Pasadena is about to get loud with a new mega-concert hosted by Coachella concert promoter, Goldenvoice.
Among the talent to perform at the Arroyo Seco Weekend is Tom Petty & the Heartbreakers – a first for the L.A. band that has never played a music fest in its hometown area.
But locking down the Rose Bowl in Pasadena wasn't easy. Despite the fact that every January the city hosts the Rose Parade and the Rose Bowl game, many people were not happy about the idea of a music festival on the adjacent public golf course. One issue is that the venue is in the middle of a residential neighborhood.
But Goldenvoice prevailed and it announced the line-up today.
Goldenvoice president Paul Tollett and festival director Nick Adler tell The Frame's John Horn that they took many meetings with the Pasadena City Council to assure that they'll be friendly neighbors.