PASADENA, CA (CelebrityAccess) — AEG's Goldenvoice, the company behind iconic festivals such as Stagecoach and Coachella, announced a brand new festival for the Los Angeles market, Arroyo Seco Weekend.
The inaugural edition of the two-day fest will take place on June 24th and 25th at Brookside Country Club in Pasadena, directly adjacent to the Rose Bowl. The fest will feature three stages of music, with a bill that's led by Tom Petty & the Heartbreakers, the Meters, Mumford & Sons, John Mayall, the Alabama Shakes, the Shins and more.
Taking a page from Goldenvoice's Desert Trip, which was aimed at an older, well-heeled audience, Arroyo Seco Weekend appears to be designed for a similar demographic.
“Grown-ups can go to festivals, and it turns out there’s a market for it,” said Paul Tollett, CEO of Goldenvoice said in a conversation with colleague Nic Adler, according to the Los Angeles Times.
“While it has this kid-friendly, family theme, I think it would be different if we booked a bunch of pop acts for the kids,” Adler said.
“It’s more like, ‘You’re a dad and you want to bring your kids to this.’ It’s not really for the 13-year-old kids who are begging their parents to go. It’s the opposite. It’s like, ‘Dude, you’ve gotta come to this with me. This is going to be our first festival together.’” Addler added.
According to the Times, Arroyo Seco Weekend is the first major event staged at the Rose Bowl since e Goldenvoice signed a 10-year contract in 2015 with the Rose Bowl Operating Co., which manages the city-owned stadium. Current plans call for the festival to happen annually for at least the duration of the contract, which expires in 2026. – Staff Writers