Arroyo Seco Music & Arts Festival Presentation City Council Monday, April 4, 2016

1. Arroyo Seco Music & Arts Festival Presentation City Council Monday, April 4, 2016

2. Music & Arts Festival – Why? • Renovation provided historic facility a chance to be viable in the future • Long term capital needs plus escalating costs require a third tenant to replace unpredictable special events • Roughly $19M in unfunded capital improvements currently identified through 2020 (seat replacements, lighting) • Routine maintenance and capital repairs to the Rose Bowl Stadium are estimated at 750k annually • Increased competition will make special event revenue much less reliable

3. Inglewood Stadium – Los Angeles Rams

4. Music & Arts Festival – A Solution • Provides Long Term Financial Stability • Create revenue equal to 5-7 displacement events that the Stadium must pursue annually • Creates Event Date Certainty for Community • Expected to be the same weekend every summer (Anticipated June 2017) • Establishes a Long Term Tenant – 20-year agreement between AEG and RBOC • After Years 3, 10 & 15 the RBOC and AEG have the opportunity to terminate the agreement

5. Music & Arts Festival - License Agreement • Term: Up to 20 years, beginning in 2017 • License Fee: RBOC to receive minimum license fee: $2 million in year one, $2.5 million in year two, $3 million in year three and a one-time capital improvement payment of $3 million for the first 10 years of the agreement. • Minimum of $10.5 million over the first three years • Minimum of $90M over 20 years • Capital Improvement Provision: AEG shall pay the RBOC a one-time payment of $3 million for first 10 years of agreement. • Facility Expenses:AEG shall reimburse RBOC for all actual and documented RBOC expenses that are reasonably related to the event; AEG pays for all Supplemental Public Safety Services.

6. Music & Arts Festival – Pasadena Benefits • Provide Economic Benefit to the Community/City • Major Rose Bowl events have provided Pasadena with positive economic impacts historically • Impact on businesses, restaurants, hotels, transient occupancy tax, sales tax and fees • Unlike other stadiums, Pasadena does not currently subsidize Rose Bowl operations and strong future revenue will be needed to ensure this continues • Rose Bowl Stadium Events & Job Opportunities • Employed Over 600 City of Pasadena Residents for the 2015 Events Calendar Year • Economic Impact Study by Micronomics • $385 million over 20 year period • Year one is $8.3 million, Year 20 is $25.9 million

7. AEG/Goldenvoice – A Global Leader • AEG is the world’s leading sports and live entertainment company • Global Festival Experience • Hyde Park • New Orleans Jazz and Heritage Festival • Stagecoach • Coachella • The goal is to develop strong partnerships with the local community through: • Support for the local arts and culture community in Pasadena • Support of local schools and non-profit organizations • Internship program and job opportunities

8. Music & Arts Festival – The Concept • Vision is to make this event a sophisticated, multi-generational festival unique to Pasadena with heavy focus on music, art, food and the attendee experience • Utilize both the golf course and Stadium, four stages plus Stadium • Tying in some of Pasadena’s great features, institutions and assets • Target market primarily multi-generational, families, 30-40s demographic • Strong arts component, family oriented and community partnerships • Want to be part of community and a partner for the Rose Bowl and Pasadena • Attended approximately 40 meetings with different organizations, neighborhood associations and business districts within the City of Pasadena.

9. Music & Arts Festival – Arts Concept • KidspaceIntegration • Program which inspires children through art and music • Bookstore in the Field • In the heart of the festival, a classic working bookstore where you can read, rest, and listen to authors or acoustic music on a stage • Architecture & Art • Create 2-3 small house exhibits that celebrate the architecture of Pasadena • Within the exhibits, patrons can walk through and enjoy art exhibits featuring local, national and international works of art • Live Theater • Productions of popular plays and musicals

10. Music & Arts Festival – Operations Plan • Communication • Monthly communication and/or meetings with neighbors leading up to and on event day(s) to update on neighborhood management plan • Advance communication with patrons on what routes to take • Event app that will provide continuous updated information • Improved CMS deployment plan that can communicate to festival patron on the way to event • Parking • If parking sells out, all other attendees must use alternative means of transportation • Ability to pre-determine what number of patrons are coming via personal car, public transportation, Rideshare, etc…

11. Music & Arts Festival - Neighborhood Plan

12. Music & Arts Festival – Traffic Plan

13. Music & Arts Festival – Sound Management • Sound • Control and design handled by promoter not artist • Utilize state of the art technology to focus music on fans not neighborhoods • Certified sound consultant on location throughout • Works directly with RBOC to ensure that there are no loop holes

14. Music & Arts Festival – Public Safety • Lt. Art Chute, Pasadena Police Department • Chief Washington, Pasadena Fire Department