A Potential Score for the Rose Bowl Operating Company

– Photo by Terry Miller

By Nick Kipley

During Monday night’s meeting of the Pasadena City Council, the Rose Bowl Operating Company managed to secure a round of votes on Item 26 of the agenda, putting the city in favor of looking into hosting a large international soccer match at the Rose Bowl, to take place on the 9th of October this year.

Jens Wieden of the Rose Bowl Operating Company gave a brief presentation on the item, explaining that the Rose Bowl has “A strong tradition of hosting international soccer, from the world cup to the [1984] Olympic [games],” but also made sure to explain that that the match—which is expected to sell out—is contingent upon the rules governing tournament play and how that indicates who goes where for the next round of play.

If the team which Wieden believes will win, does in fact win, that means that local bar, restaurant, and small-business owners can anticipate an influx of 85,000 sports fans for one weekend early this autumn.

Also, The Rose Bowl itself will take in $450,000 for hosting the event. Newly appointed council member Andy Wilson asked whether or not the money raised by this event qualified it as, “Is that a great event, or a good event; how do we feel about that in terms of economic benefit?” no doubt considering the dizzying automotive logistics that accompany an influx of 85,000 people into any region in Southern California, as well as the cost of running such a large stadium.

Wieden explained to Wilson that the soccer match would qualify as “a very good event for us, revenue-wise.” He then explained to the council that, in most cases, the promoter of the event is responsible for covering all the expenses of renting out the stadium, and that in those cases, the Rose Bowl Operating Company only splits some of the ancillary expenses—such as revenue gained from concessions and parking—to earn their money.

– File Photo by Terry Miller

After this, Councilmember John J. Kennedy asked questions regarding ways to maximize income for this particular event, and Weiden explained that, “traditionally, for us, the [events] that produce the most income are the ones that we take the most risk on per se. This one, for us, we believe, that if it does take place—the will be limited risk because of the caliber of the teams involved in the match.”

After members of council got their chance to ask questions, Mayor Tornek raised concerns about how the event, which is taking place—if it does—on a Friday, may have some adverse effects on the amount of traffic in the homes and neighborhoods surrounding the Rose Bowl and how that might affect the residents of those homes who commute.

These concerns were addressed by Wieden, who said that the game would take place after 7:30 p.m., and that the promoter—in this case, an organization called Soccer United Marketing—has also paid $50,000 towards a traffic mitigation fund which will provide shuttles and hopefully put in actions to curtail tens of thousands of cars all leaving simultaneously the minute the game is over.

Drawing from experience working with large events and pursuant to the staff report on the article, Weiden explained that the event should in no way interfere with the lives of residents who live in the surrounding neighborhoods.

The vote carried with only one objection, Councilmember Tyron Hampton of Pasadena’s 1st district (the ‘Rose Bowl District’ if you will) who voiced concern about some of the negative impacts that having more than 12 large events a year at the Rose Bowl might have on his constituents.

– File Photo by Terry Miller

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