Pasadena's City Council approved a new music festival from the parent company behind Coachella on Monday, the Pasadena Star-News reports.
The three-day annual event, the Arroyo Seco Music and Arts Festival, will be produced by Anschutz Entertainment Group and take place at both the Rose Bowl and the neighboring Brookside Golf Course.
The festival is set to debut in June 2017 as a two-day festival before later expanding to three days, according to the Star-News.
AEG and Rose Bowl officials predict as many as 90,000 people will attend the festival per day. The music will last until 11 p.m., according to the Star-News. Those officials say the event will be family-friendly, with big musical acts on four main stages alongside bookstores, art and plays.
"This is not Coachella, we are not coming here in anyway to try to sell you on what we do in the desert," festival producer Nic Adler said, according to the Star-News. Adler said that the festival's focus on the arts would set it apart from other festivals.
Rose Bowl General Manager Darryl Dunn said the stadium could bring in between $90 million and $106 million over the full life of the contract, which would help offset the Rose Bowl's recent $180 million renovation, the Star-News reports. The festival could pull in the same amount of revenue each year as between five and seven smaller one-day concerts or sporting events, according to the Rose Bowl.
Dunn also said that he anticipated $19 million in capital improvements being needed in the next five years. A dollar from each ticket was set to go toward Arroyo Seco improvements, according to officials.
The festival's approval also included the City Council upping the number of events the Rose Bowl is allowed to hold per year to 15, with more allowed with votes by the Council, according to the Star-News. The Rose Bowl's neighbors are the ones who asked for that limitation.
The environmental impact report for the festival said that there would be "significant" noise and traffic, along with greenhouse gas emissions from guest and vendor vehicles exceeding thresholds, according to the Star-News.
The 10-year deal with AEG has yet to be finalized, but the City Council gave it their approval, along with two possible five-year extensions, according to the Star-News. AEG and the Rose Bowl can end the contract at years there, 10 or 15 if they want an early exit.