The Rose Bowl will unveil nearly 1,000 field-level seats Thursday, Sept. 10, when officials cut the ribbon on the new South End Zone Field Club.

The $20 million-plus project is the stadium's first premium seating at field level. It broke ground in January and is the largest piece of the Lasting Legacy Campaign, a multi-year effort to modernize the National Historic Landmark.

The opening arrives with a billion-dollar question hanging over the venue: whether UCLA will keep playing football there.

Mayor Victor Gordo is among the elected officials expected at the private ceremony, according to Pasadena Now. So is UCLA Athletic Director Tim Harris, a notable guest given that the City of Pasadena and the Rose Bowl Operating Company (RBOC) are suing the University of California Regents over UCLA's lease.

The city and the RBOC allege UCLA moved toward relocating home games to SoFi Stadium in Inglewood, breaching an agreement that runs through June 30, 2044. City officials say taxpayers backed more than $150 million in stadium renovations and about $130 million in refinanced bonds. The complaint puts potential damages above $1 billion.

UCLA has confirmed it will play the 2026 season at the Rose Bowl but has made no commitment beyond it. UCLA Vice Chancellor for Strategic Communications Mary Osako said in October 2025 that "no decision has been made" about the long-term arrangement for home games, as Pasadena Now reported Sept. 1. Judge Joseph Lipner allowed five of six claims to proceed June 4. Published reports in July indicated the two sides had entered settlement talks, though neither party has confirmed that.

As we reported Sept. 8, the lawsuit also appeared on the UC Regents' agenda.

The Field Club itself seats more than 750 in VIP club seats beside an outdoor patio, with a private air-conditioned lounge at field level. Teams will enter the field through the club. UCLA sells the memberships, which are limited to about 1,000.

Rose Bowl Legacy Foundation President Dedan Brozino said at a January groundbreaking that the project was built to respect the stadium's character.

The Lasting Legacy Campaign covers eight projects running through 2029. Three are finished. Three more, including the Field Club, are due this fall. The final two, added legroom and a larger videoboard, still need an estimated $45 million to $50 million, according to LAist. The Legacy Foundation has transferred $35.8 million to the stadium to date.

The RBOC's draft fiscal 2027 budget projects $92.9 million in gross revenues and a $9.9 million capital plan that includes $7.5 million for south end zone work. RBOC Chief Executive Jens Weiden said the stadium faces hundreds of millions of dollars in capital needs over the next 20 years.

"We're not looking to grow like an IPO … I think it's our time right now to show results," Weiden said at a Sept. 2 City Talk webinar hosted by Councilmember Rick Cole, as Pasadena Now reported.

Other expected guests at Thursday's ceremony include Los Angeles County Supervisor Kathryn Barger, Rep. Judy Chu, Rep. Laura Friedman, state Sen. Sasha Renée Pérez, Pro Football Hall of Fame members Ronnie Lott and Warren Moon, former UCLA and U.S. soccer player Cobi Jones, and radio host Adam Carolla.

The Rose Bowl Quarterbacks Club will hold its 2026-27 season opener at noon Thursday, Sept. 17, in the new Field Club, featuring sportscasters Linda Cohn and Neil Everett.