Would your company be willing to spend $75,500 a year for a luxury suite at a renovated Rose Bowl? How about $60,000? Or if that's way out of your league, how about $2,500 for outdoor club seating?


The operators of Pasadena's famed Rose Bowl would like to know.


As they embark on a master plan for renovating the massive landmark stadium, Rose Bowl officials are now canvassing businesses throughout L.A. County to find out just how much they would be willing to fork over for premium seating.


"We're trying to find out the marketplace demand for premium seating because, ultimately, that will determine how much incremental revenue we can expect from a renovated Rose Bowl," said Darryl Dunn, general manager for the Rose Bowl Operating Co.


The Rose Bowl is owned by the city of Pasadena and has two major tenants: the Tournament of Roses and the University of California Los Angeles. The stadium is then rented out to numerous sports and other organizations for use.


With the Pasadena City Council's decision last year not to pursue a National Football League football franchise, Rose Bowl officials are pressing ahead with plans to renovate the 84-year-old stadium. The last renovation in 1996 cost $20 million. This time around, Rose Bowl officials are looking to improve seating areas, the concessions windows, concourses and public safety.


"If you look around the country, renovations to all the great college football stadiums are the norm," Dunn said.


Among the options being considered are: luxury suites, loge boxes and club seats. Rose Bowl officials have retained Barrett Sports Group LLC to examine financing and revenue-generating alternatives for the renovation. Barrett has already received responses from about 3,000 in the UCLA community and from Pasadena residents; now they are reaching out to the business community via the Los Angeles Area Chamber of Commerce Web site.

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