Coachella Organizer Expected To Unveil Music Festival At Rose Bowl

PASADENA (CBSLA.com) — The company behind the Coachella Valley Music & Arts Festival is expected to announce plans for a new three-day music festival to be held in Pasadena.

The Pasadena Star-News reports the Pasadena City Council gave Rose Bowl General Manager Darryl Dunn the authority Monday night to move forward on a 10-year deal with Anschutz Entertainment Group to stage an annual festival at the venue. AEG stages the massively popular Coachella music festival.

The festival would be called the Arroyo Seco Music and Arts Festival and could debut as soon as June of next year.

The event would be held at the Rose Bowl and neighboring Brookside Golf Course, the newspaper reported.