LuminoCity Festival

What LuminoCity Festival does

LuminoCity Festival (legal entity LuminoCity, Inc.) is a privately held experiential entertainment company founded in 2018 in Forest Hills, Queens, New York, by CEO Xiaoyi Chen. The company produces large-scale, walk-through immersive light art festivals that combine traditional Chinese Zigong lantern-craftsmanship with modern LED illumination technology and animatronic elements. Its core product portfolio includes two flagship festival formats — the seasonal Holiday Lights Festival and the year-round Dino Safari Festival featuring life-sized animatronic dinosaurs — supplemented by add-on programs such as Lumi's Utopia (children's drawing contest), Lumi's Lab (STEM/educational component), Lumi's Friends (character experiences), Lantern-Making Live Demonstrations, and the Wonder Journey guided audio tour. A "Powered by LuminoCity" platform licenses the festival format to commercial venues.

LuminoCity operates a pop-up, event-driven distribution model. Tickets are sold direct-to-consumer through an online booking platform (book.peek.com) at $21 for adults and $18 for children/seniors, with supplementary revenue from $25/$50/$100 gift cards, $10 workshops, and on-site merchandise. The company does not own its venues; instead it partners with mall operators (Brookfield Properties, Macerich, Westfield), zoos (Brevard Zoo, Jacksonville Zoo), county governments (Nassau County, Montgomery County), and educational institutions (Long Island Children's Museum) to host festivals at their properties. According to company-reported metrics, LuminoCity has produced over 30 festivals, served more than 1 million cumulative visitors, and expanded from 1 location to 16 locations across 8 U.S. states (New York, New Jersey, Georgia, North Carolina, Florida, Maryland, Pennsylvania, Virginia).

The business is a seasonal, project-based live entertainment operation with 11–50 employees, no disclosed external institutional funding, and no parent company. It is certified as a Minority and Women-owned Business Enterprise (MWBE) in New York State and is a member of IAAPA. The company has received earned media recognition including a New York Times recommendation as a top NYC holiday attraction.

Name

LuminoCity Festival

Legal name

LuminoCity, Inc.

Website

https://luminocityfestival.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

LuminoCity Festival is a New York-based experiential entertainment company that produces immersive Chinese-style lantern and animatronic dinosaur light festivals across 16 pop-up locations in 8 U.S. states, selling tickets direct-to-consumers at partner venues including malls, zoos, and county parks.

Ownership category

akta.pro rank

Product category

Immersive Light Art Entertainment / Experiential Attractions

NAICS

Arts, Entertainment, and Recreation (71)

SIC

Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Cultural & Community Festivals (Ticketed) (THAJAFAI)

akta.pro secondary industries

National/Seasonal Holiday Festivals (New Year, Harvest, Winter Markets) (MPAGAEAD), Arts & Culture Community Festivals (Multidisciplinary Arts Weeks) (MPAGAEAG)

Keywords

• Immersive light festivals
• Light art installations
• Seasonal entertainment events
• Walk-through attractions
• Chinese lantern festivals

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Supply Chain, Infrastructure

Revenue model

1. Event Ticket Sales: Primary revenue stream from selling admission tickets to LuminoCity Festival events. Tickets are sold per person with pricing based on age categories (children under 2 free, children 2-12 and seniors $18, adults $21). Tickets are date-specific and purchased through the online booking platform.
2. Gift Card Sales: Sale of gift cards in denominations of $25, $50, and $100, providing flexible gifting options for visitors.
3. Workshop Fees: Fees charged for participation in hands-on workshops such as lantern decorating and lantern-carrying experiences, priced at $10 per person.
4. Merchandise Sales: On-site merchandise sales including themed products and souvenirs available at event gift shops.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

LuminoCity Festival designs, produces, and operates large-scale immersive walk-through light art festivals combining traditional Chinese lantern-making (Zigong craftsmanship) with LED illumination and animatronics. Flagship offerings include the seasonal Holiday Lights Festival and the year-round Dino Safari Festival, hosted at partner venues such as malls, zoos, and county parks across multiple U.S. states, with tickets sold directly to consumers.

Product overview

LuminoCity Festival operates as a multi-product experiential entertainment company offering immersive light art festivals and dinosaur-themed attractions. The core portfolio includes the Dino Safari Festival featuring animatronic dinosaurs with lighting effects, and the Holiday Lights Festival showcasing seasonal lantern displays. Supporting these flagship events are add-on modules including Lumi's Utopia children's drawing contest, Lumi's Lab educational STEM exhibits, Lumi's Friends character meet-and-greets, Lantern-Making Live Demonstrations, and Wonder Journey audio-guided tours. The Powered by LuminoCity platform enables venue partnerships with malls and parks to host licensed LuminoCity-branded events.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• 30+ festivals produced since founding
• +2 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• Long Island Children's Museum (LICM)coreStrategic or Co-development PartnerStrategic partnership to present 'Lumi's Utopia' exhibit at the Long Island Children's Museum, combining LuminoCity's lantern expertise with LICM's educational mission to create an immersive experience for young visitors and families.
• Brookfield PropertiescoreChannel Partner/ Reseller/ DistributorMajor mall operator providing venue space for LuminoCity events at their shopping centers. Brookfield Properties owns and operates shopping malls across the United States, serving as key distribution channel for LuminoCity's pop-up events.
• MacerichcoreChannel Partner/ Reseller/ DistributorMall operator hosting LuminoCity events at properties like Concord Mills and Mall of Georgia. Macerich provides prime retail venue locations that drive foot traffic while benefiting from LuminoCity's attraction power.
• WestfieldcoreChannel Partner/ Reseller/ DistributorInternational mall operator providing premium venue locations for LuminoCity events, enabling access to high-traffic retail destinations in major metropolitan areas.
• Nassau CountycoreChannel Partner/ Reseller/ DistributorCounty government partnership to host LuminoCity events at venues like Eisenhower Park, providing public park spaces for large-scale outdoor installations.
• Montgomery CountycoreChannel Partner/ Reseller/ DistributorCounty government partnership to host events at venues like Montgomery County Fairgrounds, providing event space for LuminoCity's seasonal festivals.
• Brevard ZoominorChannel Partner/ Reseller/ DistributorZoo venue partnership to host LuminoCity Dino Safari light events, combining wildlife attractions with illuminated dinosaur displays and lantern installations.
• Jacksonville ZoominorChannel Partner/ Reseller/ DistributorZoo venue partnership hosting LuminoCity's themed light experiences, creating unique after-hours events that extend visitor engagement with zoo exhibits.
• IAAPAminorOthersInternational Association of Amusement Parks and Attractions membership providing industry networking, best practices, and recognition within the global attractions industry.

Scale indicators6 records

Recent moves10 records

Expansion highlights5 records

Broad incumbents

• teamLab: teamLab operates large-scale immersive digital art exhibitions globally, representing a broader incumbent in the immersive ticketed art experience category where LuminoCity also competes.
• Holiday World & Splashin' Safari: A long-established themed amusement park known for seasonal holiday light events and family entertainment, representing a larger incumbent competing for the same holiday-family demographic.
• Silver Dollar City: A themed destination park that runs a major Old Time Christmas holiday lights festival, operating at significantly larger scale than LuminoCity in the immersive seasonal entertainment category.

Emerging players

• Meow Wolf: Meow Wolf operates large-scale immersive art installations with ticketed walk-through experiences, overlapping LuminoCity's model of monetizing immersive, Instagram-driven experiential environments.
• Wanderlight (Traveling Lantern Festivals): Smaller traveling Chinese lantern festival operators compete with LuminoCity for venue partnerships and family audiences in regional U.S. markets.

Direct peers

• Lightscape (Chicago Botanic Garden): Lightscape is a major ticketed outdoor illuminated trail experience at a botanic garden, competing for the same family holiday-entertainment dollars as LuminoCity's Holiday Lights festival.
• Enchant Christmas: Enchant Christmas operates large-scale ticketed holiday light maze experiences in U.S. cities, directly competing with LuminoCity Holiday Lights for family ticket spend in the November-January window.
• China Lights: China Lights produces traveling Chinese lantern festivals across U.S. venues, directly overlapping LuminoCity's core lantern-craftsmanship model and family ticketed audience.

Regional players

• Wild Lights (Various Zoos): Multiple zoos (e.g., Houston Zoo, Smithsonian) host their own branded holiday light events, creating direct competition for the same family audience LuminoCity serves via its zoo partnerships.
• Zoolights (Various): Zoolights-style ticketed holiday light events at zoos across the U.S. directly compete with LuminoCity's Dino Safari and Holiday Lights ticketed offerings at zoo venues.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@luminocityfestival
• Facebookfacebook.com/luminocityfestival
• Instagraminstagram.com/luminocityfestival/?hl=en
• TikToktiktok.com/@luminocityfestival?lang=en
• Xx.com/LuminocityFest
• LinkedInlinkedin.com/company/luminocityfestival

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about LuminoCity Festival