The operators of the Rose Bowl announced their $80 million “Lasting Legacy Campaign” to 102 year old stadium.
The renovation project will include improving seating capacity, renovating the stadium’s iconic sign and installing one of the largest video boards in the country.
“These investments will ensure we remain one of the most dynamic football, concert and festival venues in the world,” said Jens Weiden, CEO of the Rose Bowl Operating Company.
The renovation, which consists of eight projects, will be completed in two phases. While some projects, such as the installation of a new sound system and the renovation of the marquee, were completed before UCLA’s fall football season, the remainder will be completed in 2026 and shortly after the 2028 Olympics.
“The Lasting Legacy Campaign is a critical step in reaffirming the stadium’s place as a global icon in sports, entertainment and culture,” said Dedan Brozino, chairman of the Rose Bowl Legacy Foundation.
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Before its $80 million facelift, the Pasadena and Southern California landmark hosted World Cup games and the Super Bowl in the 1970s, 1980s and 1990s. It also hosts the titular Rose Bowl Game, the oldest college football playoff game, which spawned the many others that followed.
The stadium played an integral role in college football and was the site of many historic college football games, including the titular Rose Bowl Game, the nation’s oldest bowl game.
“The Rose Bowl is a jewel in our community, where some of the most memorable moments in our history take place,” said Los Angeles County Supervisor Kathryn Barger. “The Lasting Legacy Campaign will ensure that this beloved location remains a place where people from Los Angeles County, the nation and the world can come together and celebrate.”
The Rose Bowl Game, dubbed “The Granddaddy of Them All”, served as the prototype of the modern College Football Playoffs. The arena remains a fixture of the sport and will host the quarter-final play-offs for the next two seasons.
“The Rose Bowl is America’s stadium for a reason,” said California Assemblymember John Harabedian. “There have been more iconic moments there in the history of sports and entertainment than anywhere else in the country.”
