Rose Bowl Debuts First Field-Level Premium Seating with New South End Zone Field Club
The roughly $30 million addition converts underused bench seating into an all-inclusive, climate-controlled hospitality environment with about 1,000 premium seats, loge boxes, player access, and a 360-degree bar.
The Rose Bowl Stadium is opening a major new premium chapter with the debut of The Field Club, the first field-level premium seating product in the venue’s history and one of the most significant hospitality upgrades undertaken at the 103-year-old stadium.
Built into the south end zone, the approximately $30 million project replaces roughly 5,000 traditional bench seats with about 1,000 premium seats and an expansive indoor hospitality environment designed to bring guests closer to the field, the players, and the gameday atmosphere. The club is scheduled to debut for UCLA Football during the 2026 season.
The Field Club includes several seating products, including Loge Boxes, Club Plus, and Club seating. UCLA is marketing the new space as the most exclusive hospitality environment ever created at the Rose Bowl, with access limited to approximately 1,000 members.
Members receive access to a private air-conditioned lounge, all-inclusive food and nonalcoholic beverages, premium parking, and field-level access tied directly to the team entrance. Beginning this season, UCLA Football will make its on-field entrance through the new club, adding another layer of access to the premium experience.
The interior is designed around a large 360-degree bar, lounge seating, banquettes, dining tables, and hospitality areas that draw inspiration from Pasadena’s architectural character. A retractable glass wall connects the air-conditioned club to the field-level seating area, allowing the space to operate as an indoor-outdoor environment while providing climate-controlled relief during warmer games.
The premium experience also extends beyond kickoff. Guests will be positioned along the team’s field-entry route and will have close access to player movement before games. The club is also planned to remain open following games, extending hospitality beyond the traditional final whistle.
“A lot of people look at the Rose Bowl as a piece of art. I look at it more like a museum where the art hangs. You have to make the museum approachable, otherwise nobody comes to see the art.” – Jens Weiden, CEO, Rose Bowl Stadium
The project is being developed as part of the broader Lasting Legacy Campaign, which is modernizing the historic stadium while protecting its architectural character. Gensler is working with the Rose Bowl Operating Company and Historic Resource Group on the renovation program.
Gensler describes the south end zone club as the first phase of a broader $80 million modernization effort. Future work is expected to include a new video board, additional aisles, improved seating geometry and legroom, and an eventual reduction in stadium capacity from 89,702 to approximately 72,000 seats.
The premium development also carries an important revenue component for UCLA. While the Rose Bowl historically retained revenue from existing suite inventory during Bruins games, reporting around the new field-level club indicates UCLA will retain revenue generated from the new premium seating. The stadium will also be able to use the club for concerts and other events outside UCLA football.
Season pricing for Rose Bowl premium seating starts at $2,250 per seat, according to UCLA’s 2026 ticket materials, with food and nonalcoholic beverages included. Pricing varies by product and location.
The south end zone project reflects a broader shift in stadium modernization toward smaller, differentiated premium environments rather than wholesale venue replacement. At the Rose Bowl, that strategy is being applied inside one of the most historically significant stadiums in American sports, adding new revenue-producing hospitality while preserving the identity that has defined the building for more than a century.
