This week, the Los Angeles Tourism & Convention Board (Los Angeles Tourism) and Urban List will kick off an exclusive takeover of Sydney’s iconic Hollywood Quarter.
Across seven venues, from 1st-11th May, the takeover will immerse Sydneysiders in LA’s vibrant culinary scene, musical and film heritage, and wellness culture, in an extension of Los Angeles Tourism’s latest “We Love LA” brand campaign, which is currently airing across LA’s target international markets. Highlights include Butter’s Hip Hop Vinyl Night, where music lovers will have a chance to soak up the West Coast hip-hop scene, while the Whisky A Go Go Gig Nights at the Hollywood Hotel will transport guests to Sunset Blvd’s iconic live music venue with an epic lineup of bands and a whisky-loaded cocktail menu.
For cinephiles, the Golden Age Cinema & Bar will be playing LA oldies, cult classics, and a few films hot off the American press. A program featuring the likes of LA Confidential, La La Land and Mulholland Drive will be served alongside a limited-edition menu of LA-inspired cocktails and snacks. The epic takeover will be rounded out with themed trivia and darts evenings, and a special wellness event at Paramount House Hotel.
The full event lineup will feature:
● Thursday 1 May: The Lobby Party At Ace Hotel
● Friday 2 & 9 May: Whisky A Go Go Gig Nights At Hollywood Hotel
● Saturday 3 May: Hip Hop Vinyl Night At Butter
● Sunday 4 – Friday 9 May: LA-Themed Screenings At Golden Age Cinema
● Tuesday 6 May: LA-Themed Darts Night At Tio’s Cerveceria
● Tuesday 6 May: LA-Themed Trivia Night At Harry’s
● Saturday 10 May: The CALMM Wellness Event At Paramount House Hotel
Plus, to bring the City of Angels to you IRL, Urban List, Los Angeles Tourism and United Airlines have teamed up to give one lucky winner and their travel buddy the ultimate LA escape, complete with return flights, experiences and an unforgettable at the W Hollywood, AC Moxy, or Magic Castle Hotel. Entries are now open via the competition hub.
Urban List will also lead content creation and campaign amplification across editorial, Instagram, TikTok, the competition hub and EDMs—driving audience participation and cultural heat throughout the 11-day takeover.
“We’re thrilled to partner with Urban List to bring the energy, creativity, and culture of Los Angeles to Sydney’s Hollywood Quarter in Surry Hills” said Craig Gibbons, managing director for Asia Pacific at Los Angeles Tourism & Convention Board.
“From our world-renowned food scene to iconic music and cinema heritage, this takeover is a celebration of everything that makes LA unforgettable. At a time when our city is focused on recovery and resilience following the devastating events earlier this year, this is an important initiative to drive Aussies to rediscover the magic of LA and support the communities and businesses that make our city so special.”
Jacqui L’Brooy, chief commercial officer at Urban List added: “We’re proud to partner with LA Tourism on a takeover that doesn’t just talk about culture, it delivers it. By injecting LA’s fame into real-life experiences, we’re giving culture seekers a true taste of the city, and turning inspiration into action, driving real desire for LA and real-world support for local businesses.
“Our audience is 3x more likely to travel where Urban List shows up, and by dropping LA into Sydney’s Hollywood Quarter, we’re creating experiences that fuel genuine travel intent. This isn’t just a campaign. It’s culture, connection, and it’s giving Hollywood energy with an Aussie postcode.”
With significant infrastructure and development projects in progress, such as the modernization of Los Angeles International Airport and the ongoing construction of the Lucas Museum of Narrative Art, along with major upcoming events like NBA All-Star 2026, the 2026 U.S. Women’s Open Championship, FIFA World Cup 26, Super Bowl LXI in 2027, and the 2028 Olympic and Paralympic Games, Los Angeles Tourism is dedicated to leveraging the city’s growing momentum as it prepares to take center stage for these global events in the coming years.
To learn more, visit DiscoverLosAngeles.com.
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