"This is probably not the most iconic event that we've ever hosted. But it could be the most important," said Jens Weiden, the Rose Bowl's chief executive.
"We always say we're in the events business, and this is an event. Our team just leaned into this," Weiden said.
But the 200 acres of open space around the Rose Bowl, already equipped with electricity, water, light towers, bathrooms, rapidly transformed into a critical command center.
Overnight, the stadium and surrounding parking lots were converted into a small city... everything is free.
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