While the East Coast suffers through repeated snowstorms and frigid temperatures, Southern California snowfall has been bleak and weak this winter.
Olympic gold-medal-winning snowboarder Shaun White is here to change that.
On Saturday and Sunday, White’s Air + Style event will take over the Rose Bowl in Pasadena, with the highlight being a 16-story big-air jump that workers have been coating in snow.
It’s expected to be in the 60s in Pasadena over the weekend, but that won’t stop the cadre of top skiers and snowboarders White has lined up to compete outside the stadium, not to mention the 18 live bands that are set to perform.
“It’s pretty much like Coachella meets X Games,” White said.
The 450-foot ramp has been rising next to the Pasadena stadium for more than a week, the Los Angeles Times reports, and workers were dumping snow on it Friday.
“What Mother Nature can't seem to provide on this most bereft of L.A. winters, apparently Shaun White soon will,” writes Times sports columnist Chris Erskine.
White said he wanted to bring the event to the Los Angeles area because the snowboarding “life-style” is “very present” in the region. And then there’s the white stuff itself.
“It’s so amazing that we actually do this event here, bringing the snow to the city,” White said. "This is the perfect home for it."
One known as a the "Flying Tomato," White, 28, failed to medal at the Olympic Winter Games in Sochi, but says he plans to compete in 2018 in Pyeongchang, South Korea.
The Air + Style series originated in Austria 21 years ago, and White became involved recently. The venture, which could cost $5 million, is being funded entirely by White, the Wall Street Journal reported.
White promoted the Beijing Air + Style event in 2013 and saw potential in bringing the series to the U.S, according to the Journal.
In Pasadena, performers include Kendrick Lamar, Diplo, Steve Aoki, Flaming Lips, Phantogram, Portugal. The Man, and Sleigh Bells. White's band, Bad Things, will also play.
Tickets — $50 per day or $90 or for both days — are available through Ticketmaster or at the Rose Bowl.