Pasadena Olympic Zone
There's something magical about Pasadena. The Rose Bowl sitting against the San Gabriel Mountains, Old Town's restaurants and shops, the tree-lined streets — it's LA at its most picturesque. We've staffed Rose Bowl events dozens of times and the soccer matches here in 2028 are going to be incredible.
The Iconic Rose Bowl & Old Pasadena
The Rose Bowl is one of the most recognized sporting venues in the world, and it has a special place in our hearts. We've been here for Rose Bowl Games, World Cup qualifiers, and huge concerts. The 2028 soccer matches are going to bring a whole new level of international energy to this stadium. Plus, the CalTech campus nearby means there's no shortage of great food and nightlife for visitors.
Beyond the stadium, Old Pasadena's bustling Colorado Boulevard corridor, the cultural institutions along the Arroyo Seco, and the city's deep heritage as home of the Rose Parade make this zone a marquee destination for brands seeking to connect with affluent, culturally engaged audiences during the Olympic Games.
“We've staffed Rose Bowl events dozens of times. The soccer matches here in 2028 are going to be incredible.”
Rose Bowl Stadium
A National Historic Landmark and one of America's most celebrated stadiums, ready for Olympic glory once again.
Rose Bowl Stadium
1001 Rose Bowl Dr, Pasadena, CA 91103
Olympic Sports
Key Olympic Events
- ★Soccer Gold Medal Match
- ★Soccer Semi-Finals
- ★Soccer Quarter-Finals
- ★Group Stage Matches
Historic Significance
- ◆Host venue for the 1984 Olympic soccer finals
- ◆Site of the 1994 FIFA World Cup Final (Brazil vs. Italy)
- ◆Annual home of the Rose Bowl Game since 1922
- ◆National Historic Landmark since 1987
- ◆Five Super Bowls hosted (XI, XIV, XVII, XXI, XXVII)
The Rose Bowl hosted soccer events during the 1984 Los Angeles Olympics and served as the stage for one of the most iconic moments in soccer history — the 1994 World Cup Final. In 2028, it returns to the Olympic program with a seating capacity of 90,888, making it the largest venue in the LA Olympics footprint.
Transportation & Parking
We know the Pasadena parking situation can be tricky on event days. Here's everything you need to know about getting your teams and guests to the Rose Bowl smoothly.
Metro Gold Line (L Line)
- Memorial Park Station — 1.2 miles from Rose Bowl
- Del Mar Station — 1.5 miles from Rose Bowl
- Dedicated Olympic shuttle service from both stations
- Connects to Downtown LA Union Station in 25 minutes
Rose Bowl Shuttle System
- Free Olympic shuttle loops from Pasadena transit hubs
- Parsons shuttle lot with direct Rose Bowl access
- Remote parking shuttle from Pasadena City College
- ADA-accessible vehicles on all shuttle routes
Parking & Access
- Brookside Park lots — primary spectator parking
- Rose Bowl loop road parking for permit holders
- Overflow parking at Brookside Golf Course
- Rideshare drop-off zones on Seco Street
Freeway Access
- I-210 (Foothill Freeway) — exits at Seco St or Mountain St
- I-110 (Arroyo Seco Parkway) — direct north to Pasadena
- CA-134 from Glendale and Burbank
- Expect Olympic traffic management and road closures
Hotels Near the Pasadena Zone
From full-service hotels in Old Pasadena to boutique stays in South Pasadena and the Glendale corridor, lodging options abound for Olympic visitors and activation teams.
Old Pasadena
- The Westin Pasadena — steps from Colorado Blvd shopping
- Hilton Pasadena — connected to Pasadena Convention Center
- Hyatt Place Pasadena — modern rooms near Old Pasadena dining
- Hotel Dena — boutique option on E. Colorado Blvd
South Pasadena & Surrounding
- The Bissell House B&B — charming historic bed and breakfast
- Artisan boutique hotels along Fair Oaks Avenue
- Airbnb and vacation rentals in residential neighborhoods
- Proximity to Metro Gold Line for easy venue access
Glendale Corridor
- Hilton Los Angeles North/Glendale — full-service hotel
- The Americana at Brand adjacent hotels — walkable dining and shopping
- Embassy Suites by Hilton Glendale — all-suite option
- 10-15 minute drive to Rose Bowl via CA-134
Activation Opportunities in Pasadena
Pasadena's mix of historic venues, vibrant retail corridors, and expansive green spaces creates some of our favorite activation environments. We love working here and it shows.
Old Pasadena — Colorado Blvd District
The heart of Pasadena's retail and dining scene. Colorado Boulevard between Pasadena Avenue and Arroyo Parkway offers high foot traffic, outdoor dining patios, and premium storefront visibility perfect for pop-up activations and brand sampling.
Opportunities
- ✓Storefront pop-up shops and brand takeovers
- ✓Sidewalk sampling and product demonstrations
- ✓Restaurant and bar partnership activations
- ✓Digital billboard and street banner advertising
Rose Bowl Perimeter & Brookside Park
The green spaces surrounding the Rose Bowl create an expansive fan zone environment. Brookside Park and the Rose Bowl loop trail offer massive footprints for sponsor villages, interactive experiences, and hospitality tents.
Opportunities
- ✓Fan village installations and sponsor pavilions
- ✓Large-scale experiential marketing footprints
- ✓Food truck courts and branded refreshment zones
- ✓Pre-game and post-game fan engagement activations
Pasadena Convention Center
Located in the civic center of Pasadena, the Convention Center provides indoor climate-controlled space for corporate hospitality events, media centers, sponsor showcases, and VIP reception areas during the Olympic Games.
Opportunities
- ✓Indoor corporate hospitality and VIP receptions
- ✓Media center and press conference hosting
- ✓Sponsor showcase exhibitions and product launches
- ✓Athlete meet-and-greet and autograph sessions
Caltech Campus Area
The California Institute of Technology campus and surrounding corridor attract an educated, affluent demographic. The tree-lined streets and campus green spaces offer unique activation environments with a sophisticated audience.
Opportunities
- ✓Campus lawn activations and branded experiences
- ✓Tech-forward interactive installations
- ✓Educational and STEM-themed Olympic tie-ins
- ✓Local business partnerships along Lake Avenue
Neighborhood Demographics
Pasadena draws an affluent, educated crowd that loves food, culture, and sports. Here's what we know about the audience you'll be reaching.
Community Profile
- Affluent community with median household income well above LA County average
- Strong tourism base driven by Rose Parade, Rose Bowl events, and cultural attractions
- Home to Caltech and Art Center College of Design — highly educated population
- Diverse mix of long-time residents, young professionals, and families
Cultural Heritage
- Rose Parade (Tournament of Roses) heritage draws 700,000+ spectators annually
- Norton Simon Museum, The Huntington Library, and Gamble House attract art and history enthusiasts
- Thriving dining scene — from fine dining to local taco joints along Colorado Blvd
- Active civic engagement and community pride create receptive audiences for brand experiences
Best Street Team Locations
We've run countless campaigns on these Pasadena streets. These are the spots where your brand will connect with the right people at the right time.
Colorado Blvd (Old Pasadena)
Top TierPremier pedestrian corridor with the highest foot traffic in Pasadena. Ideal for flyer distribution, sampling, and guerrilla marketing between Pasadena Ave and Los Robles Ave.
Lake Avenue
Top TierMajor north-south retail and dining artery connecting I-210 to Caltech. Strong lunch and evening crowd with a mix of professionals, students, and local residents.
Old Pasadena Alleyways
High ValueCharming pedestrian alleys like Mills Place and Mercantile Place feature boutique shops and restaurants. Intimate setting for targeted brand interactions and premium sampling.
Rose Bowl Loop Trail
High ValueThe 3.3-mile loop trail around the Rose Bowl attracts thousands of joggers, walkers, and cyclists daily. Perfect for athletic brand activations, hydration sampling, and fitness-related marketing.
Activations in Pasadena
Google Activation
Clif Bar Activation
Lyft Activation
NFL ActivationActivate Your Brand in the Pasadena Olympic Zone
From Rose Bowl Stadium staffing to Old Pasadena street teams, we're your partner for impactful brand activations in one of LA's most iconic Olympic zones. We've been here dozens of times — let's build your Pasadena game plan.