All Things Live Acquires Majority Stake In Dutch Promoter Loveland

LLF23 DAY1 Niels 31
Scene from day one at Loveland Festival 2023. (Picture courtesy of All Things Live)

All Things Live (ATL) announced a partnership with Loveland Events, based in Amsterdam, Netherlands, promoter of several festivals that attract “over 150,000 visitors annually,” according to a press release from ATL.

The partnership sees ATL acquire a majority stake in Loveland, Pollstar was told upon request.

Established in 1995, Loveland currently organizes Loveland Festival, 909 Festival,
Music On Festival, Loveland Orange Festival, as well as several events during the Amsterdam Dance Event.

According to the press release, “the addition of Loveland expands All Thing Live’s existing festival portfolio throughout Europe as well as All Things Live’s footprint in the Netherlands that already includes Concert at Sea, HIER Festival, In Het Volkspark and Agents After All.”

“We believe that Loveland Events and All Things Live is a perfect fit that comes at the right time. After producing events for over 25 years, the partnership offers the unique opportunity to do better events for the city of Amsterdam and its residents. By combining powers, we get the chance to learn from a variety of festival entrepreneurs that make up the extensive portfolio of All Things Live and incorporate best practices in our own events,” commented Marnix Bal, founder and CEO of Loveland.

“Marnix and his team have built fantastic festivals over the years, and we are excited to welcome Loveland to the All Things Live family and our growing festival business fueled by passion for great live events and love for music,” added Kim Worsøe, member of the Executive Board of All Things Live Group.

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