PASADENA, Cali. (CelebrityAccess) — The City of Pasadena and The Rose Bowl are teaming up with AEG Live to develop a new music festival in Southern California.
According to the Pasadena Star-News, Pasadena’s City Council approved plans for the Arroyo Seco Music and Arts Festival late Monday, paving the way for the three-day event, which will take place at the Rose Bowl and the neighboring Brookside Golf Course.
AEG and the Rose Bowl Operating Company anticipate that the festival would attract as many as 90,000 fans daily, with music playing across 4 main stages.
AEG festival producer Nic Adler told the Star-News that the festival would be family focused.
“This is not Coachella, we are not coming here in anyway to try to sell you on what we do in the desert,” said Nic Adler, a festival producer for AEG. “We think there is a niche … That is what is going to make this successful.”
While the agreement over the festival has yet to be finalized, the City Council on Monday moved to give RBOC General Manager Darryl Dunn authorization to move forward with the event without further approval from the council. Terms of the contract would see the event run for 10 years, with the possibility of two five year extensions. RBOC and AEG can decide to end the contract early at years three, ten and 15, according to RBOC. – Staff Writers