Pasadena Considers Rose Bowl Festival

In need of additional revenue streams to perform necessary renovations, the Rose Bowl Operating Company is proposing an annual Arroyo Seco Music and Arts festival at the storied stadium, which it projects would generate between $90 million and $106 million annually. The proposed partner for Arroyo Seco would be AEG and one of the items on the agenda was to decide whether RBOC GM Darryl Dunn could finalize a deal with the promotion company. 

Such a deal could last up to 20 years, Pasadena Now reports.

A large portion of the meeting was spent discussing the Final Environmental Impact Report, in which Dunn predicts that the series of festivals will earn hundreds of millions of dollars for the city and create hundreds of jobs.

The council also discussed an amendment that would increase the number of displacement events allowed at the Rose Bowl, bump up the maximum level of amplified sound, and allow increased use of the neighboring Brookside Golf Course.