Rose Bowl Music and Arts Festival Meeting May 14, Public Welcome, Input Encouraged

Rose Bowl Music and Arts Festival Planned for June 2016 Public Meeting May 14, 2015 To Hear From PromoterLearn Details, Ask Questions, Find Out What Is Planned PASADENA, Calif. The first Rose Bowl Music and Arts Festival is planned for June 2016.


Learn Details, Ask Questions, Find Out What Is Planned

Rose Bowl Stadium logoPASADENA, Calif.--The first Rose Bowl Music and Arts Festival is planned for June 2016.  The proposed event will take place over three days. Anticipated Rose Bowl Stadium revenues are $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 at 300 East Green Street for meeting at 7 p.m., Thursday, May 14, 2015 to learn about the event.  What is being planned?  Who is the audience?  Will it be good for our businesses?  What are the impacts?  How can you be heard?

If you want to attend, please call (626) 577-2166 so adequate space and parking can be reserved.

More details regarding this event and the RBMAF will be provided online at OR on the city's webpage at

A Letter from Rose Bowl leadership --click on link or read below.

Arroyo Seco Music and Arts Festival

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 21 and country music star Kenny Chesney in concert on July 25.  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.

The Concept

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.

 The Benefits
 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 year.

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.

 The Process
 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 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

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).

Scoping Process

Around May 8, 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 21 at 6 p.m. at the Rose Bowl; May 23 at 11 a.m., at the Rose Bowl and May 27 at 6:30 pm at the City Planning Commission meeting at City Hall, 100 N. Garfield Ave.  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.


Send your questions to, 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

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.

Best regards,

Victor Gordo, RBOC President & City Councilmember
Darryl Dunn, General Manager


William H. Boyer
Pasadena Public Information Officer
City Manager’s Office
(626) 744-4755,

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