Inside the Rose Bowl's $30M makeover: Will it help the stadium stay relevant?

May 11, 2026

By Sam Farmer, Los Angeles Times via Yahoo Sports: For years, the Rose Bowl has walked the precarious line between tradition and technology, striving to keep up with modern-day venues while maintaining the nostalgic touches that make it a national landmark.

Get ready for one of the most dramatic changes in its 103-year history.

The stadium is undergoing a major overhaul of its south end — the one facing the San Gabriel mountains — that will transform 5,000 underutilized bench seats into a field-level club featuring slightly more than 1,000 VIP seats.

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Inside the Rose Bowl's $30 million makeover: Will it help the stadium stay relevant?

The Rose Bowl in Pasadena is constructing a new field-level club seating area in the south end of the stadium that will include more than 1,000 VIP seats.

Yahoo Sports

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