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Coachella organizers to host new Southern California festival at Rose Bowl in 2017

AEG Live, the parent company behind Coachella, now has its sights set on another Southern California music festival in the city of Pasadena, as reported by Pasadena Star News.

The Arroyo Seco Music and Arts Festival is projected to take place at the Rose Bowl in June 2017, as approved by Pasadena’s City Council late Monday night. The adjacent Brookside Golf Course will also be included in the festival grounds.

The new music festival was pitched as a “family-friendly and multi generational event,” comprised of art, bookstores, plays, and four stages of big-name music artists across three days. Organizers hope that the Arroyo Seco Music and Arts Festival will be an ideal tenant for the iconic stadium and Los Angeles County landmark.

While the proposed 10-year agreement with AEG has not been settled, clearance has been given for Rose Bowl management to begin execution of Arroyo Seco Music and Arts Festival.

Via: Pasadena Star News

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