In early May 1998, entertainment guru Michael Ovitz announced he would lead a largely privately financed $750 million project to build a stadium and shopping center called "The Hacienda" in Carson, California in hopes of landing the expansion team.

Though Tagliabue and the NFL officials were pleased with the concept, they were daunted by the costs which included $225 million for parking garages, especially since neither Los Angeles nor the State of California was willing to commit the necessary funds.

At this point, Tagliabue expressed his frustration with Los Angeles’ inability to get a plan together, and the next month, he advised Houston bidder Bob McNair to resume his discussions with the expansion committee.

On September 9, 1999, the league's expansion committee indicated that McNair and other Houston officials should be prepared to attend an October 6 meeting of the NFL owners in Atlanta.

The NFL noted that the Los Angeles effort was still making no progress and now featured a three-way battle between Ovitz, Roski, and newcomer Marvin Davis.

In the first week of October, Ovitz announced that his group was prepared to offer $540 million for the 32nd NFL franchise to be awarded to Los Angeles.

In 2003, architects proposed a $500 million renovation to the Rose Bowl Stadium in order to meet the needs of an NFL team, but also appease the residents of Pasadena.

Furthermore, the Rose Bowl decided against hosting even a temporary NFL team in 2015 due to attempts at establishing a music and arts festival.

After the Boston Herald reported the details of the plan, political pressure forced both the NFL and Dodgers owner Frank McCourt to deny that either party was aggressively pursuing the idea.

Roski, who helped build Staples Center, stated that the new 75,000-seat stadium would be privately financed and would be the centerpiece of a new 600-acre entertainment and retail complex in the City of Industry which would have included 25,000 ample on-site parking spaces.

Roski and his spokesman asserted that a football stadium in the city could have meant as much as $400 million in yearly revenue to businesses and brought more than 18,000 jobs to the area.

[9] Project supporters asserted that aspects of the stadium design, such as the use of hilly terrain to vastly reduce the cost of construction and the multi-use capabilities of the planned surrounding development, as well as Roski's success in gaining support from local elected officials in the City of Industry, where the proposed stadium site was located, gave the plan a strong possibility of success.

[12] In exchange for footing the bill to construct the stadium, Roski wanted at least a 30% ownership stake in any team that moved to Los Angeles to play there.

Wayne Weaver, during his press conference announcement of selling the Jaguars to Shahid Khan during mid-season in 2011, explained that Roski did call him in an attempt to buy the team, but was instantly turned down, saying "It was a waste of my time and his".

[24] The project was spearheaded in 2010 by outgoing Anschutz Entertainment Group (AEG) president Tim Leiweke and former Los Angeles Avengers owner Casey Wasserman.

[27] ICON Venue Group, a firm in the sports and entertainment industry, was hired by AEG to represent them in the entitlement process with the city of Los Angeles in February 2011.

[28][29] The proposed stadium was suggested as a possible venue for future Super Bowls and NCAA Division I Men's Basketball Championships.

[30] In December 2010, Magic Johnson announced his partnership with AEG's proposal after selling his minority stake in the Los Angeles Lakers NBA team and multiple Starbucks coffeehouse locations.

[37] In a February 2011, Farmers emphasized that its naming rights agreement would be spread out over 30 years and that it could walk away from the deal if the Los Angeles stadium wasn't completed.

[39] Five teams; the Minnesota Vikings, San Diego Chargers, St. Louis Rams, Jacksonville Jaguars and Oakland Raiders were speculated as candidates for relocation.

The Vikings were the front-runners [citation needed] until they were taken out of consideration after the Minnesota State Senate approved a financing package that would allow the team to build a new stadium on the former footprint of the Metrodome in Minneapolis, which opened in August 2016.

[45] On March 9, 2015, AEG announced that it would not seek an extension for its April 17 deadline to reach an agreement with an NFL team, effectively shutting down the proposal.

However, the plan faced opposition from local politicians and hotel owners who voiced a preference for an expansion of the existing San Diego Convention Center.

[50] On February 19, 2015, the Chargers and Raiders announced plans for a privately financed $1.7 billion stadium that the two teams would build in Carson if they were to move to the Los Angeles market.

[54] In April 2015, the Chargers and Raiders presented the stadium design renderings to NFL Commissioner Roger Goodell and the league's Committee on Los Angeles Opportunities.

The proposed stadium was to be open-air with natural turf, and have a peristyle design inspired by the Los Angeles Memorial Coliseum with a tower that would have risen between 115 and 120 feet above the main concourse, and depending on which team was playing, would display simulated lightning bolts (for the Chargers) or a flame in honor of the late Al Davis (for the Raiders).

[56] The council voted without having clarified several issues, including who would finance the stadium, how the required three-way land swap would be performed, and how it would raise enough revenue if only one team moved in as tenant.