The Rose Bowl's $181M renovation project has "caught the attention of concert promoters," according to Christopher Yee of the ORANGE COUNTY REGISTER. The venue "hosted only seven concerts" from '03-13, but is "set to host seven this year alone." Rose Bowl and Pasadena officials "hope to host even more events" in '15 and beyond. Musicians "often team up and tour in large venues, and the Rose Bowl is a beneficiary of that trend." But Rose Bowl Operating Co. CEO & GM Darryl Dunn said that the stadium has "positioned itself to host more concerts because of prior successes," with U2 performing in '09 and Justin Timberlake and Jay-Z "teaming up for a concert there last year." Dunn: "We’ve had a good run of outside events, starting with U2, and we’re now working on adding more in 2015 and 2016." Yee notes while many Pasadena residents "support added events at the Rose Bowl, others are concerned about potential negative effects, primarily pollution from added vehicle traffic and litter from event-goers." The city "increased the maximum number of events that could be held at the Rose Bowl from 12 to 18" this year and "hopes to increase that limit by three next year." Dunn said that his staff is "working with residents and the city to ensure disruptions and other negative effects are minimized." Yee notes the city also "will study the stadium’s environmental impacts to determine whether it can increase the maximum number of events to 21 and host a multiday music festival" in '15 (ORANGE COUNTY REGISTER, 6/16).
