When Professor Brookfield and his pretty daughters Peggy and Susan move into the small town Pasadena in California, their new neighbor Mrs. Fielding immediately takes over control, helps them moving in, and urges the girls to participate in the annual Rose Bowl beauty pageant. Although they're not thrilled, they enter the competition. Meanwhile Mrs. Fielding's son Tom makes eyes at Peggy, unknowing that her heart already belongs to a famous football star. So she tries to redirect his interest to her sister Susan.

Professor "Brooks" Brookfield arrives in Pasadena, California, where he intends to enjoy his retirement, together with his daughters Peggy and Susan. They are greeted at the train station by Dean Stockwell, who tries to persuade Brooks to teach a class at Pasadena City College. When the Brookfields arrive at their new house, they are stunned to discover that widow Emelia Fielding has taken charge of the move. Emelia suggests that Brooks's two pretty daughters are potential Rose Queens, but he dismisses the idea, calling it vulgar. Emelia's son Tom is immediately attracted to Peggy, but she is in love with Johnny Mitchell, a football player at Ohio State, of whom her father disapproves. At the start of school, Peggy and Susan learn that all coeds must attend the first round of the competition to select the Rose Queen. They are both chosen to continue, but when Peggy hears that the queen must be unmarried, she becomes concerned. That night, she reveals to Susan that she is secretly married to Johnny. She cannot tell Brooks until she is of age, because he has threatened to annul a marriage to Johnny. Meanwhile, Brooks immerses himself in research for a book on General George Custer, but discovers that the papers he needs are not in the library. After he makes a scene, Emelia drags him to the park to witness the next round of the contest, in which both sisters are again selected, to Brooks's secret satisfaction. The next day, Peggy pretends to be sick to get out of the contest, but Emelia calls Dr. Wilcox. He gets the truth out of her, but agrees to keep her secret and recommends a few days of rest. Later, Tom asks Susan to help him make Peggy jealous. Although she is attracted to Tom herself, Susan acquiesces. To rid himself of the interfering Emelia, Brooks, meanwhile, hires the managerial Miss Zim to nurse Peggy. Then to pay her salary, he agrees to teach the class Stockwell has offered him. Peggy now feels doubly guilty for faking her illness. Meanwhile, Tom picks up Susan after school and drives her to the Mt. Wilson observatory. There he shows her the Rose Bowl football stadium through the telescope and, realizing that he is attracted to her, kisses her. Emelia quickly discovers that Zim has a weakness for pastries and uses her baking skills to get around her. She then brings Wilcox's partner to see Peggy, and he pronounces her healthy. Tired of lying, Peggy decides to tell Brooks the truth, despite the consequences, but Susan dissuades her. To Peggy's delight and Brooks's despair, Ohio State is selected to play in the Rose Bowl game on New Year's Day. During the talent round of the contest, Peggy accompanies her sister on the piano. Peggy purposely plays badly, hoping that Susan will be chosen over her. Her plan fails when one of the judges argues that Peggy showed great strength of character by supporting her sister, and both make it to the finals. On the train to California, Johnny sees Peggy's picture in the paper and when he learns that only unmarried women can be queen, he becomes greatly upset and flies to California ahead of his teammates. Back in Pasadena, Tom proposes to Susan, who admits her love for him, but states that she prefers to wait until after graduation. Johnny's arrival complicates things, and Peggy runs away. When Brooks finds her hidden wedding ring, Susan claims that it is hers. Now, to Susan's dismay, Emelia plans a big wedding reception for her and Tom. Meanwhile, Johnny persuades Peggy that they must face Brooks. Soon after, Susan is selected to be Rose Queen, but Emelia announces that she is ineligible because she is married. They then name the runner up--Peggy. Peggy, who has returned with Johnny, clears up the confusion and watches from the stands as Susan presides over the parade. When Emelia informs Brooks that Johnny, who plans to join Tom in the advertising business after graduation, owns the papers he needs to complete his book on Custer, he warmly accepts Johnny as his son-in-law.