GOLDENVOICE TEES OFF WITH PETTY, MUMFORD & SONS

Goldenvoice may have created a four-quadrant formula for a festival appealing to the well-heeled, Arroyo Seco Weekend. Staged on a golf course in a large residential community, they have booked a mix of rock acts that never get too loud—Tom Petty and Mumford & Sons—and added food and drink from a 17 high-end restaurants. They’re also developing activities for tots.

The Arroyo Seco Weekend, taking place 6/24 and 6/25 at the Brookside Golf Club in Pasadena, will also feature Alabama Shakes, Weezer, The Meters, Charles Bradley, William Bell, The Shins and Dawes. It’s Golenvoice programming to the music fans too old for Coachella yet not ready to spend an arm and a leg to for a nostalgia fest with superstars. There will be a lot of sunscreen in use.

For some, the selling point may well be the restaurants involved: Republique, Broken Spanish, Red Bird, Sotto and Union. Even the hot dog and poke vendors are high end. They’re promising cocktails, bio-dynamic wines and craft beer, but those names have yet to be revealed.