Create
The Future of The Rose Bowl Stadium®
Why Now?
With more major milestones on the horizon including the expanded annual College Football Playoff and the 2028 Olympic Games, the Stadium is targeting important revitalization upgrades to stay competitive in the Los Angeles and global sports-entertainment market. From infrastructure improvements to enhanced fan experiences, these improvements will ensure America's Stadium® remains a source of community pride and economic benefit for the communities it serves and the millions of visitors from around the world that attend events in this iconic venue.
- Alignment of Key Partners - Tournament of Roses®, UCLA, Stadium music partners, and the greater community
- Economic Impact - Preservation and enhancement of a venue that provides reliable revenue streams, jobs for hotels, restaurants, the City, the County of Los Angeles and the State of California
- Community Pride - A century-old venue that's more vibrant than ever, amidst some of its most active event years in history
- Preservation - Infrastructure reinforcement, protection, and enhancement as a historic structure
- Safety - Safety and security improvements (target hardening)
- Comfort - Seating and ADA improvements, seating bowl reduction and modernization
- Readiness for the Future - Enhancement of revenue opportunities, inclusive of premium seating, and more attractive options of comfortability
- Impact on the Future of Music - New premium product offerings and continued enhancement of current music business
Tremendous
Economic Impact
The Rose Bowl Stadium® is a proven economic engine for Pasadena, Los Angeles County, the State of California and the nation. Each major event held at the stadium creates thousands of on-site jobs, from ushers and security to concession staff and vendors. The local and regional restaurants are packed, the hotels are full and retail businesses are busy with the throng of visitors.
As an example, a 50,000 person event at the Rose Bowl Stadium®, on average, generates the following economic impact for the local communities that it serves.
- Jobs (total) - 2,595
- Business Sales (total) - $5.1 million
- Business Sales (direct) - $2.9 million
- Local Taxes (total) - $144,978
- Hotel Room Demand (estimated) - 1,884
- Visitor Days (total) - 7,895
Community Impact
America's Stadium® is known as a community stadium and prides itself on giving back all year long through programming, investment, and educational opportunities. These include:
- Interaction with almost 25,000 families, residents and attendees through the annual Egg Bowl, Cinco de Mayo Festival and Turkey Tussel football game.
- Building and donating back to the City of Pasadena, the Arroyo Seco Community Recreation Loop in Area H supports health and wellness. The Loop welcomes 3,000-4,000 daily visitors, one of the most active daily recreation spaces in all of Los Angeles County.
- Utilizing the stadium campus to engage multiple non-profit organizations annually, generating more than $10 million for their causes.
- Engagement with more than 50,000 students since 2020 through the Rose Bowl Institute's educational programming on sportsmanship, leadership, and citizenship. In addition, providing programming to participants across 33 states and eight countries, through women's empowerment, the exposure of Olympians and professional athletes to youth, key dialogues to advance civic literacy, and more.