A funding campaign for improvements at the Rose Bowl, including enhanced seating throughout the stadium and an upgraded videoboard, is underway at the landmark venue, officials announced Monday.
Eight projects are included in the multi-year revitalization campaign to be led by privately-raised funds cultivated by the Rose Bowl Legacy Foundation, as well as contributions from the stadium's partners and vendors, according to the Rose Bowl Operating Company.
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The Lasting Legacy campaign aims to raise $80 million in support of the improvements.
Officials said some of the projects were completed prior to UCLA's first season in the Big Ten Conference this fall, including: the refurbishment of the stadium's Rose Bowl marquee sign, which is over 70 years old; the installation of a complete overhaul of the venue's sound system; and the addition of the east side safe-standing sections for Bruin students, which includes the first eight rows of the east sidelines behind the visitor's bench.
The second phase of the revitalization campaign will include significant improvements to bowl seating and the installation of a new, state- of-art videoboard, the company said.
Jens Weiden, CEO of the Rose Bowl Operating Company, said six of the eight projects are already fully funded or completed.
The Rose Bowl Stadium, which celebrated its centennial birthday in 2022, will host its third Olympic Games in 2028, and the Rose Bowl Game is a quarter-final site of the College Football Playoffs for the next two seasons. UCLA Football has called Pasadena home since 1982.
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