Arroyo Seco Weekend

The inaugural Arroyo Seco Weekend wrapped up on Sunday. Goldenvoice, the promoter of the event called this two-day festival “multigenerational,” geared toward families and folks in their mid-30s and up, rather than the typically crowd packs these gatherings. It was a festival where someone can go with their grandma, mom, sister or toddler and enjoy rock, soul, jazz, funk, and blues acts.

The Pasadena event took over the Brookside Golf Course at the iconic Rose Bowl Stadium setting up three stages for the line-up of talented musical artists and turned the rest of the grounds into an al fresco picnic and lounge area. Arroyo Seco estimates there was a modest crowd in the range of 25,000 attendees.

With June being California Grown Flowers Month, we thought this event would be the perfect place to continue the celebration. California flower farms teamed up with JetBlue and Muir Ranch for a “Flowers On Your Head” activation. Teams of photographers were scattered around the grounds and in the JetBlue Lounge capturing pictures of the thousands of people with CAGrown flowers on their heads. The crowd loved it… men, women, teens and toddlers alike joined in on the fun.