The masterminds behind Coachella have quietly announced a new, niche music and arts festival taking place on June 24th and 25th in Pasadena, CA. Geared towards the Pasadena community – think families, art museums, and healthy food – the fest joins UCLA football and the Tournament of Roses as the Rose Bowl’s third long-term tenant, to remain for at least three and up to 15 years.
Local publications are overall supportive of the new endeavor which, if all goes according to plan, will make for a welcome financial boost after the Rose Bowl’s 2012 renovation swelled to over $180 million. With an exquisitely curated lineup featuring headliners Tom Petty & the Heartbreakers and Mumford & Sons (seriously, be still my beating heart!), plus a food lineup full of everything from Ramen Hood’s vegan ramen to poke bowls courtesy of Sweetfin, this is shaping up to be a weekend that will satisfy all kinds of sonic and culinary cravings.