Rethinking Land Use Around an Iconic Stadium: ULI Experts To Offer Recommendations for Reviving the Rose Bowl and Central Arroyo

Draft Report and Recommendations To Be Presented on Thursday in Pasadena

For more information, contact: Robert Krueger at 202-624-7051;

PASADENA (January 31, 2012) – A panel of high-level land use experts from the Urban Land Institute (ULI) is in Pasadena, Calif., this week to examine the Rose Bowl and the Central Arroyo area to provide recommendations and alternatives for redevelopment that will complement the stadium renovations that are currently underway. The City of Pasadena is sponsoring this panel.

The panel, convened as part of ULI’s world-renowned, all-volunteer advisory services program, consists primarily of ULI Foundation Governors, a select group of the organization’s membership united in their commitment to ensure a strong future for ULI by supporting its program of work. The ULI Foundation, the philanthropic arm of ULI, is funding the panel as a philanthropic act of providing free-of-charge expert advice to some of the nation’s high-profile areas.

Now in its 65th year, ULI advisory services panel program assembles experts in the fields of real estate and land use planning to participate on panels worldwide, offering recommendations for complex planning and development projects, programs and policies. Panels have developed more than 600 studies for a broad range of land uses, ranging from retail and entertainment development to military base reuse. The panel of ULI Governors in Pasadena this week elevates the already substantial level of expertise available through the advisory services program.

The ULI Governors, an exclusive group within the larger ULI organization, are seasoned professionals who possess decades of experience in land use and community building. “Clearly, ULI Governors are some of the most experienced practitioners in the world of real estate and land use,” said Thomas Eitler, vice president of ULI’s advisory services program. “It is an incredible opportunity to have access to their thoughts and wisdom on a site as steeped in tradition and historically significant as the Rose Bowl in Pasadena.”

The panel is chaired by Richard L. Perlmutter, principal and co-founder of Argo Development Company in Rockville, Md. Other panel members include Susan Hudson Wilson, retired founder of Property & Portfolio Research, Inc., and current board member of Hawkeye Partners LP in Chebeague Island, Maine; Richard Rosan, president of the ULI Foundation, and former chief executive officer of ULI Worldwide; and Frank Stanek, president, Stanek Global Advisors in Arroyo Seco, Calif., and a former key executive with Vivendi-Universal Entertainment and the Walt Disney Company. Ryan Bouma, senior associate with AECOM in Alexandria, Va., is assisting the panel.

The group of experts was assembled to assess the Rose Bowl environs and provide the city of Pasadena with strategic advice on how to re-envision and reuse the space in and around the Rose Bowl. The panel was asked to consider and evaluate how the city can create additional revenue streams by transforming the environs into an iconic public and recreational open space that is integrated into the fabric of the existing neighborhood.

The study is limited to the 254-acre Central Arroyo area. This portion of Pasadena is best known for its historic centerpiece, the Rose Bowl stadium. The Central Arroyo area is among the most visited areas in the region and was placed on the National Register of Historic Places in 2009. The Rose Bowl Operating Company (RBOC) manages the two largest pieces of Central Arroyo, the Rose Bowl and the Brookside Country Club. Other area attractions include a golf course, aquatics center, children’s museum, city park, and a 3.3-mile recreational loop.

While the panel’s advice is being sought on how best to generate revenues and enhance the Arroyo experience, the panel is also being asked to consider issues such as:

  • Identifying additional revenue-generating amenities that could be provided for existing users;
  • Identifying public investments that should be made in Arroyo Seco to enhance the user experience;
  • Finding creative uses for the surface parking lots to generate revenues and enhance the user experience;
  • Enhancing the city’s ability to capitalize on tourism generated by the Rose Bowl and other area attractions; and
  • Better leveraging of the Kidspace Museum and Aquatics Center to help make the area more attractive for tourists and investors.

Panelists will begin the 3-day process by interviewing up to 20 local stakeholders. In addition, the panel will meet with local ULI Governors not serving on the panel in order to provide an opportunity for panelists to exchange ideas and draw on each other’s knowledge. After carefully analyzing the area and the panel will then spend a day framing their recommendations and drafting a report that will be presented to the public at 8:30 a.m. on Thursday, February 2, 2012 at the Brookside Golf Club in Pasadena.

Past sponsors of ULI advisory services panels include: federal, state and local government agencies; regional councils of government; chambers of commerce; redevelopment authorities; private developers and property owners; community development corporations; lenders; historic preservation groups; non-profit community groups; environmental organizations; and economic development agencies. Over the years, the program has been a leader in offering redevelopment advice for challenges across the country.

About the Urban Land Institute
The Urban Land Institute ( is a nonprofit education and research institute supported by its members. Its mission is to provide leadership in the responsible use of land and in creating and sustaining thriving communities worldwide. Established in 1936, the Institute has nearly 30,000 members representing all aspects of land use and development disciplines.