Friday, July 25, 2025

Rose Bowl Stadium to Host Back-to-School Backpack Giveaway

[photo credit: Rose Bowl Stadium]

Event aims to help families affected by Eaton Fire disaster

The Rose Bowl in Pasadena will host its second annual back-to-school celebration Aug. 3, distributing 2,500 backpacks to local families.

The Dena Community Backpack Giveaway promises 2,500 supply-filled backpacks for families from 10 a.m. to 2 p.m. Students and families affected by this year’s devastating Eaton Fire disaster will receive priority support.

Five organizations joined forces for the initiative: the Rose Bowl Institute, LOV Olive Branches, Neighborhood Servants, Pasadena Educational Foundation and the City of Pasadena.

Inside the stadium, students will browse backpack selections in the West Locker Room while parents explore resources in the vendor fair at the East Locker Room.

Outside, the Court of Champions becomes a festival wonderland with games, activities, an arcade truck and ice cream.

“We are proud to welcome the Rose Bowl Stadium community back for year two of this meaningful back-to-school initiative,” said James Washington, Rose Bowl Institute president. He said the partnership is a powerful example “of what’s possible when we come together in support of kids and families.”

Last year, the Backpack Giveaway served more than 1,500 families and distributed over 1,000 backpacks, according to LOV Olive Branches founder Valerie Toliver.

“For 2025, we’re back stronger and united with other incredible nonprofits and the City of Pasadena,” she said.

Community members can donate new backpacks and school supplies between July 28 and 31. The donation window runs 8 a.m. to 5 p.m. daily at Gate A near the security booth.

Families can register students online for backpacks at https://www.rosebowlstadium.com/events/details/559/dena-community-backpack-giveaway. Volunteer and vendor registration forms are also available.

The Rose Bowl Institute, launched in 2020, is part of the Rose Bowl Legacy Foundation. Washington, a former Aspen Institute vice president, leads the organization.

Built in 1922, the stadium has welcomed five Super Bowls, World Cup matches and countless concerts. The Olympics will return to the venue for the third time in 2028.