Burning Man is a week-long annual event held in the Black Rock Desert in northern Nevada, in the United States. The event begins on the last Monday in August, and ends on the first Monday in September, which coincides with the American Labor Day holiday. It takes its name from the ritual burning of a large wooden effigy, which is set alight on Saturday evening. The event is described as an experiment in community, art, radical self-expression, and radical self-reliance. Burning Man is organized by Black Rock City, LLC and has been running since 1986. The event is similar to another event, the burning of Zozobra, or "Old Man Gloom" which has taken place on Labor Day weekend in Santa Fe, NM since 1926. In 2010, 51,515 people attended Burning Man. 2011 attendance was capped at 50,000 participants and the event sold out on July 24. In April 2011, Larry Harvey announced that the organization had begun the process of transitioning management of Burning Man over to a new non-profit organization called the "Burning Man Project".