Rose Bowl Launches $80 Million Revitalization Campaign

This morning the Rose Bowl Operating Company and Rose Bowl Legacy Foundation announced a multi-project, multi-year $80 million renovation and enhancement initiative to modernize and upgrade the historic stadium through privately raised funds.

“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.”

The campaign will be funded through privately-raised funds cultivated by the Rose Bowl Legacy Foundation, along with contributions from the venue’s third-party partners and vendors.

Six of the eight projects are already fully funded or completed, according to today’s announcement.

Major donors include San Diego-based JMI Sports and local philanthropists Bob Kohorst and Shelley Allen, who provided the first major private foundational commitment.

The improvements will be completed in two phases, with Phase I targeted for completion in 2026 and Phase II beginning after the 2028 Olympic Games.

Key projects will include a new field-level club in the south end zone, east side safe standing sections, sound system replacement, enhanced fan technology, improved bowl seating, installation of one of the nation’s largest videoboards, and critical infrastructure improvements to gas and water systems.

Several projects were already completed ahead of UCLA’s first Big Ten Conference season, including refurbishment of the 70-year-old marquee sign, installation of a new sound system, and addition of safe-standing sections for Bruin students in the east sideline’s first eight rows.

“At 102 years young, the Rose Bowl Stadium is a vibrant sports and entertainment venue,” said Steve Haderlein, President of the Rose Bowl Operating Company Board of Trustees. “To continue this momentum, investments into the Stadium are necessary and we are thrilled to play our part. These investments will enable the Rose Bowl Stadium to continue to thrive in the Southern California marketplace and embraces a future that includes a third Olympic Games in Pasadena.”

Pasadena-based Historic Resources Group is leading efforts to study and navigate the campaign’s projects to ensure alignment with historical preservation standards. The firm previously assisted with the Stadium’s last renovation in the early 2010s.

The historic venue, which hosted its centennial celebration in 2022, will serve as a quarterfinal site for the College Football Playoffs in 2025 and host events during the 2028 Olympics. UCLA Football has called the Stadium home since 1982. The Stadium generates significant economic impact for Pasadena and the surrounding region through major sporting events, concerts, and festivals.

“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,” said Pasadena Mayor Victor Gordo.