The Rose Bowl is tapping Best Beverage Catering (BBC) and Levy Restaurants to handle concessions at the stadium and its adjoining campus, which includes Brookside Golf Course and Arroyo Seco outdoor venue. All three venues are all owned by the city of Pasadena and managed by the Rose Bowl Operating Company (RBOC). The 10-year deal is valued at $73.5M, according to RBOC documents. BBC is the concessionaire behind big music festivals including Coachella, the Stagecoach Festival and the Vans Warped Tour. It also already manages F&B at Arroyo Seco Weekend musical festival in Pasadena. That is put on by festival promoter Goldenvoice. Levy's portfolio includes Dodger Stadium, Wrigley Field, Mercedes-Benz Stadium and Churchill Downs. Levy and BBC will renovate the clubhouse at Brookside Golf Course and create new pop-up and food experiences outside the stadium. The F&B contract was previously held by SodexhoMagic -- a joint venture between the big concessionaire and Magic Johnson Enterprises. The Levy-BBC bid beat out bids from Sodexho, Legends and L.A.-based Patina Restaurant Group, which bid on just the golf course portion of the F&B contract. A joint venture between Legends Hospitality and Wolfgang Puck Catering still handles food and drinks in premium areas of the Rose Bowl.
