Present Status
The Rose Bowl and adjacent golf course are managed by the Rose Bowl Operating Company, a non-profit organization whose board is selected by council members of the City of Pasadena. UCLA also has one member on the company board. The Rose Bowl stadium itself runs on a yearly operational loss. While it generates funds with the annual lease with UCLA ($1.5m), the Tournament of Roses ($900k), and a regularly hosted flea market ($900k), it makes up the loss by relying on funds generated by the adjacent city-owned golf course ($2m). While the stadium is able to keep operating in this financial set-up, it is unable to finance many of the capital improvements it needs to be considered a modern facility, including new seats, wider aisles, additional exits, a wider concourse, a renovated press box, a state-of-the-art video scoreboard, new field lighting, additional suites and a club. The estimated cost for such improvements ranges from $250 million and $300 million.
The stadium currently has long-term leases with its two major tenants, the Pasadena Tournament of Roses (2019) and UCLA (2023). In 2006, the Rose Bowl and the City of Pasadena launched a $16.3 million capital improvement program that will benefit both UCLA and the Tournament of Roses. New locker rooms for both UCLA and visiting teams, as well as a new media interview area were constructed.
In April 2009, The Rose Bowl Operating Company unveiled a Rose Bowl Strategic Plan, which addressed the objectives to improve public safety; enhance fan experience; maintain national historic landmark status; develop revenue sources to fund long-term improvements; and enhance facility operations. On October 11, 2010, the Pasadena City Council approved a $152 million financing plan for the major renovation of the stadium. Groundbreaking ceremonies for the first of three phases of the project was held on January 25, 2011. The newly constructed video board was used for the June 25, 2011 CONCACAF Gold Cup Final.
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