Rose Bowl’s New South End Zone Field Club Adds Nearly 1,000 Field-Level Premium Seats for UCLA Games
The $30M project will open for the 2026 season with a climate-controlled club, loge inventory, an outdoor patio, and direct field-level access.
The Rose Bowl is preparing to open a new South End Zone Field Club for the 2026 UCLA football season, marking the first time the Pasadena venue will offer field-level premium seating. The project is expected to deliver roughly 1,000 new premium seats in club and loge configurations and is scheduled to be ready before UCLA’s Sept. 12 home opener against San Diego State.
The club is being built in the stadium’s south end zone and will include a climate-controlled indoor space paired with plush outdoor seating. Sports Business Journal reported the club will feature a speakeasy-style reception area and a 360-degree bar patterned in the shape of the Rose Bowl, while the Rose Bowl’s Lasting Legacy project page describes it as both an event-day premium asset and a non-event-day event space.
The premium layout is designed to bring guests closer to the on-field experience than the stadium’s existing inventory. SBJ reported that fans in the new club will be able to high-five UCLA players as they run through the tunnel onto the field and watch postgame news conferences through a glass wall with audio piped in through speakers.
The Field Club is part of the Rose Bowl’s broader Lasting Legacy capital campaign. Rose Bowl materials say the south end zone addition is the first phase of a longer-term, privately funded enhancement plan aimed at improving the venue for its core tenants and event business while preserving the stadium’s historic character.
