Italy's Heineken Jammin' Festival, which has been the country's main outdoor rock event since its inception in 1998, is moving to Venice.

The organizers, brewing company Heineken Italy, and concert promoters Milano Concerti, said Thursday (Feb. 8) that the festival is leaving the Imola autodrome -- site of the San Marino Formula One race -- in Emilia Romagna.

The tenth edition of the festival will be held at the Parco San Giuliano in Mestre, across the lagoon from Venice. It will run from June 14 to 17 and is expected to attract 100,000 concert-goers.

Iron Maiden, Pearl Jam, the Smashing Pumpkins, Aerosmith and Vasco Rossi are among the listed headliners. Tickets cost €40 ($52) per day, or €140 ($182) for all four days.

Speaking at a press conference in Milan, Heineken Italy CEO Peter Heilbron said, "We decided to renew the festival by moving north to Venice. The site there is far larger, in addition to being closer to the rest of Europe." He added that organizers hoped the move would attract more interest from neighboring countries.

Venice's mayor, Massimo Cacciari, commented: "Our decision to host a rock festival is part of a plan to eradicate Venice's stereotypical and inaccurate image as a dying city inhabited by old people. In reality it is home to 30,000 college students."

Milano Concerti president Roberto De Luca tells Billboard.biz, "Venice's relative proximity to central Europe is also very important. The city in itself is an attraction and I'm sure that fans from Germany, Austria and Slovenia will come."

Venice came in for considerable criticism when it hosted a Pink Floyd concert in July 1989. The band played offshore in front the city's flagship square, Piazza San Marco, but it took the authorities several days to clean up the mess left by fans.

The Heineken organizers counter that no damage will be caused to the city, because the venue is in a park outside the town center.