[Updated Thursday, March 23, 2017 | 8:15 a.m.] Here are two really important things you should know about the upcoming Arroyo Seco Music & Arts Festival at the Rose Bowl in June: First, its no longer called the Arroyo Seco Music & Arts Festival, it’s called “Arroyo Seco Weekend,” and second, it’s not in the Rose Bowl.
In a presentation before the City Council Economic Development and Technology Committee Tuesday evening, Rose Bowl Operating Company CEO/General Manager Darryl Dunn and Nic Adler of Goldenvoice delivered an update on the music festival, slated for the weekend of June 24-25.
The event is the first in the festival’s five-year contract with the Rose Bowl Operating Company.
According to Adler, Arroyo Seco Weekend, which will feature Tom Petty and The Heartbreakers as the headlining act, along with Weezer and Dawes, will take place directly on the Brookside Golf Course property to the north of the stadium, with the Rose Bowl to the south, essentially serving as a backdrop.
“This is a rock and roll, singer/singer songwriter show, with jazz and soul music as well,” said Adler.
The festival will mount three separate music stages, along with food booths featuring local restaurateurs, including noted local chef Bruce Kalman.
“It’s basically a big picnic,” said Adler following the meeting, as he described the festival logistics. “The Arroyo Seco and the City of Pasadena are really the pillars of this event.”
Alder also emphasized that at least one-third of the participating restaurants and vendors will be Pasadena-based, and that he has reached out to the Pasadena Chamber of Commerce, and the festival is still seeking locale vendors, who may contact the festival organizers through the chamber.
The Arroyo Seco Weekend will partner with local arts groups, including the Pasadena Armory for the Arts, A Noise Within Theatre and the Side Street Projects arts organization. In addition, Vroman’s Bookstore will serve as the festival’s “official library,” organizing “little libraries,” as well as operating a book store selling titles related to the City’s history, achievements arts and culture, said Adler.
Along with the cultural partners, the event will also also be partnering with Metro, as well as Uber and Lyft, much in the same way the two ride-share groups have worked with the Coachella Arts & Music Festival.
Adler told the Committee that although the approved Environmental Impact Report authorizes up to 75,000 attendees, the festival organizers expect just over half that number to actually attend the inaugural event. And none of them will pay to park.
As Adler explained, each pair of tickets to the show comes with a parking wristband. No parking will be available to purchase, and no cars, other than ridesharing vehicles, will be allowed down into the Arroyo without a parking pass.
Pricing is also unique to the event, and considerably lower than the Coachella Festival. A one-day pass will cost $125, and a two-day pass will cost $225.
The festival will run from noon-11 p.m. on Saturday, and noon-10 p.m. on Sunday.