This one’s going to be at our own Rose Bowl, and it’s set to be a doozy. Why? Two words: crowd control. The Festival‘s previous iteration, like basically every other major street food event since the food truck renaissance began, was a zoo. Huge crowds and long lines, besides being unpleasant in and of themselves, are not conducive to sampling widely from the many culinary delights available on the streets of our fair city. This year, hopefully, will be different.
For starters, there are a limited number of tickets, and they’re available pre-sale only. The price might seem high—$45, or $65 for the VIP treatment—but that ticket grants you all-you-can-eat-and-drink access to more than 60 vendors, from Antojitos Carmen to Whisk LA. Besides food truck all stars both nouveaux and old school, there will be open bars (plural), with local brews and specialty cocktails from top L.A. mixologists, not to mention the “Upper Deck Tequila & Mezcal Tasting.” A full list of participants can be found here.
Oh yeah, and there’s a concert, featuring two up-and-coming LA bands: Warpaint, who we saw and enjoyed muchly at Make Music Pasadena, and The Deadly Syndrome, a hot live act whose debut album, The Ortolan, is getting all kinds of critical love.
Besides food, and drink, and music, there’ll be a little bit of craft show, too. One of the festival’s founders, Sonja Rasula, is also the founder and director of UNIQUE LA, the largest independent design and gift show in the country. Fifteen of that show’s vendors will be on hand with clothing and accessories, gourmet edibles, plush toys, spa products and so on.
There are only a few thousand tickets (not many for a venue that can hold 90,000), so if you want to go—and there are many reasons to want to—get yours soon. Crowds are a risk, but we’re hopeful the new event format will keep lines manageable. We’re so hopeful, in fact, that Yours Truly will be in attendance, unselfishly consuming everything in sight for the benefit of you, the reader. Look for a write-up when the food coma wears off sometime next month.
The Los Angeles Street Food Festival
Saturday, July 24, 5:30 – 9 p.m. (VIP preview 4 – 5 p.m.)
Rose Bowl, 1001 Rose Bowl Dr., Pasadena
$45 GA, $65 VIP—both are pre-sale only