Rose Bowl upgrade back in focus
Council to consider funds for a new renovation plan
By Kenneth Todd Ruiz Staff Writer
Pasadena Star-News
Thursday, May 03, 2007
PASADENA - With the $117 million makeover of its seat of power complete, the City Council will soon return to the subject of what to do with Pasadena's other favorite icon: the Rose Bowl.
The Rose Bowl Operating Company tonight is expected to ask the council for a down payment on renovation plans - dramatically reduced from the heady days of NFL wooing by sharing the cost of a $250,000 environmental review.
"The list of things we'd like to do is the same as it was before," said RBOC Chairman Bill Thomson. "What is happening is a continuing look at the finances."
For months the RBOC has been preparing to make its case by building a "menu" of potential stadium upgrades, such as improved tunnels, a pedestrian rim and expanded concourse. The impact review is a necessary step before the RBOC begins convincing City Hall, residents, preservationists and potential sponsors why they should want a three-course meal for the historic facility.
While the expensive City Hall renovations met little political opposition, building a consensus on the stadium hasn't been easy. For years, the future of the aging venue has been a source of political upheaval, from recall threats to courtroom challenges.
The NFL effectively packed up and left town two years ago. Councilman Chris Holden's Hail Mary attempt to bring back professional football in a referendum last year failed. The tacit support of that initiative by key members of the RBOC strained its relationship with the council.
Now the RBOC has one last chance to raise the money for a major renovation of the aging stadium, and to that end, will count on the support of the council as well as the private sector.
If a $200 million-plus renovation project is to happen, the stadium's stewards will first have to mend fences and find a credible champion to lead the way forward. That might mean depending on the very man who lent his substantial political capital to keeping the NFL out of Pasadena, Mayor Bill Bogaard.
"The mayor has said he's committed to supporting this effort and making sure it happens, and I'm ready to accept him at his word and believe he'll be a major advocate," Thomson said.
With council elections settled, Bogaard said he expects planning for the Rose Bowl's future to pick up steam.
"I am committed to completing and implementing a long-term plan for the bowl," he said. "I believe the entire council is interested in a successful outcome."
The review under consideration will be an addendum to a more comprehensive one already completed under the more ambitious NFL scope. Its focus will be on options to improve flow in and out of the stadium, such as adding more tunnels and/or adding a pedestrian rim at its top.
It will also further marketing efforts by the RBOC to reach out to the private sector.
Although Thomson said "significant" public support will likely be necessary to complete the work, and some of the improvements will generate revenue, additional funding will be necessary.
"Unless we scale back the vision significantly, we're going to have far more costs than incremental revenue generated," he said.
To that end, the RBOC will court corporate and other private sponsors to fund the project at events, such as a fundraising dinner in honor of Keith "Mister College Football" Jackson, the play-by-play commentator.
The U.S. Olympic Committee's recent decision to pass over Los Angeles - where the Rose Bowl would have been primary soccer venue for the 2016 Games - in favor of Chicago wasn't a planning setback, according to stadium General Manager Darryl Dunn.