The Pasadena Tournament of Roses Association, the game's organizer, realized the temporary stands were inadequate for a crowd of more than 40,000, and sought to build a better, permanent stadium.

When constructed, the majority of visitors arrived to the bowl via the Pacific Electric interurban streetcar system; however, this service ended in 1958.

[18] Some of the seats closest to the field were never used during this time for UCLA regular season games, and were covered by tarps.

Slightly different figures are given for the current capacity because the lower-level seats behind the team benches are not used for some events since the spectators can not see through the standing players or others on the field.

[27] Work proceeded during the 2011 football season, and was expected to be completed before the UCLA Bruins' first home game in 2012.

Rose Bowl game records along with the names of the coaches and the MVP players, are shown on the plaques attached to the exterior wall.

The statue portrays Brandi in her celebration of her winning penalty kick in the 1999 FIFA Women's World Cup final, where she exposed her sports bra after removing her jersey.

The previous press box was replaced by a new self-contained media area capable of accommodating 318 credentialed working press, along with a separate level dedicated to game day operations, including TV and radio broadcasting, instant replay booths, coaching staffs and an emergency command center.

The visual of the afternoon sun setting on the San Gabriel Mountains on New Year's Day is recognized as an important part of the tradition of the game.

Duke, which played in the game on January 1, volunteered to host the contest because of security concerns on the West Coast in the weeks following the attack on Pearl Harbor.

AT&T Stadium later hosted the 2021 Rose Bowl, also a CFP semifinal, with limited attendance due to the COVID-19 pandemic.

[47][48] At the start of the 1982 NFL season, with the Oakland Raiders scheduled to move into the Coliseum, UCLA decided to relocate its home games to the Rose Bowl Stadium.

Because of the shared arrangement, and the participation of USC in a number of Rose Bowl games, both schools have winning records in each other's home stadium.

The attendance of 105,464 for the 1976 Rose Bowl is the largest crowd to ever watch a UCLA football game in the stadium.

[22] Caltech, a university located in Pasadena, played most home games in the Rose Bowl from the time of its construction until the school dropped football in 1993.

The winner of the football matchup takes home the iconic Victory Bell, which is then displayed in the halls of either school.

[55] On November 19, 2012, Pasadena officials approved a proposal which could have allowed an NFL team to temporarily play in the Rose Bowl.

[58] The United States men's national soccer team has played 17 games in the Rose Bowl, the fourth most of any venue.

From 1996 through 2002, the stadium was the home ground of Major League Soccer club Los Angeles Galaxy.

[59] The stadium once again hosted the Galaxy on July 4, 2023, in a one-off game (nicknamed El Tráfico) with city rivals Los Angeles FC, being previously delayed from its original date of February 25, 2023.

[62] The Rose Bowl is one of two stadiums to have hosted the FIFA World Cup finals for both men and women.

On July 27, 2016, the Rose Bowl hosted a 2016 International Champions Cup match between Chelsea and Liverpool.

In 2023, AmericaFest did not take place, being replaced by a rescheduled El Tráfico (originally scheduled for February 25), however a firework show did occur after the game.

[68] Another local event is the Rose Bowl Flea Market held the second Sunday of each month, on the stadium parking lots.

The stadium's Court of Champions was the site of a "Roadblock" from seventeenth season of the CBS reality TV show The Amazing Race where teams had to help decorate three sections of the theme float for the 2011 New Year's Day Rose Parade.

[104] In November 1997, the International Churches of Christ (Los Angeles) gathered at the Rose Bowl for their Worship Service, with an attendance of 17,000.

[105] The Brookside Golf Course hosted the Los Angeles Open on the PGA Tour in 1968, won by Billy Casper in late January.

[55] The stadium at the time was unable to finance many of the capital improvements it needed to be considered a modern facility, including new seats, wider aisles, additional exits, a wider concourse, a renovated press box, a state-of-the-art video scoreboard, new field lighting, ribbon boards, extra suites and a club.

[108] In April 2009, The Rose Bowl Operating Company unveiled a Rose Bowl Strategic Plan, which addressed the objectives to improve public safety; enhance fan experience; maintain national historic landmark status; develop revenue sources to fund long-term improvements; and enhance facility operations.

On October 11, 2010, the Pasadena City Council approved a $152 million financing plan for the major renovation of the stadium.