The Rose Bowl Legacy Foundation is a 501c3 nonprofit organization whose mission is to preserve, protect and enhance the future of the Rose Bowl Stadium^® as a National Historic Landmark. In fulfilling that mission, the Legacy Foundation supports the Rose Bowl Stadium^® through its comprehensive philanthropic fundraising, government affairs work, and educational programming, mainly via the Rose Bowl Institute.

A multi-year effort to raise approximately $80 million in support of eight key capital projects in the Rose Bowl Stadium^®. This ambitious initiative goes beyond mere preservation. The campaign will allow us to enhance the venue to create more generational memories for attendees and the community, while ensuring that the experience meets the modern-day expectations of visitors. The goal is for the Rose Bowl Stadium^® to remain self-sufficient while continuing to contribute to the economic and cultural soul of Pasadena, Los Angeles County, the State of California and the nation. Through private donations, corporate partnerships, and vital government support, we will ensure the Rose Bowl thrives while staying true to its core values.

The projects will prioritize the improvement of the experience at America's Stadium for all fans, while leveraging the overall environment to enhance the sights, sounds and views that have written the venue's iconic story. The current projects slated to be funded by the Lasting Legacy Campaign include: Refurbishment of the historic marquee sign, Seating Bowl Sound System Replacement, Gas/Water infrastructure replacements and improvements, Stadium cellular service enhancements, East Side Safe Standing section, End Zone Field Club (including back of house amenities), an upgraded videoboard experience and a Bowl seating improvement. Phase I is anticipated to be from 2024-26 and total $30M-$35M in projects. Phase II is anticipated to be from 2027-29 and total $45M-$50M in projects. Upon full completion, the estimated seating capacity of the Rose Bowl Stadium^® will be 70,000-72,000, including approximately 800 club seats with associated amenities in the new South end zone field club.

Phase I has already begun as some capital projects have already been fully funded and completed prior to the start of the 2024 UCLA Football season, its first in the Big Ten Conference (East Side Safe Standing Area, Stadium Sound System replacement, and refurbishment of the iconic marquee sign). The remaining Phase I projects are fully funded and are anticipated to be completed by Fall 2026.

Phase II, which includes the remaining projects, will be completed based on the stadium's major event schedule and the securing of funds. It is anticipated that all phases will be completed following the conclusion of the LA28 Olympic Games, which will be the Rose Bowl Stadium's third.

The stadium is anticipated to remain fully operational as the capital projects are completed. However, some interruptions may occur as Stadium management considers all options as it must take into account the safety and experience of guests, as well as the surrounding neighborhoods and community.

No. Construction is not anticipated to have any impact on the surrounding neighborhoods.

The total cost of all of the anticipated projects, which includes Phase I and Phase II of the campaign, is estimated to be a total of $75M - $85M.

The Lasting Legacy Campaign will be led by privately-cultivated funds from the Rose Bowl Legacy Foundation. In combination to private philanthropic gifts, project funding will also be generated through the Stadium's third-party rights holders and partners, vendors, government grants and RBOC contributions.

No. The capital projects will not impact the Rose Bowl Stadium's® National Historic Landmark status and the proposed projects have been (and continue to be) actively studied by Historic Resources Group in partnership with local historical groups to ensure the protection of the venue's status.

The Rose Bowl Stadium^® is a venue for the community, and we want you to be a part of its incredible history. All gifts—large and small—are appreciated and welcome. Please click here to connect with a Legacy Fund team member.

To learn more about purchasing seats in the new South End Zone Field Club, please contact Meaghan Gonzales at mgonzales@rosebowlstadium.com.

To join our mailing list, please visit the form at the bottom of the Campaign website.

The Rose Bowl Stadium^® and Legacy Foundation are always exploring business partnerships, and there are many opportunities to provide outreach information for Dedan Brozino, President of the Rose Bowl Legacy Foundation at dbrozino@rosebowlstadium.com.