Students from Pasadena Unified School District enjoy lunch at L.A. LIVE following AEG and Goldenvoice panels on the music industry as part of the Arroyo Seco Weekend Youth Program.

AEG Hosts Arroyo Seco Weekend Youth Program

AEG and Goldenvoice host Pasadena area high school students to provide a behind-the-scenes look at Arroyo Seco Weekend music festival; Provide insight to entertainment industry

LOS ANGELES (June 25, 2017) – As part of AEG’s community outreach initiative with Pasadena Unified School District in conjunction with Arroyo Seco Weekend at Brookside at the Rose Bowl in Pasadena, Calif., AEG and Goldenvoice worked with more than 250 high school students in the Pasadena area to provide opportunities to learn about the entertainment industry. Students were exposed to the company’s many facets of the sports and entertainment industry, received advice on future career paths and were provided exclusive behind-the-scenes access to the music and art festival.

Throughout the past three months, AEG and Goldenvoice hosted an Arroyo Seco Weekend Job Shadow Day at their downtown Los Angeles offices for John Muir High School students, “The Music Biz 101,” a panel exclusively for 200 high school students in the Pasadena Unified School District at the GRAMMY Museum at L.A. LIVE and the Arroyo Seco Weekend Youth Program, a two-day program at the Rose Bowl that featured panels, educational activities and an exclusive behind-the-scenes tour of the festival led by Arroyo Seco Weekend Festival Director Nic Adler.

“We wanted to create a festival that was a reflection of the surrounding Pasadena community. Beyond highlighting the local art and food scene, and working with local businesses like Kidspace Children’s Museum & Vroman’s bookstore, we wanted to provide an educational and one-of-a-kind experience for local high school students that exposes them to the many sides of the entertainment industry beyond what they would know as a festival attendee,” said Nic Adler, Arroyo Seco Weekend Festival Director.

In its inaugural year, the Arroyo Seco Weekend Youth Program hosted more than 40 students, grades 10-12, from John Muir High School, Pasadena High School, Blair High School, San Marino High School, Saint Francis High School and the Ideal Youth Program of Pasadena at the Rose Bowl on June 20-21. Students learned from panelists about the making of the festival, including creative vision, city involvement and marketing in addition to receiving career advice.

“I applied to this program because I want to be a performer, rapper, artist and producer,” said Donny Johnson, a junior at John Muir High School. “It was cool to learn about the business so that it can help me in my career. I’m excited and think (Arroyo Seco Weekend) is a good thing for the community because it will bring people together.”

Yeasel Segura, Pasadena High School sophomore said, “I applied to this program to find out and explore what type of career I want to pursue in future. I’m still not sure if I want to work in the (entertainment) industry, but getting to hear from the panelists about their paths and how they got where they are was really interesting.”


About AEG
Headquartered in Los Angeles, California, AEG is the world’s leading sports and live entertainment company. With offices on five continents, AEG operates in the following business segments: AEG Facilities, which is affiliated with or owns, manages or consults with more than 120 preeminent arenas, stadiums, theaters, clubs and convention centers around the world including The O2 Arena, the Sprint Center and the Mercedes-Benz Arenas;  AEG Presents, which is dedicated to all aspects of live contemporary music performances, including producing and promoting global and regional concert tours, music and special events and world-renowned festivals; AEG Real Estate, which develops world-class venues, as well as major sports and entertainment districts like STAPLES Center and L.A. LIVE; AEG Sports, which is the world’s largest operator of sports franchises and high-profile sporting events;  and AEG Global Partnerships, which oversees worldwide sales and servicing of sponsorships including naming rights, premium seating and other strategic partnerships. Through its worldwide network of venues, portfolio of powerful sports and music brands, ticketing platform, AXS cable television channel and its integrated entertainment districts, AEG entertains more than 100 million guests annually. More information about AEG can be found at