PASADENA, Calif. – UCLA football will continue its run at the Rose Bowl and the 2026 season appears to be full of potential under Bob Chesney, but the iconic Pasadena stadium will get even more new life after a series of improvements are planned for the stadium.
This series of renovations and infrastructure upgrades, known as the Enduring Legacy Campaign, is led by the privately funded Rose Bowl Heritage Foundation, which was established in 2010 with the mission of protecting and preserving one of the oldest sports venues in the United States. The series of renovations and infrastructure upgrades are part of a multi-phase plan to modernize the venue in time for the 2028 Olympic Games in Los Angeles while preserving the spirit of the 104-year-old stadium.
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Several upgrades have already been completed, such as sound system improvements, construction of standing areas in the student area and redesign of the stadium front tent, all of which are expected to be completed by fall 2024.
UCLA Bruins quarterback Luke Duncan (12) runs through smoke before a game against the Washington Huskies at the Rose Bowl Stadium on November 22, 2025 in Pasadena, California.
Jordan Carroll – The Sports Tribune
UCLA Bruins quarterback Luke Duncan (12) runs through smoke before a game against the Washington Huskies at the Rose Bowl Stadium on November 22, 2025 in Pasadena, California.
Other improvements, such as increased cellular reception and renovations to gas and water infrastructure, are expected to be completed in time for the 2028 Olympics.
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south end zone track club
The most significant project is the construction of the South End Zone Field Club, a new seating area that broke ground in January 2026.
The Stadium Clubhouse includes “new stadium-quality premium landscaping and amenities while preserving the timeless historic elements and angles that define American stadiums,” according to a press release.
Digital renderings show a bar and patio area located directly at pitch level and adjacent to the team entrance tunnel, designed to bring fans into direct contact with players and provide a more immersive experience as they rush onto the field before games.
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More than 750 VIP club seats will be built on the other side of the entrance tunnel to achieve a similar effect and “serve as an in-game tailgate environment,” according to the Rose Bowl Lasting Legacy website.
UCLA Bruins’ No. 3 Devin Kirkwood celebrates during the first half against the Minnesota Golden Gophers at the Rose Bowl on October 12, 2024 in Pasadena, California.
Rick Tapia-Sports Tribune
UCLA Bruins’ No. 3 Devin Kirkwood celebrates during the first half against the Minnesota Golden Gophers at the Rose Bowl on October 12, 2024 in Pasadena, California.
The design of the new seating and patio areas maintains the Rose Bowl’s iconic rectangular silhouette while providing additional seating and a modern entertainment experience designed to help the historic Pasadena stadium compete with the modern amenities found in many Los Angeles stadiums, including SoFi Stadium.
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The Rose Bowl Heritage Foundation also praised the South End Zone Live Club’s potential to enhance the concertgoer experience at live music events. The project is fully funded and is currently under construction with a target completion date of fall 2026, according to the website.
Stage one and stage two
All of the above renovations and construction are part of the first phase of the Lasting Heritage campaign, which means they are fully funded. The second phase of the plan will include upgrading the Rose Bowl video scoreboard and renovating the entire Rose Bowl seating.
The purpose of the seating renovation is to reduce the Rose Bowl Stadium’s total seating capacity from 91,136 to approximately 70,000 seats, sacrificing overall capacity to increase seat legroom and adding more aisles and handrails to increase accessibility.
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According to the website, neither the seating nor the video board projects have currently received sufficient funding to begin actual work.
The construction is particularly timely given UCLA’s impending move to SoFi Stadium, the home of the Los Angeles Rams and Los Angeles Chargers that has been proposed as the new home of the Bruins football team, in part because of the stadium’s modern amenities and potential for increased revenue.
Now, the Rose Bowl is trying to accomplish the same goal while preserving the intertwined legacies of the historic stadium and the Bruins.
