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ARROYO SECO MUSIC & ARTS FESTIVAL

This webpage will be updated regularly as information becomes available.

As we embark on another busy events season, we are always thinking about the future. To that point, 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 Music & Arts Festival at the Rose Bowl and we wanted to share with you a little about the concept and also key aspects of the decision-making process.

THE CONCEPT

The Arroyo Seco Music & Arts Festival (ASMAF) 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 ASMAF 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 Summer of 2017.

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 actually be developed from the ground up, making it unique to Pasadena.

THE BENEFITS

With the Music & Arts Festival at the Rose Bowl as a long-term tenant, there would be more certainty to the events held annually at the Stadium. Community members could plan well-ahead of the Music & Arts Festival at the Rose Bowl as it would be staged on the same June weekend every year, beginning in 2017.

The multi-generational annual event could provide an economic stimulus to local businesses, restaurants and hotels, with the goal of rivaling the upsurge seen only around the Rose Bowl Game.

THE PROCESS

The Draft Environmental Impact Report (EIR) for the proposed Arroyo Seco Music and Arts Festival project has been completed. The Draft EIR can be found at the following link: http://cityofpasadena.net/Arroyo_Seco_Music_and_Arts_Festival/.

The Draft EIR includes a description of the project, an assessment of its potential environmental effects, a description of mitigation measures to reduce significant effects that were identified, and a consideration of alternatives that could address potential impacts. The Draft EIR was released on December 21, 2015 for a 60-day review period, ending on February 19, 2016. During this review period, the document will be reviewed by various State, regional, and local agencies, as well as by interested organizations and individuals.    

Written comments on the adequacy of the Draft EIR can be provided anytime during the 60-day comment period.  In addition, there were three public hearings where oral comments were provided.  These hearing dates/times were as follows:

  • Transportation Advisory Commission - Thursday, January 28, 2016 at 4:00 PM
  • Recreation and Parks Commission - Tuesday, February 2, 2016 at 6:00 PM
  • Planning Commission - Wednesday, February 10, 2016 at 6:30 PM

At the end of the public comment period, the City will prepare the Response to Comments. This document responds to written and oral comments on the Draft EIR that were raised during the public review period, and will contain any needed revisions intended to correct, clarify, and amplify the Draft EIR.  Together, the previously released Draft EIR and the Responses to Comments document constitute the Final Environmental Impact Report (Final EIR).

As the lead agency, the City must certify the Final EIR before action can be taken on the project.   The City Council will determine the adequacy of the Final EIR and, if adequate, will certify that the Final EIR was prepared in compliance with CEQA.  The Final EIR will be considered by the City Council at a noticed public hearing that has not yet been scheduled. 

PUBLIC HEARINGS

  • Transportation Advisory Commission - Thursday, January 28, 2016 at 4:00 PM
  • Recreation and Parks Commission - Tuesday, February 2, 2016 at 6:00 PM
  • Planning Commission - Wednesday, February 10, 2016 at 6:30 PM
  • Rose Bowl Operating Company Board Meeting - Thursday, March 24 at 6:30 PM
  • City Council Meeting - Monday, April 4 at 6:30 PM

For more information or concerns regarding the proposed Music & Arts Festival please complete the attached form, below or contact David Sanchez at the City of Pasadena.

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