The music entertainment presenter behind Coachella Valley Music and Arts Festival is planning another massive festival to be held at the Rose Bowl in Pasadena, California during June of 2017.

The Anschutz Entertainment Group is to host The Arroyo Seco Music Festival; an annual three-day Music and Arts Festival at the Rose Bowl Stadium as well as parts of the Brookside Golf Course. The City of Pasadena is considering a 10-year deal, with two 5-year renewal options.

“This is not Coachella, we are not coming here in anyway to try to sell you on what we do in the desert. We think there is a niche … That is what is going to make this successful.” -Nic Adler, a festival producer for AEG

According to Planning & Community Development, Arroyo Seco is anticipated to include up to four music stages, a stage for theatrical performances, art displays, and carnival rides. The festival would have a capacity of 90,000 daily festival goers in its inception year.


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