Temporarily hosting an NFL team at the Rose Bowl could bring in millions of dollars but would distract officials from putting into place a long-term plan to boost revenues from the stadium and adjacent golf course, according to a new report.
The Urban Land Institute, a research group specializing in responsible land use, conducted a study of the Central Arroyo Seco complex and delivered its report to the Pasadena City Council in June. Last week, the council forwarded the report to its Economic Development and Technology Committee for review.
The institute made such suggestions as creating a new conservancy to oversee the Rose Bowl and Brookside Golf Club operations, and launching a visitors' program that would include Rose Bowl tours.
As for hosting an NFL team?
"The panel recommends that the city not be swayed by the offer to temporarily host the National Football League," the report states. "Such an effort would be detrimental to the ultimate goal of making the Central Arroyo Seco a sustainable part of the Pasadena community."