Dan Berkowitz’s 100x to Expand Mexican Event Offerings in Riviera Maya and Cabo San Lucas

Concert and hospitality veteran Dan Berkowitz will take on operation of the Playa Luna destination concerts portfolio through his firm 100x Berkowitz tells Billboard. Berkowitz is the founder and CEO of 100x and previously founded CID Entertainment and CID Presents, which he sold to Primesport in 2016. Berkowitz launched 100x in 2022.

Created in partnership with Live Nation in 2023 following the pandemic, Playa Luna briefly served as the umbrella organization for a number of Mexico-based destination events. Starting this month, Berkowitz’s firm 100x will now take sole responsibility for promoting events at the Moon Palace Hotel in Mexico’s Riviera Maya and the Barcelo Hotel in Cabo San Lucas, as well as new events at the historic Charles Krug Winery in Napa where 100x recently organized the sold-out A Weekend in Napa with Andrea Bocelli.

“Playa Luna has set the standard for destination events,” said Berkowitz. “We’re building on that foundation while doubling down on our commitment to putting guests first and artists forward — whether it’s 25,000 people at a camping festival or 200 at an intimate gathering.”

Upcoming events include Viva El Gonzo next May in San José del Cabo, and Brandi Carlile’s Girls Just Wanna Weekend this January in Riviera Maya along with Phish Riviera Maya, Crash My Playa with Luke Bryan, Out of the Blue with Noah Kahan, and more. Berkowitz also told Billboard he plans to expand the number of events that take place at the Moon Palace beyond the traditional January season into a year-round events schedule.

“We want to do more at the venues we operate — more at the Barcelo in Cabo and hopefully more in Napa,” Berkowitz tells Billboard.

The recent transition signals 100x’s success with artist-curated events and the strong consumer demand for destination experiences and VIP ticketing services, Berkowitz tells Billboard, which is planning to begin expanding its portfolio of events starting in 2026.

“This is about building a company grounded in care, trust, and creative ambition,” Berkowitz tells Billboard. “Our goal is to raise the bar for how live events feel — for guests, artists, and the teams that make them happen. None of this would be possible without the incredible team behind 100x and Playa Luna — a group of passionate, hardworking individuals who bring these experiences to life with care, creativity, and excellence.”

Beyond Mexico, 100x is also producing a camping fest in Virginia for Griz and organizing VIP packages and travel experiences for national tours with Chris Stapleton, Luke Bryan, Goose, Phish, The Lumineers, and Max McNown. This summer, 100x will support Dead & Company’s sold out three night run at Golden Gate Park celebrating 60 years of the Grateful Dead’s music.