Rose Bowl picks music over NFL

Rose Bowl picks music over NFL
Arroyo Seco Music Festival

The Rose Bowl has ditched plans to court a temporary NFL team. It will host a music festival instead.

Plans to welcome the NFL to Pasadena have been shelved by the Rose Bowl Operating Committee, according to documents included with Monday’s City Council agenda.

Thirteen  dates set aside by the city as “displacement” events for a NFL tenant in the stadium are no longer necessary, according to paperwork submitted to the City Council by Rose Bowl General Manager Darryl Dunn.

“The ROBC Board of Directors discussed this item and recognized it is extremely likely the festival will continue for at least three years (through 2019) it is also highly likely that the NFL stadium in Inglewood that is scheduled to be built by 2019 will be complete and the opportunity for the stadium to host the NFL will be gone.”

In April the City Council approved plans for the Arroyo Seco Music & Arts Festival. The RBOC has partnered with entertainment giant AEG for the event and officials claim it will incorporate elements from similar events like the New Orleans Jazz Festival, the British Summer Time in Hyde Park and the annual Coachella Music & Arts Festival.

Neighbors have expressed repeated concerns about noise, traffic and overnight visitors that might be associated with the festival. Rose Bowl officials led by Dunn have worked to assuage those fears and point to several benefits that the city will derive from the concert.

“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,’ organizers said.

On a FAQ dedicated to addressing concerns of residents, Rose Bowl officials claim the event is needed to support the venerable stadium.

“The festival will provide the Rose Bowl with much needed revenue to maintain the stadium at the level expected by Pasadena residents,” the FAQ notes. “It is projected that over the life of the proposed agreement, the Rose Bowl could realize a net revenue of $90 million dollars.”