 Charles Thompson, Jr. Another Historic Venue Vanishes The Orange Bowl hosted a dozen games that decided college football's national championship. Five Super Bowls were played there. The University of Miami Hurricanes called the stadium home for seven decades. Now, it has no future, only a past. Miami University announced recently it would begin playing their games at Dolphin Stadium, starting in 2008 leaving the historic facility without a primary tenant. And with that decision, the Orange Bowl joins the Sugar Bowl and Cotton Bowl as major college stadiums that have found themselves abandoned, or nearly so, as the search for newer and bigger facilities heats up. Only the Rose Bowl survives. And its future is anything but secure. While it remains the "Granddaddy of them all" and the most visible and famous college football venue in the United States the Rose Bowl is an 85-year-old stadium with maintenance requirements that are expected to increase every year. Despite the fact that it has hosted the World Cup, Olympic events, the Super Bowl, the BCS championship game, the Tournament of Roses and is the home of UCLA football, the stadium operates at a loss, relying on 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 this 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 Upgrade or replace the outdated press box to create a state-of-the-art working press area and provide additional and improved luxury suites and club-style seating that in turn would generate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 for championship football. If that sounds far-fetched, consider what has happened in Dallas, New Orleans and Miami. In fact, the Orange Bowl had promised to make $206 million in improvements. But their tenants couldn't wait. And sentiment didn't factor into the decision for Miami University. "If they don't have a use for it, I'm sure they'll do something else with it," Miami athletic director Paul Dee remarked. This important story on the future of the Rose Bowl is unfolding now. We invite your coverage. For information, contact Darryl Dunn, general manager, at (626) 577-3116. <Back> |
August 17, 2007