Barrett Sports Group [now CAA ICON Strategic Advisory] was intimately involved in all aspects related to the Rose Bowl Stadium renovation project. The project was primarily funded by a unique combination of city issued bonds, including Build America Bonds, cash contributions, incremental stadium revenues, and private donations, among others. The renovation included: renovation and expansion of the press box structure, improved egress and ingress in the tunnels and aisles, a new scoreboard and videoboard, and new concessions and restrooms, among other improvements. The renovated press box includes luxury suites, loge boxes, and club seats.
Over the past several years, BSG provided market and financial feasibility analysis, financing plan development, and negotiating assistance related to various agreements with the tenants (UCLA/Tournament of Roses) and third-party vendors, among other tasks. CAA ICON Strategic Advisory continues to provide strategic consulting services to the Rose Bowl Stadium on an ongoing basis, including financial modeling, evaluation of a potential major music festival, and other strategic advisory services.