 Charles Thompson, Jr. And Then There Was One Of the four football stadiums whose post-season championships paralleled the rise of the college game as a favorite American pastime, only one will continue in operation at the end of the decade. The Rose Bowl is the last man standing. In March, the AT&T Cotton Bowl Classic announced it was leaving its historic namesake in Dallas for the Dallas Cowboys new $1 billion stadium in Arlington, Tex., in 2009. The move ends a run of more than 70 games that included several national championships. "We learned…that history and tradition will take you only so far," said Cotton Bowl president Rick Baker. The Cotton Bowl follows the Sugar Bowl (now played in the Superdome) and the Orange Bowl (now played Dolphins Stadium) as major college stadiums that have found themselves nearly abandoned as the search for bigger and newer facilities heats up. The move also adds one more player to the already crowded contest to host the Bowl Championship Series games. While the Rose Bowl survives, its future is anything but clear. It remains "the granddaddy of them all," the most visible and famous college football venue in the United States. It has hosted the World Cup, Olympic Games events, the Super Bowl, the BCS championship game and the annual Tournament of Roses. It is home to UCLA Bruin football. But it is 85 years old with maintenance requirements that are expected to increase each year. It operates at a loss and relies on $2 million in revenue generated by nearby municipal golf courses to keep it afloat financially. A major unforeseen event could have dire consequences for the stadium. Steps are being taken to try to insure the financial stability of the Rose Bowl and to improve its amenities so it, too, doesn't lose its stature as college football's premiere facility. The Rose Bowl Bowl Operating Company is developing a strategic plan that, if implemented, could ensure that the stadium will be enjoyed for generations to come. Their efforts will make 2007 the most important year for the Rose Bowl since it was built in 1922. Included in those plans: Improve access into and out of the stadium, possibly by adding entrances/exits at the top of the stadium. It is more than an issue of comfort. The world is a much more dangerous place than it was in 1922 and public safety is a major concern. Upgrade or replace the outdated press box to create a state-of-the-art working press area and provide additional and improved luxury suites and club-style seating that in turn would generate additional revenue. Upgrade stadium video and scoreboards, lighting and sound system. Build a museum that would reflect the Rose Bowl's rich history. Improve seating in the stadium. All of this must be accomplished with the blessings of the community and within limits established for national historic sites. The Rose Bowl is one of four stadiums in the United States that are National Historic Landmarks - the highest designation within the preservation community. The price? Hundreds of millions of dollars, too much for the city of Pasadena to underwrite on its own but in keeping with what other stadiums have spend on improvements. So potential private/public partnerships, ticket surcharges, parking surcharges, contribution from the city of Pasadena, and prospective contract adjustments with the Tournament of Roses and UCLA will be studied. Sponsorship and naming rights will also be considered. It is important that this effort succeed. Many believe the NFL will someday build a new stadium in the Los Angeles area. Even if that never happens, the Rose Bowl could deteriorate to the point where it is no longer a viable site fore championship football. If that sounds far-fetched, consider what has happened in Dallas, New Orleans and Miami. This important story is unfolding now. We invite your coverage. For information, contact Darryl Dunn, general manager, at (626) 577-3116. <Back> |
August 17, 2007