The Rose Bowl in Pasadena has unveiled its new $30 million Field Club, a premium, field-level space designed to enhance the fan experience and generate revenue for UCLA's football program. The club officially opened on Thursday evening with a ribbon-cutting ceremony, just two days before UCLA's home opener against San Diego State.
The Field Club is situated in the south end zone and is associated with 1,000 premium seats surrounding the facility. The design includes a dimly lit entrance meant to evoke a speakeasy, a horseshoe-shaped bar, and a state-of-the-art video board. Access to the club is limited to those who purchase the surrounding premium seats.
Pasadena Mayor Victor Gordo described the stadium as "the very heart and soul of this city and its economic future." The new addition is intended to serve as a gathering spot before, during, and after games.
UCLA Athletic Director Tim Harris, who previously held executive roles with the Los Angeles Lakers, expressed his enthusiasm for being associated with the iconic college football stadium. "This is not just an architectural gem," Harris said, referring to the stadium, "it's the very heart and soul of this city and its economic future."
The Field Club is part of UCLA's broader strategy to bolster its football program. Harris indicated that the university is positioned to play "big-time football" under new coach Bob Chesney, whom he called a "generational coach."
"We need support," Harris stated at the ceremony, emphasizing the importance of fan engagement for the program's success. The revenue generated from the sales of premium seats will go directly to the school, aiding in its efforts to elevate the football program.