SBD/April 30, 2013/Facilities

Seat's Taken: Rose Bowl's Unfinished Premium Seats Selling Fast

The Rose Bowl's new premium seating pavilion is not yet open, but stadium officials "say seats are already selling fast,” according to Joe Piasecki of the L.A. TIMES. Construction of pavilion and press box levels on the stadium's west side “has been the most significant -- and expensive -- aspect of ongoing stadium renovations now priced" at $181M. The pavilion is “expected to cost" about $84M. Rose Bowl COO George Cunningham said that the 185,000-square-foot, tri-level pavilion “replaces roughly 50,000 square feet of press box and archaic luxury suites with two glass-walled press areas and various patron amenities designed to boost long-term revenue and keep the 1922 stadium competitive with newer venues.” The expanded layout “features 48 midfield loge boxes with access to a shared indoor loge lounge below 54 indoor/outdoor luxury suites on two upper levels.” Next to the loges and suites are 1,199 club seats "on two levels with access to a pair of club lounges.” Legends VP/Sales & Marketing Cory Shakarian, whose company was hired by the Rose Bowl to market pavilion seating, said that revenue “generated by suites, loges and club seats is expected to exceed" $7M per year. Shakarian said that the stadium has “already sold three-, seven- or 10-year leases for about 75% of the 16- to 30-person suites, with pricing at about $20,000 per year for the UCLA season or $47,500 to add in the Rose Bowl game.” Suites also can be “rented during other events and on off days for business meetings and private parties.” Shakarian said that four-seat loges “sell for $16,000 or more per season, and annual club seat access goes for upward of $2,000 per seat, with food and parking included in both options” (L.A. TIMES, 4/29).
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