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AEG planning new music festival at Rose Bowl

The Pasadena City Council approved plans for a new multi-day music festival at the Rose Bowl.
(Al Seib / Los Angeles Times)

Forget the sweaty drive down the 10 to Coachella: Soon you may not need to go much farther than the Gold Line to attend a major music festival.

The Pasadena City Council voted on Monday to approve plans for the Arroyo Seco Music and Arts Festival, a new festival promoted by Coachella’s parent company, AEG. The Pasadena Star news broke early reports of the agreement.

The planned three-day festival would take place inside the Rose Bowl and on adjacent grounds including the Brookside Golf Course. It could draw up to 90,000 people daily.

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The festival could also be a boon for the Rose Bowl Operating Co., which has courted other tenants outside standbys such as UCLA football and the Rose Parade to fill the stadium. The stadium underwent a $180-million renovation in 2012.

However, organizers stressed that it’s not going to be another Coachella in the L.A. metro area. The festival is being pitched as a more family-friendly event, with mainstream music acts and a variety of other inter-generational entertainment like a Kidspace Childrens’ Museum-associated area and theater and literary exhibitions.

“This is not Coachella; we are not coming here in anyway to try to sell you on what we do in the desert,” Nic Adler, an AEG festival producer, told the Star-News. “We think there is a niche.... That is what is going to make this successful.”

The festival is expected to debut in a reduced two-day version in June 2017. Though the 10-year operating agreement hasn’t been signed, the Pasadena City Council has authorized two additional five-year extensions. The council also raised a cap on the number of major events at Rose Bowl from 12 to 15, with the planned festival counting as three events.

Follow @AugustBrown for breaking music news.

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