All performances took place inside the world-famous Cat Club, House of Blues, Key Club, The Roxy Theatre, Viper Room and Whisky A-Go-Go on the Notorious Sunset Strip in West Hollywood.

The festivities kicked off June 26 with a special opening night party at the House of Blues, hosted by Mark McGrath. The event honored Sunset Strip music icons Lou Adler, Mario Maglieri and Elmer Valentine. Special guests Slash, Michelle Phillips and Cheech Marin and Tommy Chong revealed personal stories and memories about the honorees. The evening concluded with a performance by Camper Van Beethoven, Soul Asylum and Everclear.

Friday and Saturday night featured performances at each of the clubs by a diverse lineup of artists, including B Real of Cypress Hill with Slash, Dilated Peoples, Godhead, Hellogoodbye, Hot Hot Heat, Juliette & The Licks, Louis XIV, Mickey Avalon, Starf***ers, The 88, and a Whisky All-Star Jam among others. Red Bull Music Academy hosted an all-day outdoor event on June 28, which featured performances by Camp Freddy, Pop Noir and Darling Stilettos as well as Guitar Hero gaming.

Virgin America sponsored a party at The Standard hotel June 27, which included a donation to The Painted Turtle, a full-service camp for seriously ill children founded by Lou Adler and his wife Page in association with Paul Newman’s Hole In The Wall Camps.

Before the final performances on June 28, an exclusive “Icon Roundtable” event and cocktail reception took up residence at the London West Hollywood hotel. Larry King moderated the discussion with Lou Adler and Mario Maglieri, which touched on their roles shaping The Strip, their favorite memories and best performances at the clubs. Current club owners Nic Adler (The Roxy Theatre), Mikeal Maglieri (Whisky A Go-Go) and Harry Morton (Viper Room) joined the discussion to talk about the future of The Strip.

The festival was sponsored by Indie 103.1, Metromix, Virgin America, Ticketmaster, the City of West Hollywood, 944 Magazine, West Hollywood Marketing & Visitors Bureau, Vitamin Water, Signature Creative, The Standard and Red Bull Music Academy.