Loveland began in 1995, when Marnix Bal organised the very first party under that name, a pool party according to the organisation's own account. What started as a foundation became Loveland Events, one of Amsterdam's major independent promoters, which still describes itself as active "since 1995". In 2022 Marnix Bal published "Fight For Your Right To Party", a book covering more than twenty-five years of parties and Loveland's run-ins with the city's events policy.
The festival settled in Sloterpark, Amsterdam's largest park, laid out in the 1950s around the Sloterplas lake. The 25th edition, planned for 8 and 9 August 2020 with more than 75 artists announced, did not happen: the Netherlands banned festivals until 1 September and events were pushed back a year. Loveland came back sold out in 2022, then grew to more than 80 artists on six stages by 2024. It marked its 30th anniversary on 9 and 10 August 2025, with a beach pre-party in Zandvoort reviving SANDDANCE, one of its earliest parties.
Loveland does not build its editions around a theme: the festival leans on its setting, a wooded strip of land between the road and the lake, where the Fire!, 909, Circle, Rise, Nest and Arena stages follow one another along the shore. It is a daytime festival, open from noon to 23:00, with no camping and an 18+ door policy. The organisers publish waste-per-visitor targets, have run a cup return scheme since 2018 and push cycling: in 2024 more than 90% of visitors came by bike or sustainable transport, by their own figures. Residents get a letter, discounted tickets and a site tour.
The latest edition took place on 8 and 9 August 2026, with Saturday sold out by July, featuring Sven Väth, Eric Prydz, Fatboy Slim, Sasha & John Digweed and Ben Klock, followed by afterparties at Lofi Amsterdam, a former bus depot. In late July 2026 a judge confirmed that Loveland and Mystic Garden keep exclusive use of part of the site, leased from Optisport. The official site announces the next edition for 14 and 15 August 2027: all 3,000 Weekend Blind Birds went in an hour, and the line-up has not been announced yet.