After falling in love with festival life at Outside Lands Festival in Northern California, the CEO of the famed Rose Bowl in Pasadena, CA announced recently that he was going to push for a festival in Southern California at his incredible venue as early as next summer. CEO Darryl Dunn and members of the RSOC Board signed a letter of intent last month to partner with AEG for ten years with a five-year extension.
Details about the future music and arts festival remain murky, but here’s what’s known: The event would feature musical acts, including bands and DJs, art installations and food and beverage vendors. Additionally, the festival would capitalize on the land surrounding the Rose Bowl, including the adjacent 36-hole Brookside Golf Course.
AEG Live North America President Rick Mueller declined to comment on his company’s plans for a Rose Bowl music and arts festival. A spokesperson for Goldenvoice, which puts on the Coachella Music & Arts Festival and is AEG Live’s partner in the Rose Bowl deal, said it was “too early” to begin discussing festival plans.
Last year, the Rose Bowl hosted 18 events, exceeding the city mandated limit of 12 per year. Festival proponents, like Pasadena City Councilman Victor Gordo, believe an annual music festival could help reduce that number by providing a predictable, lucrative revenue stream. The preliminary deal guarantees $3 million in net earnings for the Rose Bowl Operating Company. To put that figure in perspective, it takes the Bowl an entire year to earn roughly the same amount from the Brookside Golf Course.
Local businesses, hotels and restaurants are also expected to profit from the event.
An annual festival would may also allow residents inconvenienced by the music and traffic extra time to skip town, or make other plans, when the festival takes place, Gordo added.
The City of Pasadena prides itself on throwing a couple big events each year, from “The Parade” referring to the Tournament of Roses Parade, to the “The Game,” the USC-UCLA college football match-up. Gordo, who also serves as President of the RBOC, says he’s looking for “The Festival,” something that can be uniquely Pasadena.
“This is not a rave. This is not Coachella,” said Gordo. “Coachella is successful in Coachella. Coachella would not be successful in the Arroyo or the Rose Bowl.”
The festival must now undergo a six-month-long environmental impact review, and gather feedback from the surrounding community.