Meeting Tonight Reviews $1.2 Million Rose Bowl Area Plan, Expected to Hear “Commercialization” Concerns

A community meeting Wednesday will review a conceptual plan for a proposed $1.2 million Rose Bowl Area H improvements project and air neighborhood concerns about the possibility of over “commercialization” of the Arroyo Seco.

“Rose Bowl Legacy always wants to try to create an enhancement for those who recreate around the Rose Bowl and we look forward to getting it completed and working with Public Works to implement it. Anytime the community can find out more about a project is a good thing,” said Rose Bowl General Manager and CEO Darryl Dunn.

Pasadena’s Arroyo-adjacent neighborhood associations have expressed concerns about the possibilities of excessive corporate sponsorship and signage and commercial naming of open spaces in the Arroyo Seco as the city moves forward with plans to create a smaller alternative loop for recreation.

The call for a community meetings stems in part from a letter The West Pasadena Residents’ Association, the East Arroyo Residents’ Association, and the Linda Vista-Annandale Association sent on October 1 to Mayor Terry Tornek and City Manager Steve Mermell describing “serious concerns” about naming public facilities after corporate sponsors as well as concerns about the process being used to approve signage in the Arroyo Seco.

The letter was signed by Kenyon Harbison, President, West Pasadena Residents Association; Calvin Wells, President, East Arroyo Residents Association; and Nina Chomsky, President, Linda Vista-Annandale Association.

“The Central Arroyo must not be dominated by corporate branding,” the letter said. “We understand the need to recognize those who generously contribute to Arroyo facilities, and support tasteful signs thanking them. However no Central Arroyo feature or improvement should be named after a sponsor. The City’s Park and Recreation Facility Naming Policy must be followed.”

The community meeting agenda describes that the loop as being 3/4 mile in length and having fitness equipment as part of two clusters, a new rest area, and will also be compatible with Americans with Disability Act accessibility requirements for both recreationists as well as for those who may be trying to access the Rose Bowl from Seco Street.

“The meeting is a part of the way we do business in Pasadena and is a way to make sure that the residents’ voices are being heard as well,” said District 1 Councilmember Tyron Hampton. “I certainly support making sure we are able to create the best signage and we also want to make sure that we are not just commercializing the Arroyo,” said Hampton.

The loop would provide a view of the Rose Bowl facility for visitors and tourists, and also serve as a pathway for daily park users, according to a staff report provided by the Rose Bowl’s Dunn.

“The project will give the residents of the 1st District as well as the residents of the City of Pasadena and anyone who comes to the City an opportunity for recreation. I see it as a big health benefit,” said Hampton.

The Area H perimeter project — which is projected to cost $1.2 million — was supported by gifts raised by Legacy from multiple private donors, including Honda Corporation, the Ahmanson Foundation, Los Angeles County Supervisor Michael Antonovich, Kaiser Permanente, and the Ralph M. Parsons Foundation, with total contributions totaling approximately $1,895,000.

Dunn said the remaining balance of the $1.895 million total gift will be utilized to support unfunded stadium capital improvements, along with a new PUSD student education and physical fitness program, called “Field Trip to the Field.”

The corporate influence of aesthetics has resident associations concerned about the branding aesthetics that are planned to take up space of two signs each measuring six feet by six feet.

“We appreciate the philanthropic offers to support Central Arroyo facilities, but we also expect the careful and transparent management which is essential to maintaining this precious treasure passed down to us by earlier generations,” the letter stated.

The Rose Bowl Operating Company originally approved the naming of Area H to “Honda Park,” subject to City Council approval, on June 2, 2016, but following meetings and feedback from local and community stakeholders, Dunn told the Council, the RBOC then approved a new name, “Honda Community Recreation Loop” on October 6, 2016, again subject to full Council approval.

“We strongly believe that we must provide a framework for the future now, by asking the City to create a process for adopting consistent guidelines for all park signage, and to insure that guidelines already established are followed,” said the report. “We appreciate the philanthropic offers to support Central Arroyo facilities, but we also expect the careful and transparent management which is essential to maintaining this precious treasure passed down to us by earlier generations.”

The Area H Perimeter Improvements Project will take place Wednesday from 6:30 p.m. to 7:30 p.m. at the Brookside Golf Course Clubhouse, Rose Room 1133 Rosemont Ave.