PASADENA, Calif. -- The Rose Bowl Operating Company along with its supporting nonprofit organization, the Rose Bowl Legacy Foundation, has announced The Lasting Legacy Campaign, a multi-project, multi-year revitalization campaign to raise $80 million for eight projects to improve the guest experience at the 102-year-old stadium.
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 are a brand-new field-level club to be built in the Rose Bowl’s south end zone; east side safe standing sections; a sound system replacement; enhancements to fan technology and connectivity; improvements to the venue’s bowl seating; and the installation of one of the nation’s largest videoboards. 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.
Some of the projects were completed prior to UCLA’s first season in the Big Ten Conference this fall, including 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, the installation of a complete state-of-the-art overhaul of the Stadium’s sound system (its first since the 1990s), and 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.
“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.” said Jens Weiden, CEO of the Rose Bowl Operating Company. “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.”
The Rose Bowl Stadium, which celebrated its centennial birthday in 2022, will host its third Olympic Games in 2028, and the Rose Bowl Game is a quarterfinal site of the College Football Playoffs for the next two seasons. UCLA Football has called Pasadena home since 1982.
The eight projects will be completed in two phases, with Phase I aiming to be complete in 2026 and Phase II beginning shortly following the 2028 Olympic Games. Phase I includes a historic marquee sign refurbishment, the seating bowl sound system replacement, the east side safe-standing section, gas and water infrastructure replacement and improvement, stadium cellular service enhancement, and the end zone field club with back of house amenities to support hospitality and event experiences. Phase II will include major improvements to bowl seating and the installation of a new, state-of-art videoboard.
“The Lasting Legacy Campaign is a crucial step in reaffirming the Stadium’s place as a global icon in sports, entertainment and culture,” said Dedan Brozino, President of the Rose Bowl Legacy Foundation. “Our donor base has grown so much over the years and has followed the example set by our Board of Directors and Advisory Board, all of whom are volunteers. We thank Bob Kohorst and Shelley Allen, as well as several other private supporters for their cornerstone commitments that have undoubtedly inspired a key philanthropic start to this fundraising effort to protect, preserve, and enhance America’s Stadium.”