Rose Bowl Strategic Plan:

Section 4.1 - Revenue Generation Opportunities

It is interesting to note that the Rose Bowl was one of the first athletic facilities to be financed with public sponsorship and season ticket purchases. Building on the tradition of civic interest and participation, this design scheme provides the Rose Bowl Operating Company with several levels of sponsorship opportunities to offer to the community. A brick by brick historic timeline of the Tournament of Roses and the Rose Bowl will be the physical manifestation of public fundraising effort focused on individuals and families. Larger pavers and markings in this timeline will provide local small business with a participation opportunity. Entry gates, tunnel entrances, and fan amenities can be combined or sold separately as midlevel sponsorships. Finally, the enhanced videoboards inside the bowl, and premium seating levels in the press box structure will offer maximum exposure to corporate entities. This wide range of community involvement will increase grass roots support of the project, create upfront revenue streams to finance construction, and provide the Rose Bowl with important ongoing sponsorship contracts.

Sideline Premium Seating

The improved access configuration of the seating bowl will allow for the creation of major new premium seating opportunities and sources of revenue. With the seats at the lower bowl on the 50 yard line now being serviced by the field level corner tunnels, the patrons in these locations will have the unique experience of walking on the Rose Bowl turf itself. The circulation area will be separated from the field by a physical boundary such as a shrub, or low field wall which could provide additional sponsorship opportunities. This field access amenity could be packaged with a premium lounge, in-seat concession service, or a simple seat upgrade to significantly increase the value of the lower bowl tickets. The excitement, action, and exclusivity of the field will stimulate interest in the new premium seating and increase revenues for the Rose Bowl.

Hospitality Lounge

Underneath the seating bowl near the new clubhouses there is opportunity to create a space for museum exhibits, tour and educational gatherings, and game-day premium lounge services.