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. The 2012 Burning Man Festival took place between August 27 and September 3. It takes its name from the ritual burning of a large wooden effigy on Saturday evening. The event is described by many participants as an experiment in community, art, radical self-expression, and radical self-reliance. Burning Man is organized by Black Rock City, LLC. 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 the festival over to a new non-profit called the "Burning Man Project".