Rose Bowl Can Admit Full-Capacity Football Crowds This Fall

Good news for the Rose Bowl and college football fans.

UCLA and USC will offer full-capacity seating at football games this season at the Rose Bowl and the Los Angeles Memorial Coliseum, respectively.

The announcements came on the day California lifted statewide COVID-19 rules restricting capacity at businesses and event venues.

“We are excited to welcome back students, alumni and fans to the Rose Bowl and our other outside sporting events. Getting the COVID-19 vaccination is strongly encouraged to provide the safest environment for everyone. We will continue to follow local and state health and safety protocols in order to maintain a safe environment for our fans,” said UCLA Athletic Director Martin Jarmond.

UCLA opens its home season on Aug. 28 with a game against Hawaii.

The Bruins are scheduled to host LSU, Fresno State, Arizona State, Oregon, Colorado and Cal in the Rose Bowl.

UCLA will meet its crosstown rival USC Trojans on Nov. 20 in the Coliseum.

Specific policies governing attendees at USC and UCLA games — such as mask-wearing requirements — haven’t been announced.

Both universities will exclusively rely on mobile ticketing, with both partnering with the ticketing company Paciolan. More details will be released at a later date.

UCLA is one of the primary tenants of the Rose Bowl. Last week, stadium officials presented a gloomy financial outlook to the Pasadena City Council.

Stadium and city officials are hoping for an increase in ticket sales to help spark revenue. But they realize that’s an uphill battle.

According to a city staff report, attendance at college football games throughout the country has been declining, and the presence of two NFL teams in Los Angeles means increased competition for UCLA ticket sales.

“The increased competition impacts concession and parking revenue as well. UCLA performance/attendance will have a very significant impact on Rose Bowl Operating Co. net revenues,” the report states.