Rose Bowl Converts 5,000 Seats Into $30 Million Club as UCLA Eyes Sept. 12 Debut
Updated
Updated · Los Angeles Times · May 11
Rose Bowl Converts 5,000 Seats Into $30 Million Club as UCLA Eyes Sept. 12 Debut
1 articles · Updated · Los Angeles Times · May 11
$30 million in privately funded renovations are turning 5,000 underused south-end bench seats into the South Field Club, a field-level premium space with just over 1,000 VIP seats.
Sept. 12 is the target completion date, putting the new club on track for UCLA football's home opener against San Diego State and giving patrons direct field access, a 360-degree bar and postgame amenities.
UCLA did not pay for the project and will keep all revenue from the new club under its stadium agreement, while the Rose Bowl says the upgrade helps modernize the 103-year-old venue without public bonds.
The investment comes after Pasadena and the Rose Bowl sued last year to keep UCLA at the stadium through 2044; signs of a settlement and the venue's confirmed 2027 CFP quarterfinal now bolster its longer-term outlook.
Amid new federal NIL rules, can a $30M luxury club truly secure UCLA football's future?
As the Rose Bowl prepares for the 2028 Olympics, will its modern upgrades overshadow its historic legacy?