Rose Bowl Stadium Undergoing Major Renovations for 2028 Olympics

Upgrades include new South End Zone Field Club, seating capacity reduction, and video board improvements.

Published on Mar. 10, 2026

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The iconic Rose Bowl Stadium in Pasadena, California is undergoing a series of renovations and infrastructure upgrades as part of the "Lasting Legacy Campaign" led by the Rose Bowl Legacy Foundation. The improvements, which include a new South End Zone Field Club with premium seating and amenities, are designed to modernize the 104-year-old stadium in time for the 2028 Olympic Games in Los Angeles while preserving its historic character.

Why it matters

The renovations aim to help the Rose Bowl, home of the UCLA Bruins football team, compete with the modern amenities of newer stadiums like SoFi Stadium and attract both sports fans and concert-goers. The project is also crucial for preparing the venue to host events during the 2028 Olympics.

The details

The South End Zone Field Club will add over 750 VIP club seats and a bar/patio area directly on the field level next to the team entrance tunnel, providing a more immersive experience for fans. Other planned upgrades include increased cellular reception, renovations to gas and water infrastructure, and a reduction in overall seating capacity from 91,136 to around 70,000 to improve accessibility and leg room. The video board will also be upgraded in a future phase of the project.

  • Construction on the South End Zone Field Club broke ground in January 2026.
  • The target completion date for the South End Zone Field Club and other Phase 1 renovations is Fall 2026.
  • Funding has not yet been secured for Phase 2 upgrades like the video board and seating renovations.

The players

Rose Bowl Legacy Foundation

A privately-funded foundation formed in 2010 with the mission of protecting and preserving the historic Rose Bowl Stadium.

UCLA Bruins

The college football team that calls the Rose Bowl Stadium home.

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What’s next

The Rose Bowl Legacy Foundation is still working to secure funding for Phase 2 of the renovations, which will include upgrades to the video board and further seating improvements.

The takeaway

The Rose Bowl's renovations demonstrate a commitment to modernizing the historic stadium while maintaining its iconic character and status as a beloved sports venue. The improvements will help ensure the Rose Bowl remains competitive and can continue hosting major events like the Olympics for years to come.