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Pasadena studies letting NFL temporarily use Rose Bowl

October 20, 2011 |  2:16 pm

Rose bowl
As community leaders try to lure professional football back to L.A., officials in Pasadena have begun a study to determine whether the city could profit by offering the Rose Bowl as a temporary home to the NFL.

Pasadena and NFL officials have discussed using the Rose Bowl as a venue for a football team while a permanent stadium is being built -- possibly in downtown L.A. or the City of Industry.

And now, city leaders and the Rose Bowl Operating Co., which manages the stadium, have moved forward with a traffic study to measure the effect of hosting a pro team, the Pasadena Sun reported.

A short-term deal could bring the Rose Bowl millions of dollars, helping plug a $16-million shortfall in the ongoing $152-million stadium renovation.

The study would measure traffic near the Rose Bowl over a four-day period, including Oct. 29 when UCLA hosts UC Berkeley. The Bruins play their home games at the stadium. The study is expected to be completed in December.

Pasadena officials emphasize the traffic study is only a preliminary step because no team has committed to move to Los Angeles, and neither of the proposed stadiums has been built.

Rose Bowl Operating Co. President Darryl Dunn said his organization has not estimated the revenue from a possible two- or three-year deal to host at least 10 NFL games a year, but said it could help pay for the modernization effort at the Rose Bowl.

Several years ago, the NFL considered making the Rose Bowl the permanent home field for an NFL team and Pasadena leaders put the proposal on the ballot in 2006. Nearly 75% of the voters opposed the idea.

Pasadena resident Jennifer Steinwedell was among those who voted against the 2006 plan, and said she would do so again, even if it meant hosting a team only on a temporary basis.

“It would clog the area with traffic,” Steinwedell said. “If we had an NFL team, all kinds of people would be coming.”

Claudia Adkins of Altadena took a different view.

“I would just love it,” Adkins said. “It would bring more jobs, money and more activity to the area.”

Lee Zanteson, president of the homeowners group in the area adjacent to the Rose Bowl, said members of the Linda Vista-Annandale Assn. voted in August to oppose an NFL deal.

“Having that much traffic is going to decrease home values in our area,” Zanteson said. “But we’re just a gnat buzzing around. They’ll eventually swat us.”


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Photo: The Rose Bowl is being considered as a temporary home to an NFL team. Credit: Lori Shepler / Los Angeles