by Adolfo Flores
Pasadena Sun
The Rose Bowl should operate more like Yankee Stadium or the Heineken brewery, according to a report issued by a private urban planning group Thursday.
Experts from the Urban Land Institute, a research institute specializing in responsible land use, called for local officials to help preserve the nature of the Arroyo Seco and offset the costs of a current Rose Bowl renovation by offering stadium tours, creating merchandise and charging for parking at the stadium, even when no official event is taking place.
Members of the group also called for the creation of a Central Arroyo Conservancy, a non-profit group to oversee all the features of the heavily-used recreational area.
“You have as many agencies managing this arroyo as Washington D.C.,” the institute’s Richard Perlmutter said at a Brookside Golf Club presentation Thursday.
