Today, concert promotion giant Goldenvoice announced a new festival, Arroyo Seco Weekend, set to take place in Pasadena, California on June 24th and 25th. The festival will boast three stages stacked with performances by talented rock, soul, jazz, funk and blues acts including Tom Petty & the Heartbreakers, The Meters, Mumford & Sons, Charles Bradley & His Extraordinaires, Presercation Hall Jazz Band, Fitz & the Tantrums, Lukas Nelson and Promise of the Real, Galactic, The Revivalists, Lettuce, John Mayall, Alabama Shakes, The Shins, Weezer, and many more.
Targeted toward older fans with families, Arroyo Seco Weekend will offer a kid-friendly area presented by Kidspace Children’s Museum, art installations and a roster of food and drink vendors that will include some of the city’s most respected chefs and craft breweries. The new event follows the trend the company began with Desert Trip last year, catering events to music fans with money to spend on more luxurious concert experiences.
According to Goldenvoice CEO Paul Tollett in the Los Angeles Times, “Grown-ups can go to festivals, and it turns out there’s a market for it. We’ve all as promoters had to step up the game because the older you get, the luxuries become necessities, but Desert Trip proved that there’s definitely support out there.” He added: “[Arroyo Seco Weekend] is more like, ‘You’re a dad and you want to bring your kids to this.’ It’s not really for the 13-year-old kids who are begging their parents to go. It’s the opposite. It’s like, ‘Dude, you’ve gotta come to this with me. This is going to be our first festival together.’”
For tickets and further information, head to the festival’s website.
[via Los Angeles Times]