Los Angeles-based concert promoter Goldenvoice has announced a new alt-country music festival coming to Brookside at the Rose Bowl in Pasadena this summer. The Palomino Festival, featuring headliners Kacey Musgraves and Willie Nelson & Family, will make its debut on July 9.

The single-day fest, which was inspired by Goldenvoice’s Palomino Stage at its annual Stagecoach Country Music Festival in Indio, will also feature sets by Jason Isbell and the 400 Unit, Turnpike Troubadours, Orville Peck, Old Crow Medicine Show, Valerie June, Charley Crockett, Paul Cauthen, Nikki Lane, Morgan Wade, Sierra Ferrell, Langhorne Slim, Amythyst Kiah, Sierra Hull, Low Cut Connie, Jamie Wyatt, Ian Noe, Logan Ledger and the Compton Cowboys.

General admission tickets will start at $179 and VIP passes start at $399. There’s also the ultra-VIP High Life experience, available to those 21 and older, which features upfront viewing, food and beverages, premium parking, limited-edition merchandise and more for $699.

All passes will go on sale at noon on April 1 at palominopasadena.com.

While Stagecoach’s “Mane Stage” features some of the biggest contemporary country artists, and will host headliners Carrie Underwood, Thomas Rhett and Luke Combs in Indio April 29-May 1, the festival’s Palomino Stage features established and up-and-coming alt-country and Americana artists.

Stacy Vee, Stagecoach’s talent buyer who also booked the Palomino festival said that after 14 years of curating the Palomino Stage out in the desert, she and her team thought it was high time to bring a little of that alternative country vibe west.

“This will be different from Stagecoach,” she said during a recent phone interview. “This will have a personality of its own. We’ve gotten to know this music really well and we’ve created a lot of long-lasting relationships with the artists and there’s an enthusiasm for this alt-country and Americana scene. It’s time for the Palomino to have its own moment in the city.”

With a number of artists on the bill hailing from Texas, Vee said that the food and beverage options will be mostly Tex-Mex themed. Since the Rose Bowl is known for its flea market, organizers are also bringing singer-songwriter Nikki Lane’s Stage Stop Marketplace, which has been a staple out at Stagecoach for a few years, to the Palomino Festival as well. The festival is also incorporating The Compton Cowboys and other local equestrian clubs will be invited to bring out their horses for demonstrations.

“There’s no other festival like this one in the city,” Vee said. “There’s so many genres of country music — alternative, bluegrass and pop — and we’re celebrating all of that stuff that lives just outside of the mainstream and we’ve brought it all together for what we feel is a really unique and exciting combination of artists.”

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