Officials of the Rose Bowl do not want their stadium to serve as a temporary home for an NFL team that relocates to Los Angeles.
The RBOC, which runs the Pasadena stadium, decided it was more productive and lucrative for the Rose Bowl to pursue a music and arts festival, which would take place annually during three days in June.
“We believe that a music and arts festival is more fitting with Pasadena's brand and with the future of the stadium,” said Victor Gordo, RBOC president and a member of the Pasadena City Council. “With our desire to have certainty of finances of the stadium, and to have a world-class event that's fitting of the city.”