The Cruz Coalition, founded in 2011 by David Loomstein and Art Cruz, is a prominent event production company specializing in dance music events and festivals in Santa Monica, CA. With a focus on showcasing the diversity of the Los Angeles Music and Arts Community, their artistically respected special occasions blend underground aesthetics, local and international talent, and a community vibe with ethical business practices.
Under the leadership of David Loomer, who assumed full ownership in 2020 and rebranded as Loomiere.live in 2022, the company continues to plan, produce, and promote world-class events for the LA Arts and Creative Community. With a state-of-the-art network of venues, talent agencies, artists, and staff, Loomiere.live brings production experience, creative expertise, and best business practices to live events and producers seeking collaboration and growth.
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