How The Rose Bowl Is Reinventing Itself Without Losing Its Soul The Rose Bowl, America's most iconic stadium, has undergone a remarkable transformation.
Rather than succumbing to the pressure of modernization and luxury amenities, the venue is embracing its unique heritage and natural surroundings.
Under the visionary leadership of CEO Jens Weiden, the Rose Bowl is evolving into something more than just a sports stadium – it's becoming a year round civic destination, an entertainment campus, and an economic engine.