The first Rose Bowl
Music and Arts Festival is planned for June, 2016. The event will take place
over three days. Anticipated Rose Bowl revenue is $1million. The Rose Bowl
Operating Company is hosting a community meeting where the promoters of the
Rose Bowl Music & Arts Festival will meet our community, talk about the
event details and answer questions.Come to the Pasadena
Convention Center, 300 East Green Street, for the meeting beginning at 7 p.m., Thursday, May 14, to learn more about
the proposed event and have your questions answered. If you want to attend,
please call (626) 577-2166 by May 11 so adequate space and
parking can be reserved. More details regarding
this event and the RBMAF will be provided on www.rosebowlstadium.com.
Rose Bowl Music and Arts Festival June 2016 letter
April 30, 2015
Dear Pasadena Community:
As the summer approaches, the Rose Bowl is once again preparing to host some
special events, though less events than in the busy summer of 2014. In
July, we will host the annual AmericaFest on July 4th, an
international soccer match on July 21st and country music star Kenny
Chesney in concert on July 25th. Community, sports and
music-all world class events for Pasadena.
As we prepare for this summer, we are always thinking about the future.
To that end, the Rose Bowl Operating Company and the City of Pasadena continue
to evaluate potential opportunities which fit with our community and which
could contribute much needed revenue to maintain the historic Stadium for years
to come. As you may be aware, one such proposed event is a Rose Bowl
Music & Arts Festival and we wanted to share with you a little about the
concept and also key aspects of the decision-making process.
A Rose Bowl Music & Arts Festival (RBMAF) would support the proud Pasadena
tradition of world-class culture, art, music and food. The event is
expected to be held over a two to three-day period on the same weekend each
June. The RBMAF would feature a diverse range of musicians and artists on
stages both in the Stadium and on the surrounding land. Musical acts
would appeal to multiple generations and would fit with the culture and values
of Pasadena with the quality the community and world has come to expect.
Art would likely include visual and performing arts intertwined with the
musical performances. It is our desire to host the Festival beginning in
the Spring/Summer of 2016.
As the RBOC and City work through the conceptualization of the event, we have
partnered with concert promoter AEG, one of the world’s largest event
promoters, whose successful festivals include the New Orleans Jazz &
Heritage Festival, British Summer Time Hyde Park in London, and the Coachella
Music & Arts Festival. The RBMAF could incorporate some of the
successful elements from these festivals, but would essentially be developed
from the ground up, making it unique to Pasadena.
With the RBMAF as a long-term tenant, there will be more certainty to the
events held annually at the Rose Bowl. Community members could plan
well-ahead of the RBMAF as it would be staged on the same June weekend every
The multi-generational annual event would provide an economic stimulus to local
businesses, restaurants and hotels, with the goal of rivaling the upsurge seen
only around the Rose Bowl Game. In addition, it is anticipated that the
RBOC’s annual net revenue from the event would surpass $2 million, with the
majority of the revenue going to upkeep of the historic Stadium and Brookside
Golf Course, with dedicated revenue for improvements in the Arroyo Seco.
In an effort to more fully engage our community, citywide, we will host a panel discussion and reception on what is envisioned for the Rose Bowl Music & Arts Festival at the Pasadena Convention Center, 300 E. Green Street, on May 14 at 7:00 pm. All are invited, but we would request that you call (626) 577-2166 by May 11 if you are planning on attending. More details regarding this event and the RBMAF will be provided on www.rosebowlstadium.com
In addition, the process to analyze the environmental effects of the RBMAF has
begun. In late March, the Rose Bowl Operating Company approved a
non-binding term sheet for the partnership with AEG, and the City Council
approved the hiring of an Environmental Impact Report (EIR) consultant,
Environmental Science Associates (ESA), and is in the process of completing an
Initial Study. It is anticipated that the EIR will analyze the potential
impacts of a RBMAF on traffic and parking, noise, aesthetics (lighting), public
services (police, fire and recreation), and other important community issues
that will be identified through the public scoping process described
below. In addition, the EIR will address a potential change in the Arroyo
Seco Ordinance which would cap the number of displacement events at 15 without
requiring further Council approval, excluding the 4th of July.
(The current limit is 12 without further approval).
Around May 8th, the City will release a Notice of Preparation for
the EIR including the Initial Study, which will identify the environmental
topic areas that are proposed to be studied in the EIR. The initial Study
will be circulated for a 30-day public review period. During this review period
residents, community members and others interested parties can ask questions
and provide comments regarding the Initial Study, including identifying
additional environmental topic areas that may need to be included in the
EIR. In order to solicit input during this review period, the City will
hold three scoping meetings tentatively scheduled for May 21st at
6:00 pm at the Rose Bowl, May 23rd at 11:00 am at the Rose Bowl and
May 27 at 6:30 pm at the City Planning Commission meeting at City Hall.
The exact dates, times and locations will be included in the Notice of
Preparation. After the initial review period, a draft EIR will be
prepared and another public comment period will ensue including public
Commission meetings before being presented to the City Council for a decision.
Questions concerning the Festival can be sent to firstname.lastname@example.org,
or you may call the dedicated Festival Community Information line at (626)
577-2166. If you have questions or comments regarding the environmental
process, please contact David Sanchez, City of Pasadena at (626) 744-6707 or at
We look forward to partnering with the Pasadena community as we explore a RBMAF
and we will continue to keep you abreast of the process.
Victor Gordo, RBOC President & Councilmember
Darryl Dunn, General Manager