The privately-funded Rose Bowl Legacy Foundation is undertaking a multi-phase renovation of the 104-year-old Pasadena stadium, aiming to modernize the iconic venue in time for the 2028 Los Angeles Olympics while preserving its historic character.
Several Phase One upgrades are already complete, including sound system improvements, a student standing section, and a redesigned marquee entrance. The most significant ongoing project is the South End Zone Field Club, which broke ground in January 2026 and is targeted for completion in Fall 2026. The addition will feature field-level premium seating, a bar and patio area beside the team tunnel, and over 750 VIP Club seats — all designed to bring fans closer to the action while maintaining the stadium’s iconic oblong silhouette.
Phase Two of the campaign includes a new video scoreboard and a seating overhaul that would reduce capacity from 91,136 to roughly 70,000, trading sheer numbers for improved legroom, accessibility, and wider aisles. Both projects are still seeking funding.
The renovations take on added significance given UCLA’s recent flirtation with relocating to SoFi Stadium. The Rose Bowl is now working to match the modern amenities of its LA rivals while honoring the deep legacy it shares with the Bruins.
