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INSOMNIAC ANNOUNCES “AUDIOVISUAL DRIVE-THRU” EVENT SERIES BASED ON MUSIC FESTIVALS

The Electric Mile is set to launch early next year.

Words: DJ MAG STAFF

Insomniac has announced an “audiovisual drive-thru” event series.

Last week, Pasquale Rotella, the founder of Insomniac — the promoters behind Beyond Wonderland, EDC and Forbidden Kingdom — announced that a brand new concept would be introduced by the events titans in January 2021.

Dubbed Electric Mile, Rotella described the event series as an “audiovisual drive-thru adventure, filled with beautiful lights, art and sound”, and confirmed the events will take place at Santa Anita Park in Arcadia, California.

Speaking in a post on Instagram, Rotella said that he wanted to create an adventure for the whole family. “As a Dad, and still a kid at heart myself, this project has been a huge passion project for me,” Rotella said. “Creating something that can WOW both our festival goers and families alike has been an amazing challenge. I can’t wait to experience this new adventure with you all!

“We’ve created an amazing light-synchronized dance music soundtrack for the journey, as we transport you into seven magical Worlds, including EDC, Beyond Wonderland, Nocturnal Wonderland, Escape & Countdown. The road down Electric Mile comes complete with over 5,000,000 lights, 500+ art installations, disco balls, lasers and much more— all in a COVID safe, super FUN, drive-thru environment.”

The events begin on the 1st January 2021, and will take place every week thereafter. To find out more information and purchase tickets, visit the Electric Mile website here.