This morning, the Rose Bowl Operating Company and the Rose Bowl Legacy Foundation announced an $80 million, multi-project, multi-year renovation and improvement initiative to modernize and enhance the historic stadium through privately raised funds.

“The Lasting Legacy campaign is a critical step in reaffirming the stadium’s place as a global icon in sports, entertainment and culture,” said Dedan Brozino, president of the Rose Bowl Legacy Foundation.

“Our donor base has grown greatly over the years, following the lead of our Board of Directors and Advisory Board, all of whom are volunteers.”

The campaign is funded by privately raised funds from the Rose Bowl Legacy Foundation, as well as contributions from third-party partners and venue vendors.

Six of the eight projects have already been fully financed or completed, according to today’s announcement.

Major donors include San Diego-based JMI Sports and local philanthropists Bob Kohorst and Shelley Allen, who made the first major private foundation commitment.

The improvements will be completed in two phases, with Phase I scheduled to be completed in 2026 and Phase II scheduled to begin after the 2028 Olympics.

Major projects include a new field-level club in the south end zone, safe standing areas on the east side, sound system replacement, improved fan technology, improved bowl seating, installation of one of the largest video boards in the country, and major infrastructure improvements to gas and water systems .

Several projects have already been completed leading up to UCLA’s first Big Ten Conference season, including renovating the 70-year-old marquee sign, installing a new sound system and adding safe standing areas for Bruin students in the first eight rows on the east side.

“At 102 years old, Rose Bowl Stadium is a vibrant sports and entertainment venue,” said Steve Haderlein, president of the Rose Bowl Operating Company Board of Trustees. “In order to continue this momentum, investment in the stadium is necessary and we are pleased to play our part. These investments will allow the Rose Bowl Stadium to continue to thrive in the Southern California market and enable a future that includes a third Olympic Games in Pasadena.”

The Pasadena-based Historic Resources Group is leading the effort to study and manage the campaign’s projects to ensure compliance with historic preservation standards. The company helped with the stadium’s most recent renovation in the early 2010s.

The historic venue, which celebrated its 100th anniversary in 2022, will serve as the College Football Playoff quarterfinals in 2025 and host events during the 2028 Olympics. The stadium has been home to UCLA football since 1982. The stadium generates significant economic impact on Pasadena and the surrounding region through major sporting events, concerts and festivals.

“Rose Bowl Stadium has been a catalyst for the local economy for over a century, creating thousands of jobs at every event, filling hotel rooms and restaurants, and generating activity across our great city and region,” said Pasadena Mayor Victor Gordo.