Rose Bowl Event Staffing | Brand Ambassadors & Promo Staff

Need event staff at the Rose Bowl in Pasadena? Eleven8 provides brand ambassadors, hospitality staff, and promotional teams for activations at Rose Bowl. Get a quote today.

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Professional Event Teams for Rose Bowl Stadium

Eleven8 is the leading event staffing agency for the Rose Bowl Stadium, providing brand ambassadors, promotional staff, and hospitality teams for activations at one of the most iconic and storied sports and entertainment venues in the world. Located in Pasadena, California — minutes from downtown Los Angeles and at the edge of the San Gabriel Valley — the Rose Bowl hosts some of the most culturally significant events on the annual calendar, and Eleven8 has the Southern California depth and venue experience to staff them all.

Our venue-experienced brand ambassadors and event staff understand the operational scale of the Rose Bowl. This 88,565-seat landmark hosts the Rose Bowl Game on New Year's Day, UCLA Bruins football, major international soccer matches, Americarna, and some of the most celebrated stadium concerts in the country — including the legendary Grateful Dead "Fare Thee Well" and Beyoncé's Renaissance World Tour stops. For Rose Bowl game-day staffing, we deploy trained professionals across sponsor booths, tailgate activations, premium suite hospitality, and concourse brand experiences. For concert and live event staffing at the Rose Bowl, we place promotional teams and experiential specialists equipped for the fast-paced demands of major touring productions at one of the most visited venues in Southern California.

Every Eleven8 professional brings genuine Rose Bowl familiarity combined with Los Angeles market service standards. Whether you need brand ambassadors in Pasadena for a product launch, check-in staff for a corporate activation, or a full event staff team for a stadium-scale campaign, Eleven8 has the local depth, venue intelligence, and professional polish to make your program perform at the Rose Bowl's scale. As one of the most recognized stadium brands in the world and a recurring host venue for international soccer and College Football Playoff events, the Rose Bowl draws global audiences and premium brand budgets — and staffing availability for high-demand events fills quickly.

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Rose Bowl Stadium Staffing Types

Brand Ambassadors Game Day Staff Hospitality Staff Concert & Event Staff

Brand ambassadors at the Rose Bowl work one of the most recognizable stadium environments in the world — 88,565 fans, sponsor activation zones spread across the Bowl's iconic grounds, and audiences that span Rose Bowl Game loyalists, UCLA season ticket holders, and major concert crowds. Our brand ambassadors engage confidently in all of them, staying on-message and energetic across long event days in Pasadena's open-air environment.

Eleven8 by the numbers
34,521
Events Staffed
24,821
Active Staff
83%
Client Retention Rate
35
Years Experience
3.5%
Applicant Acceptance Rate
6,988
5-Star Staff Ratings in 2025
320
Captains Trained in 2025
101.8%
Fulfillment Rate

Why the Rose Bowl Trusts Eleven8

When 88,000 fans show up on New Year's Day, there's no margin for a staffing agency that's figuring out the venue in real time. Our team has worked the Rose Bowl Game, UCLA home seasons, championship events, and landmark concert runs — which means they know the difference between the tunnel-side concourse and the exterior tailgate fields without needing a map.

They know that "event starts at noon" means staff is on the grounds by 9. They know the Arroyo Seco exterior footprint operates on a completely different timeline than the bowl interior, and that a sponsor activation in the parking lots needs a separate briefing from the one happening at Gate H.

Rose Bowl Game day organizers, touring production teams, and brand activation managers keep us on speed dial because they've seen what happens when staff don't know the venue. We're not the agency that shows up and learns the Rose Bowl on your event day. We already know it.

Annual Events at the Rose Bowl Stadium

The Rose Bowl is one of the most storied and iconic stadiums in the world — a 88,565-seat National Historic Landmark in Pasadena hosting college football, championship events, international soccer, and landmark concerts year after year. Eleven8 staffs all of them.

The Rose Bowl Game — The Granddaddy of Them All Every New Year's Day · January 1

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🌹 Most Prestigious Annual Event

The Rose Bowl Game — College Football's Oldest Bowl Game

Annual · January 1st · Rose Bowl Stadium, Pasadena CA

The Rose Bowl Game is the defining annual event at the Rose Bowl Stadium and one of the most celebrated traditions in American sports — played every New Year's Day since 1902 and consistently one of the most watched college football games of the season. Drawing 88,000+ fans from across the country to Pasadena on January 1st, the Rose Bowl Game brings major conference champions, national media coverage, and premium sponsor activations to one of the most recognizable venues in sports. The surrounding Tournament of Roses atmosphere — from the Rose Parade through the Rose Bowl grounds tailgate footprint — creates an extended brand activation campus unlike any single-game environment in college football. Eleven8 provides brand ambassador, sponsor activation, hospitality, and game-day staffing for every Rose Bowl Game and its surrounding event footprint.

Sponsor Activations Brand Ambassadors Tailgate Zone Staff VIP & Suite Hospitality Tournament of Roses Coverage Game Day Teams

UCLA Bruins Football Season Every Fall · Sept – Nov

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UCLA Bruins Football — Home Season

Annual · September – November · Rose Bowl Stadium, Pasadena CA

The Rose Bowl is the home of UCLA Bruins football — one of the most storied programs in the Pac-12 and a fixture of Southern California's college football culture. Every home game brings tens of thousands of fans from across the greater Los Angeles region to Pasadena, with sponsor activations, concourse brand experiences, and tailgate zone opportunities across the Rose Bowl's expansive exterior grounds throughout the fall season. Eleven8 covers full-season Bruins game day staffing across every home date.

Stadium Concert Season Year-Round

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Landmark Stadium Concerts at the Rose Bowl

Year-Round · Rose Bowl Stadium, Pasadena CA

The Rose Bowl has one of the most celebrated concert histories of any outdoor stadium in the world — artists from the Grateful Dead and the Rolling Stones to Beyoncé and Taylor Swift have chosen the Rose Bowl specifically for the cultural weight its setting carries. The stadium's open-air design, iconic silhouette, and Los Angeles market draw consistently generate multi-night sold-out runs that rank among the highest-grossing stadium concerts globally. Brand ambassador, sponsor activation, and experiential staffing for any touring production at the Rose Bowl.

International Soccer & CFP Championship Events Recurring

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International Soccer, College Football Playoff & Championship Events

Recurring · Rose Bowl Stadium, Pasadena CA

The Rose Bowl has hosted two FIFA World Cups, multiple Gold Cup finals, and international soccer friendlies that draw tens of thousands of fans from across the Los Angeles metro's extraordinarily diverse soccer fanbase. The stadium is also a recurring College Football Playoff semifinal and national championship host venue. Each championship week in Pasadena brings national media, premium sponsor budgets, and audiences with high engagement expectations — creating some of the most commercially valuable brand activation days on the Rose Bowl's annual calendar.

Rose Bowl Grounds, Pasadena & Greater Los Angeles — Year-Round Year-Round

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🌴 Southern California's Most Iconic Venue

Year-Round Events & Brand Activations at the Rose Bowl and Across Pasadena

Year-Round · Rose Bowl Stadium, Rose Bowl Grounds & Greater Pasadena, CA

The Rose Bowl's defining characteristic as a brand activation venue is what surrounds it: 600 acres of park grounds, parking lots, and open space in the Arroyo Seco that create one of the most expansive pre-event tailgate and activation footprints of any stadium in the country. The Rose Bowl Flea Market — one of the largest and most attended flea markets in the United States — runs on the grounds monthly and draws 15,000+ shoppers year-round, creating consistent brand activation opportunities independent of stadium events entirely. Eleven8's Southern California team covers the full Rose Bowl campus, the surrounding Pasadena market, and the greater Los Angeles region — experienced with the consumer goods, entertainment, and sports brand environments that consistently activate at the Rose Bowl, and capable of scaling from a single game-day concourse team to a full multi-zone grounds deployment across one of the most recognized venues in the world.

Los Angeles Brand Ambassadors →

Rose Bowl event teams fill up fast — especially for the Rose Bowl Game, major concert runs, and championship events. Whether you're staffing the Rose Bowl Game, a UCLA home season, a landmark stadium concert, an international soccer match, or a year-round brand activation at the Rose Bowl grounds, contact Eleven8 early to lock in your preferred Southern California team.

Get a Quote

How to Book Staff for Rose Bowl Events

Step 1

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Contact Us

Inquire through our website or give us a call at 323-426-6910

Step 2

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Get Quote

We send you a quote and presentation with available staff and experience.

Step 3

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Confirm

Confirm your event details, select uniform and preferred staff.

Step 4

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Payment

Make a payment to confirm booking and enjoy your event with your preferred team.

Build Your Rose Bowl Team

We maintain a roster of staff who've proven themselves at the Rose Bowl specifically — across game days, concert runs, championship events, and the exterior grounds activations that most agencies don't staff well. They know the venue, they understand the pace difference between a Rose Bowl Game morning and a UCLA home opener, and they've earned repeat bookings by showing up prepared and handling problems before they escalate. Pick the ones who fit your event.

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Staffing Services

Explore our wide range of staffing solutions

Event Staff

Promotional & Experiential Staff

Trade & Conference Staff

Why Companies Prefer Eleven8 Staffing

Elite Brand Ambassadors

We place only the top 3.5% of applicants at the Rose Bowl. Whether you're activating on New Year's Day, at a landmark concert, or during a UCLA home season, our brand ambassadors understand the Rose Bowl's scale, its audience, and the difference between an 88,000-person Rose Bowl Game crowd and a mid-season Bruins game — engaging each with the right energy and approach.

Full Grounds & Stadium Coverage

The Rose Bowl's activation footprint extends well beyond the stadium bowl itself. We staff the full campus — interior concourses, sponsor village areas, tailgate zones, exterior grounds, and parking lot activations across the Arroyo Seco site — with dedicated zone leads for each area and a coordinating supervisor managing the full deployment.

Venue-Experienced Professionals

Our staff know the Rose Bowl — its gates, concourse flow, exterior grounds layout, and the operational pace of its biggest events. That familiarity means faster deployment, fewer orientation questions on event day, and a team that understands the Rose Bowl's unique open-air, hillside environment from the moment they arrive.

Fully Insured & Rose Bowl-Compliant

We carry full liability insurance and meet the Rose Bowl Stadium's vendor and activation compliance standards. Every staff member arrives credentialed and cleared — ready to work alongside your team across the stadium interior and exterior grounds from load-in through post-event breakdown.

Season-Long & Multi-Event Staffing

We build consistent preferred teams for clients activating across the full UCLA home season, multi-night concert runs, or recurring championship events at the Rose Bowl. The same core team across every date means your brand representation gets sharper with each event — not starting over from scratch each time.

24/7 On-Call Support

Rose Bowl event days start early and run long — especially on New Year's Day and during major concert loadouts. Our team is available around the clock for last-minute adjustments, day-of staffing changes, and real-time support, so your activation stays fully covered regardless of what the event day brings.

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When you're running events at the Rose Bowl Stadium, you need staff who've been there before. That's what we provide—every single time.

How We Run Every Rose Bowl Event

Every Eleven8 activation at the Rose Bowl Stadium follows our proven 11-step event process — built from thousands of events and refined specifically for the demands of large-scale venue staffing at Rose Bowl Stadium in Los Angeles.

✓ 1 backup per 8 staff included ✓ Geo-located clock in & out ✓ Dedicated account manager ✓ Post-event recap report ✓ On-site supervisors every event

Pre-Event Chats

Client chat with you + our leads. Team chat with leads + full crew aligned on your brand.

Arrival

15 min early. Geo-located clock-in confirms your team is on site at the Rose Bowl Stadium.

Venue Walkthrough

Stations, restrooms, water, and off-limits areas identified across the Rose Bowl Stadium.

Assignments

Managers, captains, and leads align on team assignments and zone coverage.

Pre-Shift Briefing

All hands briefing — timeline, crowd expectations, brand standards, and how to succeed.

Set Up

Stations ready 30 minutes before guest arrival. Every position covered.

Execution

Guests arrive. Leads monitor crowd flow and adjust positioning in real time.

Breaks

Leads administer breaks per applicable labor law without disrupting coverage.

Corrective Action

Any issues handled discreetly by leads — never in front of guests or your brand.

Breakdown

Event space broken down after guest departure to your satisfaction.

Post-Shift Recap

Badges collected, team debriefed. Captains report detailed feedback to managers.

Elevate Client Feedback

Smiling man in a blue suit pointing with both hands against a plain background.

Robert N.

Top Notch Service

They were professional. Polite. Hard working. Friendly. And got the job done. Will definitely use them again.

Person smiling and gesturing peace sign with fingers

EK C.

It was a great pleasure that I can work with you. All Elevate members successfully led KCON. I hope everything goes as well in future events as it did this time! If i ever go to LA for events, I will definitely reach out to you :)

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Eugene R.

We were really happy with the team everyone was incredibly helpful and nice to work with. Thank you for selecting such professional people for our event!

Rose Bowl Staffing Questions

                Do your staff actually know the Rose Bowl — or are they just general event staff?
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                Genuine Rose Bowl familiarity. Our staff know the difference between the stadium's interior zones and the expansive exterior grounds — including the tailgate fields, parking structures, and activation areas surrounding the bowl itself. That exterior footprint is one of the most distinctive operational environments of any Southern California venue, and our team navigates it efficiently. We're not placing people at the Rose Bowl for the first time and hoping they figure it out.
            
                How early should we book staff for the Rose Bowl Game on New Year's Day?
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                As early as possible — ideally by October. The Rose Bowl Game is our most in-demand single event of the year. With 88,000+ fans, major sponsor activations, and the Tournament of Roses footprint all converging on New Year's Day, our best staff are spoken for months out. If you're planning a Rose Bowl Game activation, don't wait until December.
            
                Can you cover activations on the Rose Bowl grounds outside the stadium itself?
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                Yes, and this is one of the Rose Bowl's most significant staffing opportunities. The surrounding Arroyo Seco grounds — tailgate zones, parking lot activations, pre-game sponsor footprints — can involve separate teams operating independently from any in-stadium deployment. We staff the full campus, not just the bowl interior, and can coordinate coverage across multiple zones simultaneously with dedicated leads for each area.
            
                What's different about staffing the Rose Bowl versus other LA venues?
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                A few things. The Rose Bowl's open-air design and hillside setting mean staff need to be prepared for full outdoor conditions across long event days — heat, sun exposure, and physical terrain that indoor arenas and covered stadiums don't have. The grounds also operate on a different scale than a standard stadium plaza. And the Rose Bowl attracts audiences with a genuine emotional connection to the venue — Rose Bowl Game crowds especially — so our brand ambassadors are briefed to engage that context authentically rather than treating it like a generic stadium activation.
            
                Do you staff UCLA home games throughout the fall season?
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                Yes. We cover the full UCLA home schedule — typically six to seven games from September through November. Full-season packages let us build a consistent preferred team that knows your brand, your activation setup, and the game day flow at the Rose Bowl from week one. One-off bookings for individual games are also available, though we recommend locking in early for high-profile matchups.
            
                Can you handle concert staffing at the Rose Bowl?
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                Absolutely. Rose Bowl concerts are some of the largest and most logistically demanding productions in Southern California — multi-night sold-out stadium shows from artists who specifically choose the venue for its scale and cultural weight. Our concert staffing covers sponsor activation teams, brand ambassador deployments, merchandise and experiential activations, and VIP hospitality support. Concert crowds at the Rose Bowl are distinct from game day crowds, and our staff are deployed with that context in mind.
            
                What if my activation runs across both the stadium interior and the exterior grounds?
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                That's a common ask at the Rose Bowl, and we're structured for it. We deploy zone leads for each distinct area — interior concourse, exterior tailgate fields, sponsor village, parking lot activations — with a coordinating supervisor who manages coverage across all zones. You're not managing separate vendors for inside and outside; we handle the full footprint under one operational structure.
            
                Have you staffed championship events at the Rose Bowl — College Football Playoff, Gold Cup, international soccer?
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                Yes. The Rose Bowl's history as a championship venue — College Football Playoff semifinals, Gold Cup finals, international soccer friendlies — means our team has worked the elevated operational demands and premium brand activation environments those events bring. Championship events at the Rose Bowl typically involve more complex sponsor footprints, higher VIP volumes, and tighter credentialing requirements than regular-season games. Our staff are experienced in that environment specifically.
            
                Why do brands keep coming back to Eleven8 for Rose Bowl events?
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                Consistency across a venue that demands it. The Rose Bowl isn't a forgiving environment for underprepared staff — long outdoor days, large crowds, a complex grounds layout, and audiences with high expectations for the brand experiences they encounter here. Brands that activate at the Rose Bowl once and get it right tend to come back. We make it easier to get it right the first time, and repeatable after that.