Southern California is getting a new major festival, as event promoters AEG have announced plans to create the Arroyo Seco Music Festival in Pasadena, CA. From the company that puts on events like Coachella, the new festival will span three days and be held primarily at the Rose Bowl, home to the UCLA Bruins football team and a major championship game in the NCAA tournaments.
After extensive planning and preparations, the proposal for Arroyo Seco was confirmed by the Pasadena City Council, and the event will be thrown in conjunction with the Rose Bowl Operating Company.
You can look at a rendering for a festival map and logo for the new event:
While Arroyo Seco won’t actually happen until June of 2017, the agreement made with the city of Pasadena was extended for 20 years. Over that time frame, the festival is expected to earn $90 million to $106 million, while also generating $385 million for the community, according to an Economic Impact Report.
Considering that AEG just expanded into the New York market with Panorama Festival, it will be interesting to see how they grow in the festival market over the coming years.
[Via LAist]