Beverly Hills wants the Olympic marathon to run down its streets, is fielding requests from foreign governments to rent private homes, and will need to temporarily modify its own banner ordinance — all to get ready for the 2028 LA28 Games, still two years away.
The city's newly formed LA28 Standing Committee held its first dedicated meeting Monday, June 29, at City Hall, laying out a planning agenda that touches housing, security, transportation, arts programming, and how to welcome what city staff estimate will be more than five million visitors to the greater Los Angeles region.
Councilmembers Lester Friedman and Sharona Nazarian serve as liaisons on the committee, joined by Community Outreach Manager Magdalena Davis and Recreation Services Manager Matthew Brown, according to the meeting's staff report.
What's already on the table
City staff told the committee they have received initial proposals from countries interested in using Beverly Hills private homes as long-term hospitality houses during the Games. Romania has submitted a request, and the French Consulate has expressed interest in using its residence for events.
The Israeli Olympic Committee asked Beverly Hills to host a memorial for the 1972 Munich massacre, a cooperative event with the German and U.S. Olympic Committees that typically draws about 400 attendees, including heads of state. Both City Hall and the Wallis Annenberg Center for the Performing Arts are under consideration as venues.
The city's current banner policy and anti-advertising ordinance do not allow street pole designs that aren't co-branded with the city shield. To display official LA28 Olympic and Paralympic banners, both the policy and ordinance would require temporary modifications, the staff report states.
Marathon route and city priorities
Getting the Olympic marathon routed through Beverly Hills is a formal City Council strategic priority for fiscal year 2026-27, listed alongside security, transportation, and programming preparations in the council's adopted priorities document.
At a May 7 ad hoc meeting, staff updated liaisons on the city's application for LA28 programming activations. Future agenda items include the Olympic torch run, road race route considerations, and development of a city festival tied to the Games.
The economic picture
City staff project the 2028 Games will generate between $13 billion and $17 billion in regional economic impact, according to the June 29 staff report. Staff told the committee that Beverly Hills hotels are expected to be fully booked and restaurants will see peak reservation traffic, with corporations, Olympic delegations, and sponsors seeking out the city for events — even though no competitions will take place within city limits.
The Beverly Hills Conference and Visitors Bureau has already begun meeting with the LA28 organizing committee, coordinating with hotel partners, and developing marketing materials aimed at Olympic visitors and media, according to a February 2026 CVB liaison report.
What comes next
The LA28 Standing Committee plans to meet bimonthly, increasing to monthly sessions with quarterly reports to City Council as funding needs take shape. A Study Session on short-term rental policy adjustments for Olympic visitors is planned for summer 2026, though no specific date has been announced.
Other items in the pipeline: public watch party locations, events with Beverly Hills' four Sister Cities (Herzliya, Cannes, Acapulco, and Pudong), participation in the LA County-led Cultural Olympiad, and adjusting summer programming to incorporate Olympic themes.
City Manager Ryan Gohlich, who takes office Friday, July 4, told the Rotary Club of Beverly Hills on June 8 that the Olympics represent "an opportunity for people to see what Beverly Hills really is, not just what you see in the movies."
