Pasadena City Council Approves New Goldenvoice-Produced Festival At the Rose Bowl

Kirby Lee/USA TODAY Sports
Exterior view of the Rose Bowl Stadium in Pasadena, Calif. 

A vote this week by the Pasadena City Council approved plans for a new festival promoted by AEG Live's Goldenvoice division set to take place in the Rose Bowl, according to the Pasadena Star News. The multi-day event, scheduled to kick off in June 2017, will be called the Arroyo Seco Music and Arts Festival and will be Goldenvoice's fourth major festival in Southern California, joining Coachella and Stagecoach -- which both take place in Indio -- and FYF Fest, which this year moved to the L.A. Sports Arena and Exposition Park. Goldenvoice also presents Tyler, The Creator's Camp Flog Naw Carnival in L.A. each fall.

The event has been in the works since 2012, LAist reports, when the Rose Bowl Operating Company expressed to the City -- which owns the building, though it operates independently -- that its financial future was in doubt due to increased competition from similarly-sized new venues and a costly renovation. This week's council vote allows the RBOC to negotiate terms of the festival with AEG Live without requiring further approval from the city. In its first year, the fest would span two days at a capacity of 75,000, eventually rising to three days at a 90,000 capacity, which the RBOC says could bring in revenue equivalent to five to seven one-day concerts at the venue.

The proposed deal, which has yet to be finalized, would be for 10 years, with two five-year extension options at years 10 and 15, and could generate $90-106 million in revenue over its full 20-year duration and produce $385 million in economic benefits for the city overall, according to city documents. The economic impact study ordered by the council estimated it would create 600 jobs for the Pasadena community.

Proposal documents indicate that Arroyo would offer as many as four stages of live music, as well as carnival rides and art displays and "cultural programming" reflective of the local community. There was even a proposal to include a bookstore as a central location within the grounds, which the Star News reported is part of AEG's plan to make this a family-friendly annual event and distinguish it further from Coachella. Currently there is no indication of which or what types of artists the festival will host; noting the proximity to Coachella's first weekend, which begins April 8, a rep for Goldenvoice declined to comment.