UCLA’s bold new policy on Rose Bowl crowds after past fudging

UCLA is getting out of the creative accounting business when it comes to football attendance.

In a departure from longstanding protocol, the Bruins on Saturday announced the scan count, which provided a tally of people inside the Rose Bowl in a heightened level of transparency under new CEO and athletic director of Tim Harris.

That figure for their home opener against San Diego State – 31,973 – represented the number of people who scanned into the century-old stadium upon their arrival at the gates.

In past seasons, UCLA had used an announced attendance figure that included tickets distributed – including freebies – in addition to non-ticketed and credential individuals such as players, coaches, staff, vendors, cheerleaders, band members, performers and media.

At USC, the attendance figure announced includes only tickets distributed.

Schools are largely free to decide on their own attendance policies given that the Big Ten and other conferences leave that decision up to individual institutions.

That can lead to some deceiving figures, such as UCLA’s announced attendance of 27,143 for a home game against Bowling Green in September 2022. Even though that number was an all-time low for the Bruins at the Rose Bowl, the scan count of 12,383 was less than half the announced figure.

UCLA’s new policy provides a far better representation of bodies in the building.

A year ago, the Bruins announced an attendance of 35,032 for their home opener against Utah, which was 7,247 more than the scan count of 27,785.

The crowd for the San Diego State game was smaller than it might have been considering UCLA students are not back in school. New Bruins coach Bob Chesney and Harris tried to boost attendance, with Chesney imploring fans to support his team and Harris purchasing 300 tickets to be distributed for free.

UCLA’s new Field Club was an immediate hit, with nearly 700 people packing the place for its debut.

There was also a massive throng of local students in one end zone as part of a promotion to endorse attending college.

UCLA running back Wayne Knight said he enjoyed his first experience playing at the storied stadium.

“It’s good to be home, good to play in the Rose Bowl in Pasadena,” Knight said after scoring three rushing touchdowns for the second consecutive game.

“You know, seeing those guys coming out there supporting us, it’s important and it’s going to continue to grow. We know it’s only Week 2 right now and by the end of the year, we’re going to have that thing packed.”

Added quarterback Nico Iamaleava: “I’ve seen a lot more fans in there and we’ve got to keep giving them something to come watch.”

UCLA’s new policy will keep fans from hearing the attendance, glancing around the Rose Bowl and not believing what they’ve been told.