Tag: Rose Bowl

Home Team Spirits: Beer Trend Extends to Liquor

LOCAL FLAVOR: Azulana, made by Pasadena, Calif.-based Pure Azul Beverage Co., is the official sparkling tequila at Pasadena’s Rose Bowl. (Courtesy Pure Azul Beverage Co.) Pasadena-based tequila brand plants its flag at the Rose Bowl The “drink local” movement is not just for beer anymore. It’s giving nascent liquor brands a boost in their home markets while helping some labels expand to new areas. “All major league stadiums and many other venues are starting to feature local distilleries,” said consultant Chris Bigelow, president of the Bigelow Cos., adding, “It follows the path of craft beers, where most cities now have dozens of local brands.” Bigelow said that customer trends show a shift from beer to spirits so the trend makes sense to him. Entrepreneur Henry Morita, co-founder and CEO of Pasadena, Calif.-based Pure Azul Beverage Co., is using the local venue playbook for his Azulana tequila beverage at the Rose […]

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Apollo 11 Lifts Off as Live Event

A venue was custom-built at California’s Rose Bowl for the new “Apollo 11 — The Immersive Live Show” production. (Courtesy Apollo 11 Productions) Custom-built 35,000-square-foot venue helps bring first moon landing to audiences Apollo 11 is taking off nightly, 50 years after the first moon landing, at Pasadena’s Rose Bowl in a purpose-built $15 million venue. “Apollo 11 — The Immersive Live Show” opened Wednesday and the show is booked through Sept. 1. The show tells the story of the Apollo 11 mission as seen through the eyes of a former NASA engineer who was on the floor of mission control on the day Apollo 11 landed on the moon. The 35,000-square-foot venue, called the Lunar Dome, was built over the last month in the the Rose Bowl parking lot. It seats 1,600 people. Nick Grace, the lead producer for the Apollo 11 show, decided with his team early on […]

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