Rose Bowl Stadium Breaks Ground on $30 Million South End Zone Field Club

The Rose Bowl Operating Company announced the groundbreaking of the South End Zone Field Club, a $30 million strategic investment that reinforces the stadium’s commitment to thoughtful modernization while preserving the traditions that have defined college football’s most iconic venue for more than a century.

The project includes new field-level premium seating and amenities while preserving the timeless historic elements and angles that have defined America’s Stadium. It is intentionally designed to complement the historic bowl, balancing innovation with stewardship while safeguarding the qualities that have made it college football’s best stage. The South End Zone Field Club project is expected to be completed by the start of the 2026 college football season.

“The Rose Bowl Stadium continues to honor its past by investing in its future,” said Jens Weiden, CEO of the Rose Bowl Stadium in the Thursday, January 15 announcement. “This project ensures that the most important moments in sports and entertainment will be staged in a setting that reflects both tradition and progress. We are excited for the project and for UCLA, the Pasadena Tournament of Roses, our music partners and their supporters, who will be the beneficiaries of a world-class experience.”

Featuring nearly 1,000 field-level seats in premium club and loge boxes, enhanced hospitality spaces, and an outdoor patio designed to foster connection and shared experiences amongst athletes, performers, and fans, the South End Zone Field Club represents a major milestone in the first phase of the Lasting Legacy Capital Campaign.

In the coming years, the stadium intends to privately fund several additional enhancement projects to prioritize the experience at America’s Stadium for its core tenants and fans by leveraging the sights, sounds, and views that have written the venue’s iconic story.

“We are so grateful to our Rose Bowl Legacy Foundation donors, for their generous input and belief in where this storied venue is headed in the years ahead,” said Dedan Brozino, Rose Bowl Legacy Foundation President.

“Every enhancement to the stadium that we make must honor what makes the Rose Bowl special and the South End Zone Field Club does just that. This project is not about changing the stadium’s identity — it is about strengthening it. We are indebted to our incredibly talented team of architects and contractors for their tremendous work and efforts to have the project completed prior to the 2026 college football season.”