The iconic Rose Bowl stadium in Pasadena is gearing up for a major transformation to enhance guest experience, including upgraded seating and the installation of one of the nation’s largest videoboards, officials announced Monday, Dec. 2.
Dubbed the Lasting Legacy Campaign, the $80 million revitalization effort includes eight projects designed to modernize the 102-year-old venue, preserve its infrastructure for future generations and continue driving economic growth in the region, according to the Rose Bowl Operating Company, which oversees the city-owned stadium.
The funding for the campaign is led by privately-raised funds cultivated by the Rose Bowl Legacy Foundation, the Operating Company’s supporting nonprofit, along with contributions from the stadium’s partners and vendors, officials said.
The improvements, scheduled for completion by the 2028 Olympics Games and beyond, will be carried out in two phases.
Phase 1 is estimated to cost $30-35 million and aims to be completed in 2026. Planned projects include a full refurbishment of the stadium’s historic Rose Bowl marquee sign; an overhaul of the seating bowl sound system (its first since the 1990s); the addition of safe standing sections for Bruin students on the east side; upgrades to gas and water infrastructure; as well as cellular service enhancements. This phase also features the construction of a new field-level club in the south end zone.
Phase 2, with an estimated cost of around $45-50 million, will begin shortly after the Olympics. Planned projects include significant improvements to the bowl seating and the installation of the new, state-of-the-art videoboard.
Jens Weiden, CEO of the Rose Bowl Operating Company, said six of the eight projects are already fully funded or completed.
Several projects were completed ahead of UCLA Football’s inaugural season in the Big Ten Conference this fall. These include the Rose Bowl marquee sign refurbishment, the sound system upgrade, and the addition of the east side safe-standing sections, which includes the first eight rows of seating behind the visitor’s bench.
“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,” Weiden said in a statement. “These investments will help ensure that we remain one of the most dynamic football, soccer, concert and festival venues in the world.”
The Rose Bowl, completed in 1922, is one of only four National Historic Landmark stadiums in the country.
Over the past century, it has served as a premier venue for iconic events, including the 1932 and 1984 Olympic Games, the 1994 Men’s World Cup, the 1999 Women’s World Cup, Super Bowls, as well as college football championship games, among others. UCLA Football has also called Pasadena home since 1982.
Looking ahead, the Rose Bowl will host its third Olympic Games in 2028, and will serve as the quarter-final site for the College Football Playoffs for the next two seasons. The game will be held on Jan. 1, as part of the Tournament of Roses’ annual New Year celebration.
“The Rose Bowl Stadium has been a catalyst for the local economy for over a century, creating thousands of jobs at each event, filling hotel rooms and restaurants and ensuring activity in our great city and region,” Pasadena’s Mayor Victor Gordo said.
“With the venue being more vibrant than ever before, the projects within the Lasting Legacy Campaign will ensure future competitiveness in the local and national market for events that make Pasadenans proud,” he added. “The Rose Bowl is truly America’s Stadium and is a key part of the heartbeat of the San Gabriel Valley community.”
The Rose Bowl Stadium and Legacy Foundation will host a private event on Tuesday, Dec. 3, featuring state and local officials, to provide detailed discussions about the eight projects.
City News Service contributed to this story
