Nation, in 2012, signaling that it's a highly professional (and money-making) operation.

Still, it has been difficult for electronic dance music festivals to find homes for their increasingly large audiences. L.A.-bred Electric Daisy Carnival settled into Las Vegas in 2011 and now sells more than 100,000 tickets for its annual three-day party there.

But earlier today EDC honcho Pasquale Rotella told fans that his company, Insomniac, which is half-owned by Live Nation, does not have venues for its three biggest Southern California events this summer.

He said on his Facebook page that the San Manuel Amphitheater, which he tried out last summer, is not the right fit for his events and that "we are actively negotiating new homes for Beyond [Wonderland], Nocturnal [Wonderland] and Escape [From Wonderland]."

"San Manuel is a beautiful location, but it's clear that it cannot handle our larger Insomniac festivals right now," Rotella wrote. "Until we have the right venue, we are not going to have Beyond Wonderland in SoCal."

Last summer Hard boasted of selling 70,000 tickets for its two-day festival, making it one of the largest EDM events on the West Coast.

It featured 2 Chainz, Dog Blood (comprised of Skrillex and Boys Noize), Flying Lotus and more.

This summer's Hard lineup has not yet been announced.

The Hard Summer teaser video is below

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