The parent company behind Coachella, AEG Live, has reportedly been eyeing a new location for a music festival. According to the Pasadena Star News, AEG Live is looking to bring a new music festival to the Rose Bowl in 2017.
In June of 2017, The Arroyo Seco Music and Arts Festival is projected to take place in the same stadium to where the UCLA Bruins play. The music festival is said to be a family-friendly, multi-generational event filled with four stages, art, bookstores and plays.
As approved by Pasadena's City Council, the Brookside Golf Course next to the stadium will also be included in the festival grounds.
