Confetti at a Party

Let’s get this show on the road.

Music Band Performing on Stage

what we do

At Electric Avenue Events, we blend the artistry of gastronomy, the allure of fine wines, and the spirit of celebration to curate extraordinary festival experiences. Our mission is threefold:


  • Elevate Culinary Experiences: We believe that food and drink are more than sustenance; they’re expressions of culture and joy. Through meticulously curated festivals, we elevate culinary experiences, pairing delectable dishes with exquisite wines and spirits.


  • Celebrating Life’s Flavors: Life is a tapestry of flavors – bold, delicate, and nuanced. Our festivals celebrate these flavors, whether it’s a wine tasting under the stars, a gourmet food tasting or a spirited cocktail soiree.


  • Nurturing Community: Beyond festivals, we foster a community of foodies and connoisseurs. We collaborate with local and national artisans to create memorable experiences that linger long after the last sip.


Join us as we raise our glasses, savoring every taste, and toast to life’s unforgettable moments. Cheers!


Cheerful multi-racial friends clinking champagne glasses, corporate event, fun
Friends Having Drinks
Music Band Performing on Stage

Shelby Russell, Founder & President

Shelby Russell boasts over 25 years of event leadership experience and recently founded Electric Avenue Events in March 2024. His impressive career highlights include:


  • President & Publisher at Los Angeles Magazine: Shelby oversaw and produced numerous lifestyle events, including The Food Event, Whiskey Festivals, Taste of Pasadena, and Best Restaurant Celebrations.


  • SVP at AEG, L.A. LIVE, & L.A. LIVE Cinemas: As part of the executive team, Shelby contributed to hundreds of events, such as LA Food & Wine, All-Star Chef Classic, LA Lakers pre-season games, BET Experience, LA Film Festival, Amgen Tour of California, Bay to Breakers, and Los Angeles Sol & WTA Tour Championships. He was also responsible for managing movie premieres and film festivals at the L.A. LIVE Campus.


  • Director of Marketing at STAPLES Center & Los Angeles Kings: Shelby successfully led marketing initiatives and game entertainment activities.


  • Co-Founder of Ice Bulb: Shelby played a key role in operating an ice sculpture and ice décor company.



Group of people watch colorful holiday fireworks

Food, Wine & Spirit events

Recently produced by Shelby Russell

  • The Food Event (2021-2023) - video link
  • Taste of Pasadena (2023) - video link
  • LA Best Restaurants Celebration (2022-2024) - video link
  • Giada De Laurentiis Pop-Up Dinner (2024) - video link
  • L.A. Woman Luncheon with Kris Jenner (2023-2024) - video link
  • Los Angeles Whiskey Festival (2021-2023) - video link
  • Long Beach Whiskey Festival (2022-2023) - video link
  • Pasadena Whiskey Festival (2022-2023) - video link
  • Best of LA - Paramount Studios (2022-2023) - video link
  • Los Angeles Pride Cocktail Brunch (2023)- video link


  • Oscars Party - American Fiction & LA Mag - video link
  • Los Angeles Fiesta Tequila (2023) - video link
  • Long Beach Fiesta Tequila (2023) - video link
  • Pasadena Fiesta Tequila (2023) - video link
  • Spike Mendelsohn Pop-Up Dinner (2024) - video link
  • LA Burgers, Bourbon & Beer (2022) - video link
  • Stone Brewing Dinner with Neal Fraser (2023) - video link
  • Balboa Craft Beer Festival (2022) - video link
  • Engine Co No 28 – 110th Anniversary with

Rick Springfield (2023) - video link

Stage with Neon Lights

info@TheElectricAve.com