PCA&D enters new Live Experience Design & Production partnership with Rock Lititz, UK’s Academy of Live Technology

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Sunday, March 12th, 2023

Pennsylvania College of Art & Design is excited to announce a new partnership with Rock Lititz and UK-based Academy of Live Technology at Production Park to create the Academy of Live Technology (ALT) at Rock Lititz in northern Lancaster County and expand the reach of the College’s Live Experience Design major.  

Recognizing the proximity to a number of live experience and event production companies in the region, PCA&D added a major in Live Experience Design in 2021 to prepare art and design students for opportunities in this growing industry. With this new partnership, the major will be Live Experience Design & Production.

Students who enter the ALT program will attend general education classes at PCA&D’s campus, then receive an immersive, hands-on technical education on the Rock Lititz campus, earning a four-year BFA degree in Live Experience Design & Production. Student recruitment has begun, and the Rock Lititz campus education center will be ready to welcome students for classes in Fall 2024.

This move represents the first such partnership for PCA&D, which recently marked the 40th anniversary of its founding. It represents a global-scale collaboration, melding the strengths and expertise of PCA&D and the British higher education provider, which has provided live production creative, technical, and professional skills to students since its founding in 2011.

“When we began conversations with the Academy for Live Technology, we found in ALT a group of faculty and educational leaders that had the same ethos, the same care for students, and the same belief in the future of creatives in our economy,” said PCA&D President Michael Molla. “We’re excited to partner with ALT and Rock Lititz to create what we will believe will be the best live experience design program in the country.

“The live entertainment industry is innovative creativity at its best. It’s how you imagine, then actualize, what has never been done before. It’s what we ask of our students, to be bold, to see differently,” President Molla added. “Our students are visionary environment makers. They are devoted to exploring the immersive creative process. They are ingenious thinkers and doers whose abilities come from deep engagement of their craft and skills. They are eager to learn what’s next, and we are equally eager to connect them with the most cutting-edge, forward-thinking creatives to help shape their trajectories.”

Construction has begun on the ALT at Rock Lititz facility, which adjoins the existing large-scale rehearsal spaces, Studio 1 and Studio 2. The structure includes 22,400 square feet of classrooms, production space, digital labs, and a students’ common area, with the option of expanding to the second and third floors to meet future needs. A fourth rehearsal studio is also included in the structure, which will accommodate artists who perform at clubs, theaters, and small amphitheater venues, while providing PCA&D students with hands-on experiences in production technologies. The 9,300 square feet Studio B includes 7,000 square feet of open-span space for rehearsals, product demonstrations, and technical training sessions.

“We are excited for this partnership that will empower creatives to infuse Rock Lititz with their energy and enthusiasm as ALT joins us to mentor and prepare an up-and-coming workforce,” President Molla said.

“We have an opportunity to impact the level and access of training available within the live entertainment industry, while also exploring new and alternative approaches to the overall college experience,” said Andrea Shirk, President and CEO of Rock Lititz. “Students will become industry professionals on day one, learning next to specialty experts and working on active projects.

“The hands-on approach, mixed with some traditional classroom access through a strong institution like Pennsylvania College of Art & Design, ensures a unique and immersive path for young professionals to earn an education, while also advancing their careers.” 

Story at LancasterOnline.com here.

Top photo: Creative Commons license