Students gather on the field at the Rose Bowl for a group photo during the Arroyo Seco Weekend Youth Program.

AEG Hosts Second Annual Arroyo Seco Weekend Youth Program

More than 30 students from Pasadena Unified School District and Pasadena area high schools provided exclusive behind-the-scenes access to Goldenvoice’s Arroyo Seco Weekend and overall insight to entertainment industry

In the days leading up to Goldenvoice’s Arroyo Seco Weekend in Pasadena, Calif., AEG welcomed more than 30 students from Pasadena Unified School District and Pasadena area high schools for the second annual Arroyo Seco Weekend Youth Program at the Rose Bowl.

Over the course of two days, students heard from entertainment industry professionals including Martha Saucedo, AEG’s Executive Vice President of External Affairs; Nic Adler, Arroyo Seco Weekend Festival Director; Pasadena Councilmember Tyron Hampton; Rose Bowl CEO Darryl Dunn in addition to other Goldenvoice staff.  

“Over the past 20 years, AEG has worked with a variety of local communities where we have a presence to make a meaningful difference in the lives of young people,” said Martha Saucedo, Executive Vice President, AEG.

“With the inception of Arroyo Seco Weekend, we wanted to create a youth program exclusive to students from the Pasadena area to teach them not only about the entertainment industry and the music festival itself, but to expose them to careers and paths that they may not have otherwise known about,” said Saucedo.

In addition to hearing from entertainment industry panels, students were divided into groups and tasked with creating their own music festivals which they later were given the opportunity to pitch and receive feedback from Arroyo Seco Weekend Festival Director Nic Adler.

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 150 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