ROSE BOWL DANCING IN THE AISLES WITH WANGO TANGO.

Byline: Don Jergler Staff Writer

PASADENA - All-American Wango Tango brings more to the Rose Bowl than the glitter of some of the world's best-known pop stars and droves of screaming teen-agers.

The sold-out concert, hosted by popular Los Angeles radio station KIIS- FM (102.7), is expected to draw 60,000-plus fans today to see more than 18 acts including Pink, No Doubt, Alanis Morissette and Mary J. Blige.

But the all-day event will also put the Rose Bowl Operating Co. in the black for the third straight year, and perhaps add enough sparkle to the grand old venue to draw more concert dates.

San Antonio, Texas-based Clear Channel Communications Inc., the promoters of Wango Tango, have told Rose Bowl officials they plan to exercise their option to extend the contract with the Rose Bowl through next year.

``The show will back here again next year,'' said Rose Bowl General Manager Darryl Dunn.

Such forward-looking agreements are key to the 80-year-old stadium's continued survival given the departure of professional soccer next season and the potential loss of their marquee tenant - the UCLA Bruins - who haven't entered serious talks to stay beyond 2003.

The Rose Bowl has hosted about one concert per year for the last five years - the last two years 'N Sync was the headliner.

And landing Wango Tango, which was held in 1998 at Edison International Field in Anaheim before moving to Dodger Stadium for the next three concerts, will help crank up the volume at the Rose Bowl - and pump up the RBOC's profits.

Dunn estimates the RBOC will earn at least $200,000 in profits from today's event, a conservative estimate at best. The last 'N Sync concert yielded $200,000 in profits for the Rose Bowl, Dunn said.

Wango Tango organizers also hope to maximize concession profits as people move in and out of the Rose Bowl as the day progresses.

``This money goes to help us make a profit for the year,'' Dunn said. ``It's going to be a very good payday for the Rose Bowl.''

The Rose Bowl is on pace to report $750,000 in profits for the fiscal year ending June 30, the third consecutive profitable year for the Rose Bowl, according to Dunn.

KIIS-FM radio personality Rick Dees, who's appearing at the event along with cartoon character canine Scooby-Doo, believes the Rose Bowl venue gives Wango Tango, in its fifth year, added footing to take the annual concert into the future.

``It's really like being part of history,'' said Dees, who is often seen frequenting Pasadena area restaurants and shops.

Dees said the event has picked up steam in its last few years, and has become a solid money maker for its promoters.

``It's just become a phenomenon,'' he said.

Dees, who's know for his jocular morning show co-hosted with Ellen K, said he's not ashamed of appearing with Scooby-Doo.

``I've been with a few dogs before,'' Dees quipped.

Dees views live events like Wango Tango as a positive for the music industry, which has been beset with problems stemming from ever-emerging technologies that allow people to copy music without paying, robbing artists and promoters of often generous royalties.

``Music needs this right now,'' Dees said. ``People are not buying CDs like they used to.''

While the Rose Bowl, the artists and KIIS stand to make a profit, there's little to be gained by the city or local businesses, according to Jay Goldstone, Pasadena's director of finance.

The city profits from the Rose Bowl and sales tax generated by its events each year, but it's unlikely any direct profits will come from Wango Tango, Goldstone said.

Because Wango Tango is an all-day event aimed at young people, attendees will likely show up to the concert and leave when it ends, making all their purchases within the Rose Bowl, he said.