Upgrades continuing at Rose Bowl stadium

Article posted by Coliseum, December 6^th, 2024

Image: Rose Bowl and UCLA

The operators of the Rose Bowl stadium have launched an $80 million “Lasting Legacy Campaign” which aims to revamp the 102-year-old stadium.

The Rose Bowl Operating Company said the remodeling project will improve seating, refurbish the stadium’s iconic sign and install one of the nation’s largest video boards, among other enhancements.

The 89,702-capacity Rose Bowl Stadium is an outdoor athletic stadium located in Pasadena, California. Opened in October 1922, the stadium is recognized as a National Historic Landmark and a California Historic Civil Engineering landmark.

The stadium is home to the University of California, Los Angeles (UCLA) Bruins football team.

The Rose Bowl Operating Company along with its supporting non-profit organization, the Rose Bowl Legacy Foundation, announced The Lasting Legacy Campaign as a multi-project, multi-year revitalization campaign for the future of America’s Stadium.

Image: Rose Bowl and UCLA

The campaign will be led by privately-raised funds cultivated by the Rose Bowl Legacy Foundation, as well as contributions from the venue’s third-party partners and vendors.

Among the capital projects to be carried out are a brand-new field-level club to be built in the Rose Bowl’s south end zone; east side safe standing sections and a sound system replacement. enhancements to fan technology and connectivity.

There will also be improvements to the venue’s bowl seating, while one of the nation’s largest videoboards will be installed.

A full refurbishment of the stadium’s Rose Bowl marquee sign and infrastructure improvements to the gas and water systems are also included.

These projects will transform the fan and community experience, ensuring the continued trajectory of the venue’s hosting abilities for world-class sports and entertainment events, and further driving economic growth and development in the surrounding region.

Image: Rose Bowl and UCLA

Some of the projects were completed prior to UCLA’s first season in the Big Ten Conference this fall.

These included a full refurbishment of the stadium’s iconic Rose Bowl marquee sign which is over 70 years old as the venue’s main patron focal point and the installation of a complete state-of-the-art overhaul of the stadium’s sound system (its first since the 1990s).

There has also been the addition of the east side safe-standing sections for Bruin students, which includes the first eight rows of the east sidelines behind the visitor’s bench.

Jens Weiden, CEO of the Rose Bowl Operating Company, said, “Thanks to the leadership of the Rose Bowl Operating Company Board of Directors and due to the tireless efforts of the Rose Bowl Legacy Foundation Board and Advisory Boards, the Rose Bowl Stadium has never been better positioned to thrive.

“These investments will help ensure that we remain one of the most dynamic football, soccer, concert and festival venues in the world.

“The silent fundraising phase of the campaign was outstanding and thanks to the incredibly generous donors to Legacy, and key commitments from our stadium partners, six of the eight projects are already fully funded or completed.”

Image: Rose Bowl and UCLA

While some of the projects have already been finished, the rest will be completed in 2026 and shortly after the 2028 Olympic Games.

Dedan Brozino, President of the Rose Bowl Legacy Foundation, said, “The Lasting Legacy Campaign is a crucial step in reaffirming the Stadium’s place as a global icon in sports, entertainment and culture.”

Before its $80 million facelift, the Pasadena and Southern California landmark hosted World Cup matches and the Super Bowl in the 1970s, 80s and 90s. It also hosts the Rose Bowl Game, the oldest college football playoff game.

Los Angeles County Supervisor Kathryn Barger said, “The Rose Bowl is a jewel in our community, playing host to some of the most memorable moments in our history.

“The Lasting Legacy Campaign will ensure that this beloved venue continues to stand as a place for people around Los Angeles County, the nation, and the world to come together and celebrate.”

California Assemblyman John Harabedian added, “The Rose Bowl is America’s Stadium for a reason,” “There have been more iconic moments in the history of sports and entertainment there than just about anywhere else in the country.”

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