Rose Bowl Might Get a $20-Million Face Lift

The Pasadena City Council has approved in concept a multimillion-dollar Rose Bowl overhaul, hoping to assure the future of the stadium as a home to college and possibly professional football.

While emphasizing that any face lift at the 73-year old stadium is aimed at retaining UCLA football beyond 1996, when the lease with the Bruins expires; the Rose Bowl game and possible college playoff games, the city also said it will hire a professional negotiator, Ronald Olsen, to promote the stadium to the NFL. Olsen recently helped broker the Seagram Co.’s purchase of MCA.

The council Monday modified a proposal by the Rose Bowl Operating Co.’s board for $20-million in improvements. Council members instead approved a plan that accepts the need for at least that much investment, subject to a financing plan to be presented within the next two months by stadium staff.

“I don’t want to approve any improvements before we know how much we can pay for,” said Councilman William Crowfoot.

UCLA officials have talked about leaving the outdated city-owned stadium, citing the lack of theater-style seats, adequate restrooms and concession stands, and a giant video screen-scoreboard. Changes in those areas are incorporated in the Rose Bowl board’s $20-million package of improvements.

“The only alternatives are demolition of the Rose Bowl or to proceed with the $20-million in improvements to make it an attractive, comfortable and usable facility,” City Manager Philip A. Hawkey told the council.