Hollywood, known as a feature film hub of the country, will now  make a claim for arts, music and other entertainment.

Only in Hollywood Music and Arts festival programming will kick off with an opening reception Thursday evening at Space 15 Twenty – the festival’s hub. (photo by Gregory Cornfield)

The first Only in Hollywood Arts and Music festival starts today at 5 p.m. and runs through Sunday, audiences have the option of viewing more than 100 live performances at 20 venues over four days.

Organized by the Hollywood business improvement district (BID) and Sunset and Vine BID, the four-day festival is designed to be a “walkable neighborhood open house” for all ages to experience authentic Hollywood. Activities will be anchored along Selma Avenue, near Cahuenga Boulevard and Vine Street, and all the venues are within walking distance.

Organizers said the goal is to shine a spotlight on the creative community in live entertainment venues and restaurants. Angelenos are invited to enjoy music, art, food and drinks.

“For decades, musicians and artists from around the world have come to Hollywood to share their talents. The Only in Hollywood Music and Arts festival celebrates that creative spirit,” said Carol Massie, president of the Sunset and Vine BID. “Los Angeles residents can explore the small and large entertainment venues across Hollywood and appreciate the incredible craft of the artists.”

Programming will kick off with an opening reception Thursday evening at Space 15 Twenty – the festival’s hub. But Kerry Morrison, executive director of the Hollywood Property Owners Alliance, said part of what will make the festival unique is that there will not be any opening or closing ceremonies. There also won’t be one set venue or location. It does not include street closures or stages. Instead, music and art fans are invited to walk the neighborhood to explore different selections from the curated collection of acts, as well as to enjoy cuisine from area restaurants.

“I am really excited for people to discover a different side of nightlife in Hollywood,” Morrison said. “For so many years, people would say their impression is that it’s the nightclubs. That chapter has come to an end. I think we’re moving into a new chapter, largely because so many more people are living here and a real neighborhood has developed. This is going to be a great opportunity for people to discover what we have to offer.”

Councilman Mitch O’Farrell, 13th District, agreed with Morrison and voiced support for the festival.

“We’re having challenges right now with the nightclubs being out of compliance,” he said. “While we’re working on getting those places into compliance, it’s good to have this alternative and focus to move Hollywood into a healthier direction.”

Morrison said ideas for the festival started a couple years ago when some leaders in the community researched how other cities host significant music festivals as a way to bring people to the area and generate excitement.

“What we did was reach out to venues and restaurants and spaces that could host entertainment, whether it be art or music or comedy, and we invited them all to prepare something for these four days and tell us, and we would tell the world,” she said. “It really represented a collaborative a neighborhood effort where everyone is throwing open their doors. I think it created neighborhood connection that didn’t exist.”

John Arakaki, with St. Felix at 1602 N. Cahuenga Blvd., helped organize the event. He said a major goal is to showcase Hollywood, as it has become a “vibrant renaissance.” He also described the neighborhood as a hybrid, and that the festival will show it’s a destination for day and night.

“You could spend several days here and still discover new things,” he said.

Morrison said she hopes the festival’s model will attract other curious pedestrians.

“I am hoping that people will hear music as they walk around Hollywood and feel like they can pop into places and take a look at the schedule and go somewhere else,” she said.

Venues and business participants include Amoeba Music, Avalon Hollywood, Capitol Records, Co-LAb Gallery, Couture, CreateNow, EaCa Alley, The Fonda Theatre, Hollywood Arts Council, The Hollywood Palladium, Piano Bar, IO West, LACE (Los Angeles Contemporary Exhibitions), The Library Bar @ The Redbury, Los Angeles Center of Photography, Mama Shelter, The Montalbán Theatre, The Record Parlour, Saint Felix, Sassafras, Second City, Space 15 Twenty, W Hollywood and more.

Arakaki said a great part about organizing the festival was the collaboration between businesses and venues. Bigger businesses worked with smaller ones to help fill gaps with artists and sponsorship. Arakaki and Morrison said they hope that communal feel spreads to the community.

The festival includes performances from Fall of Troy at the Fonda Theater; Island Apollo at The Library @ The Redbury; “Cancer the Musical” at Second City; Control presents Mayhem / Antiserum, Apashe, Thugli and Dainjaa at Avalon; and Silver Needle and Mother Tongue reunion shows at Saint Felix.

The festival also will showcase five pop-up art galleries and a new parklet. Architect and Hollywood resident Li Wen is planning to debut “Cahuenga Crossing” within three parking spaces in a lot at Cahuenga and Selma.

The festival includes a mix of free and ticketed events. For $1, festival-goers can buy a button that will identify them as eligible to receive discounts at local businesses. The button’s perks also include discounted parking at the Vine Street parking garage and a chance to win prizes. The buttons can be purchased at Space 15 Twenty today and Friday from 4-9 p.m., and on Saturday and Sunday from noon to 9 p.m. Volunteers will be stationed at Amoeba, Space 15 Twenty, Hollywood Boulevard and Vine Street, and at the Montalban. They will show sample itineraries to help explain how the festival works and will offer suggestions. But Morrison said it is OK to wander.

“We mostly want people to walk around. There’s a lot to see. Explore the place,” she said.

The festival will close Sunday with “Art in the Park{ing} Lot,” hosted by The Hollywood Palladium and curated by co-LAb Gallery.

Visit www.OnlyInHollywood.org/Festival for details, including an up-to-date listing of performers, venues and ticket costs.