Rose Bowl Strategic Plan:

Section 3.2 - Concourse (Concessions and Restrooms)

Similar to the approach outlined in other areas of this package, the concourse design proposed reflects a goal to retain as much of the existing infrastructure as possible. Existing concession stands will be expanded and in some cases modified to increase operational efficiency. A simple roof structure will enclose multiple points of sale for typical food and beverage items.

With the current 92 points of sale in the existing 11 permanent concession stands, each register must serve 500 patrons per game if 50% of the attendees purchase food or beverages. The proposed plan doubles the number of fixed points of sale and increases the number of fans served at each one. The functionality of the existing infrastructure is impaired by a single transaction system, where the same operator takes food orders and runs the cash register. The improved concessions will be designed to provide a speed line configuration with a cashier at the end. This solution will remove queuing from the concourse and allow for a much higher sales volume per concession stand. Improved informational signage, better managed flow of patrons, and increased sales efficiency will significantly decrease the average number of minutes spent by fans per concession experience.

Along with improvements to the existing concession facilities, the plan proposes the addition of concessions on the north and south ends of the concourse. Currently, almost all of the concession buildings are located on the east and west concourses. This distribution does not line up with that of the seating bowl, causing congestion in the east and west concourses because fans on the north and south ends are not being serviced near their seats. The addition of options around the entire bowl will balance concourse activities and reduce waiting time and congestion.

Specialty items will continue to be sold in portable stands on the inboard side of the concourse. The expanded and flexible concession structures will serve additional functions for non-game day events such as the Flea Market and local road races.

The existing restrooms will be retained and used in place, with the simple addition of landscaping planters on the concourse sides of the structures. These planters will serve the dual purpose of and introduction of additional natural elements to soften the asphalt walkways, and creation of a seating area for fans in the concourse.