The Rose Bowl is earnestly stepping into the future with an $80 million face-lift without losing its historical soul. In what's being dubbed the "Lasting Legacy Campaign," the Rose Bowl Operating Company and the Rose Bowl Legacy Foundation are joining forces to bring the 102-year-old stadium up to speed while keeping an eye firmly on preserving its storied past.
Details were rolled out across publications early this morning, and the plan is to split the project into two primary phases. "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," Dedan Brozino, President of the Rose Bowl Legacy Foundation, told Pasadena NOW. Better seating, a monstrous video board, and an all-around tech upgrade are just the tip of the iceberg. They plan to complete these tasks in 2026 and then sprint ahead post-2028 Olympic Games.
Funding is said to be entirely through privately-raised funds, padded with contributions from partners and vendors. They've already got six of the eight projects on lock, funded or completed, with some help from big donors like JMI Sports and philanthropists Bob Kohorst and Shelley Allen, propping up that first major commitment, Pasadena NOW reports. The Pasadena-based Historic Resources Group is making sure the renovations don't step on any historical toes.
So far, the Rose Bowl has knocked out a refurbished marquee sign, installed a brand-new sound system, and thrown in standing sections for UCLA students, according to CBS Los Angeles. The venue is also getting infrastructural upgrades with updated gas and water systems.
While reactions to the announcement have been peppered with everything from enthusiasm to skepticism, the Rose Bowl seems to be on a steadfast path to balance respect for tradition with an embrace of modernity. "It will be Interesting to see what is involved. A Rose Bowl renovation is definitely needed," one fan voiced in the wake of the announcement. Contrarily, another fan expressed concern - to put it mildly - at Athlon Sports, "Oh god they are going to ruin @rosebowlgame. One of the best parts is the old school feel of this game. You don’t need jumbo scoreboards and whatever the hell 'fan connectivity' is. Idiots," proving once more that fandom often comes with a side of passion.
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