About The Portal
The Portal is a large, industrial-style event space in downtown Los Angeles, part of the Magic Box complex at THE REEF (the renovated Los Angeles Mart building). Rising out of DTLA’s Fashion District, it’s housed in the historic 12-story L.A. Mart (a 784,000-sqft design showroom) (www.madisonpartners.net ). Since The REEF’s reopening, The Portal has provided a distinctive, raw canvas for exhibitions and gatherings – consistent with Magic Box’s reputation as “one of the most distinctive venues in downtown Los Angeles” (www.the-reef.com ) (eventcartel.com ). The decor is deliberately unfinished: concrete floors and a minimalist “blank slate” feel that can be customized for anything from art installations to trade-show booths. Uniquely, The Portal serves as the lobby-level connector to the adjacent Hall A; in practice it enters from the main lobby and leads directly into the 15,000-sqft Hall A with its soaring 20-foot ceilings (www.magicboxla.com ) (www.magicboxla.com ). In total the combined Portal/Hall A event floor covers roughly 19,400 square feet and can accommodate on the order of 1,200 people (standing) (www.peerspace.com ). This makes The Portal (together with Hall A) one of the largest contiguous indoor event spaces in downtown LA. Its generous size, high ceilings, and flexible layout are signature features – Hall A’s lofty 20-foot ceiling was added specifically for fashion shows and large-scale staging (www.magicboxla.com ). (By contrast, The Portal itself has more modest ceiling height but still feels cavernous.)
Historically, the Portal’s home sector has been an L.A. design hub beginning in the 1960s, later converted into a creative campus. The Magic Box portion opened in the 2000s and was fully refurbished as part of THE REEF, bringing a modernized convention center vibe to DTLA (eventcartel.com ). Today The Portal is notable for hosting a wide range of creative and industry events, reflecting L.A.’s art, fashion, and media scenes. It has been used repeatedly for high-profile fashion week shows and design expos (as Magic Box advertises, “used in many applications; from fashion shows to speaking events” (www.magicboxla.com )). In other words, The Portal isn’t a conventional music club but a versatile event hall with an industrial-chic character. It matters to L.A. because it gives local artists and entrepreneurs a huge, flexible space for launching products, staging interactive art experiences, and convening communities. In short, The Portal combines raw warehouse-style architecture with cutting-edge event production, making it a unique creative landmark in the city.
Events and Programming
The Portal hosts a diverse calendar of events rather than a single genre. As part of Magic Box LA, it typically accommodates trade shows, conventions, immersive art experiences, and multimedia showcases. Past programs have ranged from tech and gaming expos to live summits and large-scale art exhibits. For example, the digital street-art show *Street Art Alive* – a multimedia gallery showcasing global graffiti and even sections of the Berlin Wall – was mounted at Magic Box/The Portal (www.grande-experiences.com ). Similarly, the “GLAM in the Magic Box” art exhibit (April 2024) featured local painters and interactive installations (mondrianhotels.com ). L.A. Fashion Week clients have also used the space for runway shows and presentation booths, taking advantage of the high ceilings and open floor. Conferences and summits like the Revolt Summit (a three-day music & entrepreneurship convention) have been held here; at the 2019 Revolt Summit, attendees heard speakers like Sean “Diddy” Combs and Vince Staples (www.revolt.tv ) (www.revolt.tv ). Industry and brand events have likewise filled the schedule – past tenants include Magic Leap expos, Girlboss conferences, IGN Live gaming conventions, Adidas and FanDuel activations, Patreon and Other Art Fair shows, and many more (www.magicboxla.com ) (www.magicboxla.com ) (www.magicboxla.com ). (Notably, The Portal itself typically serves as a registration/merchandise zone, while Hall A/second floor host the bulk of exhibits and stages.)
In general, events at The Portal are periodic and event-specific. Many are held on weekends to draw large crowds (as Magic Box often notes, over 1,000 attendees in a big weekend is common (www.magicboxla.com )). Shows can run anything from one evening to several days – for instance the Revolt Summit spanned three days (www.revolt.tv ). Ticketing varies by event: trade shows often have free or industry-only passes, art exhibitions might charge a modest fee (e.g. $20–$40), and conferences or performances can be $50–$150 or more depending on the program. Ticket prices are set by each organizer. High-profile events here sell out quickly, so it’s wise to watch for announcements. The Portal does not have its own fixed schedule beyond serving these hosted events; patrons should check each event’s publicity or the Magic Box social media for the latest shows (post-2020 events have resumed with a mix of expos and tech/creative gatherings).
Tickets and Booking
The Portal itself does not sell tickets directly – it’s licensed out to show promoters and brands. To attend an event here, you typically buy tickets through the event organizer’s official channels (event website, authorized ticket agent, or company box office). There is no one central box office at The Portal; even if an event has on-site ticketing, they usually request advance online purchase. In practice, check the specific event’s website (or social media announcement) for ticket links and sale dates. For popular events, tickets often go on sale months in advance and may have tiered pricing (general admission vs. VIP packages). Occasionally, some events open a limited number of day-of-show tickets or guestlist spots – but if an event is sold out, walking in rarely works. In short: buy early through the official outlet. Free events (like trade expos) may only require online RSVP (sometimes hosted on eventbrite or Meetup). When purchasing, be wary of resale sites and always use the authorized platform. Magic Box’s staff do not handle retail ticketing, so never expect to pay cash at the door unless the event explicitly advertises door sales. Finally, note that most events here are all-ages, but for concerts or evening parties the promoter may enforce an 18+ or 21+ policy. Always check the age limit on your ticket before attending.
Seating and Layout
The Portal is essentially a wide-open hall with no fixed seating. Most events set up custom seating or standing areas on the flat floor. Often the configuration is “general admission” – guests stand or roam freely among booths and displays. If seating is needed (for panels or screenings), organizers typically rent chairs or lounge furniture. There are no permanent balconies or assigned seats in The Portal itself. In practice, best viewing angles depend on how the event is laid out: for example, at a fashion show or performance stage, front-row close to the center is ideal (though you’ll likely be standing). For trade-show booths, it’s usually better to circle around and spread out. One unique aspect is that the Portal serves as an entry/exit zone; from this vantage you can often see into Hall A through an archway, but sound and sightlines will favor the main stage area deeper in the hall. Acoustics are very “live” (lots of echo) due to the high ceilings, so keep that in mind for concerts or speakers – the soundsystem may be booming. The venue has a somewhat “raw” speaker setup provided by the event itself (Magic Box has an AV team, but technical specs vary by show). In general, dress comfortably and pick your spot based on the stage layout. If mobility is a concern, note that The Portal is flat and spacious – wheelchair users can navigate it easily, and the entire first floor is ramp-accessible. However, because it’s all open floor, there are no “premium” or exclusive box seats – every attendee shares the same space. (Some events build small VIP areas, but those are temporary setups.)
Getting There and Parking
Location: The Portal is inside The REEF/LA Mart complex at 1933 South Broadway, Los Angeles, CA 90007 (www.magicboxla.com ). This puts it just south of the USC campus and a few miles south of downtown’s core skyscrapers. It’s easy to find on maps (search “The REEF LA” or “Magic Box LA”) – the main entrance faces Broadway. Once you arrive, follow signs for Magic Box/The Portal via the building’s lobby.Driving: The REEF is conveniently located near major freeways (I-10, I-110 and State Route 5). As the venue notes, it’s “minutes away from Downtown LA” and has direct freeway access (www.the-reef.com ). If coming from west LA, use the I-10 eastbound; from the Valley or Eastside, take the I-5 or I-110 south. Park in the dedicated lot on-site: The REEF offers two large surface lots with about 1,100 spaces (www.the-reef.com ). On event days the published rate is $20 per car (www.magicboxla.com ). (Tip: arrive early to snag a spot – weekend shows can fill up.) After parking, look for signs to the Magic Box loading dock and lobby: The Portal is just beyond the main reception area.Public Transit: The Portal is transit-accessible. The closest Metro stations are the A (Blue) Line’s Grand Ave/Valley Blvd stop (about 0.25 miles away) and the E (Expo) Line’s Jefferson/USC (23rd/Flower) stop (~0.5 miles from the venue) (www.magicboxla.com ). Several Metro and DASH buses run along Broadway and nearby streets. If you plan to use Metro, take the Blue Line and walk north, or the Expo Line and transfer to a northbound bus at 23rd/Flower. (Plan your route via the Metro trip planner or Google Maps.) Both stations are roughly a 5–10 minute walk. For rideshares, there is typically a drop-off point at the front Broadway entrance – check the specific ride app for updates. Note that downtown traffic can be heavy on event nights, so allow extra travel time if possible. Scanning a phone or printed ticket at the door is common, so make sure you have that ready before arriving.
Inside the Venue
Inside The Portal, expect a stark, warehouse-like atmosphere. Upon entry you will usually pass through a registration or security checkpoint. Porters typically check bags and IDs at the entrance. There is coat-check service on occasion (especially at evening events), but not every show offers it – if you need this, check the event details beforehand. Once through security, you enter the broad Portal floor. Because it’s an empty canvas, the lighting, soundstage and décor will all depend on the event. You may see rows of vendor booths for an expo, a runway stage with backstage dressing areas, or immersive art installations set up throughout. The Portal itself often serves supplemental functions: it’s commonly used for box office/table, merch sales and meet-and-greet areas (www.magicboxla.com ). (For example, events often position their coat check or merchandise tables at one side of The Portal near the lobby, so be aware of where these stations are if you need them.)
In terms of amenities, The Portal tradeshow floor doesn’t have built-in concession stands or restaurants. Most events bring in external food trucks or temporary catering stations. You can generally find bottled water, soda or snack vendors depending on the show’s setup – for large trade shows or conventions, a basic refreshment stand is often included. If you want more substantial food or sit-down dining, your best bet is to step outside The REEF. (See the “Nearby Amenities” section for local dining options.) Restroom facilities are available on-site (indoor toilets in the building, usually marked with “Men,” “Women,” or gender-neutral icons). They are often located just off the main halls. As an accessible feature, there are elevators/ramp access throughout Magic Box, so wheelchair users can reach the lobby and restrooms without stairs. The entire space is ADA-compliant with wide aisles. However, one downside: because The Portal is mostly a trade-floor, cellphone service can be spotty in corners. If you’ll rely on data or GPS, an external battery pack is advisable. Keep your phone on airplane mode frequently to avoid drain while connected to a Wi-Fi hotspot (most shows do not offer free Wi-Fi).
Other practical notes: The venue is climate-controlled with air conditioning and heating as needed – events have mentioned relief from LA’s heat with indoor AC. Dress in light layers: the halls can be chilly from the AC or warm when crowded. Photography for personal use is usually allowed, but professional video equipment often requires permission. (Many presenters encourage Instagram/Facebook sharing, but check for any no-flash or no-video policies.) The venue itself has no dress code, though upscale art events might skew business-casual, while tech expos are usually casual. One tip: wear comfortable, sturdy shoes. The floor is concrete and you’ll be standing or walking a lot. Finally, plan to arrive at least 15–30 minutes before the event time. Large events can have lines or check-ins, so early arrival ensures you don’t miss opening.)
Nearby Amenities
The Portal’s location is a bit south of downtown’s main entertainment hubs, but there are still useful amenities nearby. DIRECTLY IN THE BUILDING, The REEF includes some on-site facilities: for example, Urban Radish (a farm-fresh café) is located in the Maker City LA section on the upper floors, which is just a short walk from the Portal lobby. This cafe offers salads, sandwiches and coffee if you need a quick bite without leaving the complex. In the immediate block on Broadway itself, options are limited (this area is more warehouse/wholesale downtown). However, just one metro stop north (around 7th and Broadway) is the Broadway Bar at L.A. Live, a popular pre- or post-show spot with rooftop views and a full bar menu. If you’re willing to venture a bit, the USC campus (a 5-minute drive east) has dozens of casual eateries – everything from Chipotle and Starbucks to trendy mini-food halls – making it convenient for cheap lunches. Likewise, the University Village shopping center (1.5 miles south) has chain restaurants and a supermarket if you need supplies.
As for overnight lodging, there are many hotel options within a short drive. Directly north, within about 0.5 mile, are downtown landmark hotels like the Downtown Los Angeles Proper Hotel (a luxury boutique on Broadway) or the Joseph Conrad (a stylish modern hotel) (www.booking.com ). A couple blocks east toward USC are friendly chain hotels: the DoubleTree by Hilton (at 3500 Figueroa) and the Courtyard by Marriott USC are within walking distance of The Portal. A bit further north in downtown (1–2 miles) you’ll find the Freehand Los Angeles and Ace Hotel (trendy options with bars), as well as convention-area lodgings like the JW Marriott/L.A. Live and Westin Bonaventure. If budget is a concern, there are also well-rated budget hotels/hostels (e.g. the Level Downtown) less than a mile away (www.booking.com ).
For entertainment and bars, the surrounding neighborhood has a mix of trendy and historic spots. Downtown’s music and theater venues (like the Ahmanson, the Orpheum, Crypto.com Arena) are nearby, so you could make a mini-night out by catching a show there and then heading to The Portal afterward or vice versa. Closer by, the Arts District and Little Tokyo (each ~1.5 miles north) have dozens of restaurants and craft breweries if you have time before/after an event. In all cases, leaving a 10–15 minute buffer after a show is wise: city traffic along Broadway can back up, and if your event ends late you’ll want time to catch last trains or avoid peak rideshare surge pricing. Late-night transport is available – Metro buses and the Expo line run until around midnight – but if you’re staying late consider booking a rideshare or parking overnight (the lots are gated and monitored 24/7, so leaving your car an extra hour or two usually isn’t an issue). In any case, it’s best not to rush; plan breaks into your schedule and double-check the event’s start/end times so you enjoy the whole experience.
What Makes This Venue Special
The Portal stands out for blending industrial history with cutting-edge creativity. Architecturally, being housed in the venerable LA Mart building gives it character: Barker’s old salvage-warehouse aesthetic mixed with modern art lighting. Being on the ground floor, The Portal itself has a raw “backstage” vibe that artists find appealing – it feels like stepping into an underground gallery or loft party. That unfinished atmosphere is exactly why promoters use it for immersive/cutting-edge content. Culturally, few other LA venues can switch from a tech summit one week to a fine-art exhibit the next. The breadth of programming at Magic Box – from Gonzalez i concert sets in Hall A to the official launch of a global street-art show – means The Portal actively supports LA’s cross-disciplinary scene. In a way, The Portal is emblematic of South L.A.’s rebirth: a quiet corner of the city that’s now pulsing with creative energy. By offering *The Portal* as an event home, L.A. entrepreneurs can bring experiences here that might otherwise only fit in Silicon Valley or New York. It’s these ambitious, bucket-list events (think international street-art takeovers, multi-sensory VR showcases, and global brand conventions) that give The Portal its reputation as a place where anything can happen. Performers and organizers love that it feels both intimate and epic at once: artists can pour light, video and sound into the space and literally watch it transform around them. Audiences appreciate the novelty of the setting – it’s not a cookie-cutter theater, but a blank canvas that feels distinctly L.A. The venue’s place in downtown (at the intersection of art district, fashion district, USC and DTLA nightlife) means every event there feels plugged into the wider cultural mix. In short, The Portal is special because it’s an adaptable industrial gem at the heart of L.A.’s creative renaissance (www.the-reef.com ) (www.grande-experiences.com ).
Visitor Tips and Information
Accessibility: The Portal is wheelchair-friendly. The entrance is at grade or ramped, and the wide open floor has no steps. There are accessible restrooms and elevators to other floors in The REEF. It’s always a good idea to call ahead if you need any special assistance, but generally the staff is prepared for ADA compliance.
What to Bring (and Not): Bring a printed or smartphone ticket/ID for entry, and your digital or print event confirmation. Dress casually and in layers (it can be much cooler inside than outside). Comfortable shoes are a must. Because the space is industrial concrete, you may want earplugs if you’re sensitive to loud sound. Don’t bring large backpacks or suitcases (they can slow you down at security). Carry-on bags are usually fine but might be subject to search. Outside food or alcoholic drinks are not allowed; plan to purchase snacks and drinks from the venue or nearby. Pets are not permitted (except service animals). Photography is generally allowed for personal use, but Flash or professional cameras may be restricted by the promoter. If in doubt, ask the front staff or check the event guide on entry. The venue is fully enclosed, so outdoor gear (umbrellas, ponchos) is not needed once you’re inside.
Common Mistakes to Avoid: A common mistake is underestimating arrival time. Downtown LA traffic can be unpredictable, especially during rush hour or after big games. Plan to arrive at least 15–30 minutes before the event start time to find parking/lines. Also, don’t assume the event starts right at the published time – some shows may run late or hold an opening preview, so double-check any schedule emails. Another tip: check the dress code (some venues have special nights); but in most cases you’ll fit in by dressing smart casual. Don’t forget to eat beforehand – if you arrive hungry you might waste time in food lines, as onsite options can be limited at peak times. If you need cash, there isn’t an on-site ATM, so come prepared or use card payments (most vendors take credit/debit).
Age & Policies: The Portal/open Magic Box is generally an all-ages facility, but individual events may set age limits (e.g. 21+ night events or 13+ expositions). Check the event listing for any age or ID requirements. Smoking is absolutely prohibited inside (and on feet of the LA Mart building). Re-entry is rarely allowed – if you step out, you should expect to stay out. Finally, note that there is no official coat check unless the event sets one up, so travel light. And be mindful of others: it’s a shared space, so no climbing on stages or damaging exhibits, and keep belongings tidy. With these tips, your visit to The Portal should be smooth – you’ll enjoy an event at one of L.A.’s most unique new venues with confidence.
FAQs about The Portal
How do I buy tickets for an event at The Portal?
Tickets aren’t sold by The Portal itself. You must buy through the event organizer or promoter. Check the official event website or notice for ticket links. Many events use online platforms (Eventbrite, etc.) or have box office info on their site. There is no centralized box office for The Portal/Magic Box; all sales are handled by each show. To ensure legitimacy, always use the official ticketing link provided by the event (avoid random resale sites).
What is the capacity of The Portal?
The Portal itself is a large open space, used in conjunction with an adjoining hall. Together they cover about 19,400 square feet and can hold roughly 1,200 standing people (www.peerspace.com ). Since it’s a flexible layout, capacity can vary by event setup (seated dinners would fit fewer people, standing or booth events fit the full capacity). Nonetheless, expect a crowd in the low‐thousands for a sold-out event.
What is The Portal’s address and exact location?
The Portal is located at 1933 S Broadway, Los Angeles, CA 90007 (www.magicboxla.com ), inside the Magic Box / The REEF complex. Enter via Broadway Street (there will be signage for Magic Box or The REEF). It’s just south of 23rd Street and near USC. If you’re having trouble finding it, look for The REEF/LA Mart building and follow the signs to “Magic Box – Lobbies & Halls.”
What are the parking options and costs?
There is a large surface parking lot attached to The REEF with around 1,100 spaces (www.magicboxla.com ). On event days the standard rate is about $20 per car (www.magicboxla.com ). If that lot fills, you’ll need to use nearby street parking or a commercial lot (though those can book up). Remember to arrive early on big event days to secure a space. The lot is gated and has security, but it’s always wise to remove valuables from your car. (Per The REEF website, they emphasize “easy parking” – just follow signs or ask attendants when you arrive.)
Which public transit serves The Portal?
The nearest Metro stations are the A (Blue) Line and the Expo (E) Line. The Grand Ave/Valley Metro Station (A Line) is about 0.2 miles away, and the 23rd/Flower station (Expo Line) is about 0.5 miles (www.magicboxla.com ). Major bus routes on Broadway (including Metro and LADOT buses) also stop nearby. After exiting transit, it’s a short walk or ride from these stops. Be aware events often start late, so check schedules – Metro trains generally stop running around midnight.
Does The Portal have reserved seating or is it general admission?
Most events at The Portal are general admission on an open floor – there are no permanent seats. Organizers bring in any required seating. For example, panel discussions may have rows of chairs, while fashion shows might leave standing room. Usually you can stand or sit wherever you like, unless an event puts up ropes or assigned areas (rare). Best viewing depends on the setup: for concerts or runways, front-and-center is prime (and often standing). Because the space is flat, there are no obstructed-view seats – if you’re close enough, you’ll see everything. However, for comfort you may want to arrive early to claim a good spot.
Are there VIP or VIP balcony areas at The Portal?
No, The Portal doesn’t have a fixed VIP area or balcony. It’s a single open hall on ground level. That said, some events create temporary “VIP sections” by roping off parts of the floor or stage. Those would be noted in your ticket information. In general everyone shares the same public floor. If a higher-view area is important to you, you may find small vantage points at the very edges of the hall – but no official elevated balconies exist. For more exclusive viewing, check if your event offers a separate lounge or VIP package.
What can I bring inside The Portal? (Bags, food, cameras)
You’re welcome to bring small personal items (purses, backpacks, cameras). All bags are subject to security check at the door. Avoid large suitcases or coolers. Outside drinks and large snacks are not allowed – events may provide food vendors or allow small snacks. Photography is usually permitted for personal use (smartphones are fine), but flash or professional photo gear might be restricted by the event. Check signage upon entry. Otherwise, just bring yourself, your ticket, ID and any essentials (phone charger, etc.).
Is The Portal wheelchair-accessible?
Yes. The Portal and the entire Magic Box first floor are fully wheelchair accessible. There are no steps into the main area, and The REEF building has elevators and ramps throughout. Restrooms are ADA-compliant. If you need assistance, staff are usually helpful (you could email ahead to ask about specific accommodations). The open layout makes it easy to navigate a wheelchair or stroller once inside.
Can I purchase food or drinks inside?
The Portal itself doesn't have permanent concessions, but most large events set up temporary stands or food trucks. Often you will find bottled water, coffee and snack booths near the entrances. Alcohol (beer/wine) may be sold by some event promoters with proper licensing. If you need a full meal, your best bet is to step out: there’s a café on-site (Urban Radish at The Reef), plus a quick walk or short drive to more restaurants near USC or downtown. In summary: food/drink availability varies by event, so check in advance. Small snacks are usually okay, but outside catering typically isn’t stocked for free.
Are restrooms and coat checks available?
Yes, indoor public restrooms are available just off the main halls (look for signs or ask a staff member). Coat check is not built-in – it depends on the event. Large conferences and galas often rent coat check service at the entrance, but smaller expos might not. If you have coats or valuables, tip-based coat check may be offered; otherwise just keep them with you. The venue itself does not provide lockers or storage.
What are the age restrictions and dress code?
There’s no overall dress code enforced by The Portal: most guests wear casual or business-casual attire depending on the event (e.g. jeans and a polo for expos, nicer outfits for conferences). Comfortable footwear is recommended. Age-wise, The Portal itself is open to all ages, but check each event. For example, daytime conventions usually allow any age, whereas evening concerts or parties might be 18+ or 21+. The event’s ticket or website should specify if minors are allowed.
What is the typical schedule or when should I arrive?
Each event sets its own schedule. Doors often open 30–60 minutes before the advertised start time. If your ticket is for a show at 7 pm, for example, aim to arrive by 6 – 6:30 pm to find parking and get through security. Sometimes expos let people in even earlier for a “buy-in” or setup period. If the ticket says “doors at 6,” that means they start checking tickets then. Plan on arriving early (especially for sold-out events) to avoid rush and ensure a good spot. Keep an eye on the event’s social media or email announcements – some hosts will update door times if there’s a schedule change. In short: give yourself extra time for peak downtown traffic and lines.
Is The Portal part of Magic Box / The REEF?
Yes. “The Portal” is a name for the entry foyer/event space within Magic Box at The REEF. Magic Box is the convention center side of The REEF complex, and Portal is the specific ground-floor area connected to Hall A (www.magicboxla.com ). In other words, The Portal *is* Magic Box’s first-floor exhibition zone. It exists under the same roof as Maker City LA and other creative facilities in The REEF building. This can be confusing, but all signage at the venue will say “Magic Box @ The REEF,” and The Portal is just the lobby-level hall of Magic Box.
