In 2001 it was announced that MAGIC would be producing a once in a lifetime, never to be repeated event called MAGIC Live. The purpose of the event was to bring to life the stories and features of the print magazine and to immerse MAGIC subscribers in the stories they read each month. The "unconventional convention" took place August 19-22, 2001 at The Orleans Hotel & Casino in Las Vegas, Nevada.
Due to the critical acclaim for the sold out event and the urging of many attendees Stan Allen announced an encore event to take place in August 2004. The second event proved to be just as ground breaking as the first, including a performance of close-up magic in which guests viewed the show as if in a bar, restaurant, trade show floor, and theater via four connected performance venues.
In August 2007 MAGIC Live returned to The Orleans hotel for a third time. The event sold out in record time and many would-be attendees sat on a waiting list in hopes of making it to the convention.
In the June 2008 issue of MAGIC it was announced that MAGIC Live would take place August 16-19, 2009, though a hotel was not listed.