City officials are considering a plan to charge a few cents extra for refreshments at Rose Bowl events to provide money for a new Pasadena schools program.
A Pasadena City Council business subcommittee led by Councilman William Crowfoot has given the go-ahead for Rose Bowl officials to work out a way to generate up to $100,000 for the Pasadena Unified School District by raising the price of soft drinks and possibly beer.
The catalyst for the plan was the stadium's catering company, Service America, which has a year remaining on its contract and is seeking a 10-year extension. To avoid a competitive bidding process, the company has offered to invest $2 million in new concessions and provide additional revenue of $3.9 million over the next decade.
However, Crowfoot and a minority of the Rose Bowl board have championed an open bid that would allow the school district's catering service to compete.