Coachella Producers Planning Massive Music Fest For The Rose Bowl
The Arroyo Seco Music and Arts Festival would premiere in June 2017 and be produced by Anschutz Entertainment Group (AEG), the company behind Coachella, in partnership with the Rose Bowl Operating Company. The annual festival would feature a diverse roster of musicians across four stages, as well as room for bookstores, art exhibits and plays, according to the Pasadena Star-News. Plans also include food and beverage concession stands, one or two "iconic" carnival rides, and merchandise stations, along with lounge and VIP areas (obviously). Organizers say that the family-friendly festival would boost Pasadena's national profile and provide an economic stimulus to local businesses, restaurants and hotels.
The Arroyo Seco Music and Arts Festival would eventually have a capacity of up to 90,000 attendees daily, but would be limited to 75,000 daily attendees in its first year, according to Pasadena Now. It would take place over a three-day period (Friday through Sunday) each June at the Rose Bowl Stadium and surrounding grounds, including the Brookside Golf Course, both of which are located in western Pasadena.
Monday's vote, which took place after more than five hours of public comment and discussion, certified the final Environmental Impact Report (EIR) for the proposed festival and officially authorized the Rose Bowl Operating Company's general manager to enter into an agreement with AEG for up to 20 years.
Anyone who has ever braved Coachella is well aware of the traffic impacts of a major music festival, so it should come as no surprise that addressing traffic mitigation has been a major part of the planning thus far. David Sanchez, a senior planner with the City of Pasadena, spoke with LAist about the plans. Sanchez, who helped draft the EIR, said that the proposal seriously addresses the festival promoter's ability to manage traffic and that plans will continue to "mold and evolve" with the process, "and hopefully work out into something that the city at large will be comfortable with."
"The way it's proposed is very different from Coachella," Sanchez told LAist. "Central Arroyo is a totally different environment with different street patterns."
Plans created by the Rose Bowl Operating Company and the City include coordinating with Metro and other local transit providers to ensure that transit service will adequately meet the demands generated by the festival, and developing an extensive local outreach program to gather community input on traffic management. Bicycle use and carpooling would both be incentivized, through a bicycle valet system and a "Carpoolchella"-style carpool/vanpool program, respectively. Five off-site parking locations would be used for the proposed festival, with three in Pasadena, one in Arcadia, and another in Los Angeles, according to the EIR.