Rose Bowl’s new field-level club could become hotspot

The hammering of boards and buzzing of circular saws at one end of the Rose Bowl is about to be replaced by another kind of buzz.

A field-level end zone club could be the new hotspot for UCLA football games.

“This is going to be a place to be,” said Derek Doolittle, general manager of the Rose Bowl.

During a tour of the still-under-construction club Saturday morning before the Bruins’ spring football game, Doolittle spoke of a speakeasy-style reception area and 360-degree bar patterned in the shape of the Rose Bowl.

Fans who purchase one of the roughly 1,000 seats will be able to high-five UCLA players running through a tunnel onto the field. They’ll also be able to alternate between plush outdoor seats and the comfort of the climate-controlled indoor club, which could be a popular place on those 105-degree Pasadena afternoons.

“I think it’s important for us that we always try and kind of be where the fans want to be,” said UCLA associate athletics director Evan Gates, “and where fans want to be is always closest to the action.”

The club is on schedule to be completed well before the Bruins’ Sept. 12 home opener against San Diego State, Doolittle said. Construction will reduce capacity inside the stadium from 89,000 to about 85,000.

Among other experiences, fans will be able to watch postgame news conferences through a glass wall, with sound piped in through speakers.

Food options will include barbecue pulled pork sliders, West Coast chicken tenders and a hot dog bar with peppers and onions as part of what’s designed to be an upscale tailgating experience. Food is included in the price of the seats, but alcoholic beverages are not.

Gaining admission to the club — which came with an estimated $28.5 million price tag — won’t be cheap.

Prices start at $2,520 for a club seat, rising to $2,765 for a club plus seat that includes extra space with a table to put food as well as closer proximity to the field. A premium loge seat costs $3,605 and includes a personal television and in-seat beverage service.

UCLA will keep revenue from seat sales as part of its agreement with the Rose Bowl.

Those who purchase club seats will also receive VIP parking in Lot K (one parking pass per four seats) as well as early entry to the Rose Bowl.

Fans interested in learning more or purchasing seats can visit https://uclabruins.com/fieldclub, email [email protected] or call 310-206-5991.

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