WEST HOLLYWOOD — LA Pride has a new theme and campaign that celebrates individuality and the expression of pride.
Christopher Street West, the nonprofit group that produces the annual West Hollywood-based LA Pride Festival and Parade, announced the #JustBe slogan on Friday.
“Everyone experiences Pride a little bit differently – and we wouldn’t want it any other way because that’s precisely what makes our community tick,” Shayne Thomas, Christopher Street West board member, said in a statement. “#JustBe is a deeply personal invitation for self-expression that, we hope, will empower members of the LGBTQ community – as well as our very important straight allies – to embrace, embody, and express what Pride truly means to them in the rawest, most authentic ways possible.”
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The LA Pride Festival will take place June 9 and 10 in West Hollywood Park on San Vicente Boulevard — between Santa Monica Boulevard and Melrose Avenue — and in the Pacific Design Center Plaza.
Single tickets are $20, and individual weekend passes are $30.
Advance tickets can be purchased online.
No information has been released yet on the pride parade, which last year was replaced with a Resist March protesting the Trump Administration.
LA Pride officials also said that the #JustBe theme build’s on the organization’s mission statement that was revamped last year.
“Our mission is to create safe and inclusive spaces for self-expression, inspire an authentic sense of activism in the continued fight for equality, and celebrate the unique heritage and diverse cultures of Los Angeles’ LGBTQ+ community and its allies.”
The theme also will be used to commemorate people who fought for justice and equality, LA Pride organizers said.
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Los Angeles organized the nation’s first gay pride parade in 1970. The festival started four years later. The parade marched down Hollywood Boulevard, but eventually the festival and parade moved to West Hollywood for several reasons:
- The enclave had a large gay and lesbian population and was considered more gay friendly than Hollywood
- The festival had outgrown its Hollywood site
- The continuing hostility of the Los Angeles Police Department