The Small Business Assistance Task Force Committee met on Aug. 25 to discuss preparedness for the 2028 Olympic and Paralympic Games. In particular, members emphasized the need to ensure that the expected influx of visitors benefits businesses throughout Beverly Hills, not just those along Rodeo Drive.
“We know Rodeo is going to be fantastic and they’ve got the resources to make that happen. How do we expand that out to show all of Beverly Hills? I’m very enthusiastic about the opportunities here,” said Shari Andres, owner of Epiphany Boutique, located on South Beverly.
The 2028 Olympic Games are scheduled for July 14-30, followed by the Paralympic Games from Aug. 15-27. City staff told the committee that numerous venues will be located near Beverly Hills, including Riviera Country Club and venues on the Westside and in downtown Los Angeles. Big-ticket events that will take place near Beverly Hills include artistic gymnastics and fencing.
Councilmember Sharona Nazarian pushed task force members to move from brainstorming to concrete plans for attracting visitors and directing them toward local businesses.
“Time is of the essence. And I think what’s most important right now is that we get organized and we start,” she noted.
Magdalena Davis Jones, the city’s community outreach manager, outlined several potential city-led programs, including a communitywide Olympics Day, watch parties, cultural programming, a possible Festival of Beverly Hills activation and events tied to the Paralympics and adaptive sports.
The city has also applied to participate in the Olympic Torch Run, although planning for that event has not yet begun. Officials are considering a larger watch party or concert, potentially at La Cienega baseball fields, as well as partnerships with neighboring municipalities and local sports organizations.
Merchandise was another major focus of the discussion. The city is looking for local partners that could manufacture or sell LA28-related merchandise, including apparel, souvenirs and commemorative pins. Businesses could potentially sell Beverly Hills-branded Olympic merchandise at their stores, while the city is also considering pop-ups at locations such as the Visitor Center and Farmers’ Market.
“What is going to make people go, wow, Beverly Hills was such an incredible visit, and that’s why they’re buying the swag and the souvenirs, like a little bracelet or whatever, shopping, because they want to take away something that reminded them of how much fun they had when they were with us,” said Tara Riceberg.
The city cautioned businesses about Olympic trademarks, noting that the Olympic rings are owned by the International Olympic Committee. Businesses interested in Olympic-related merchandise or promotions will need to work through authorized partnerships rather than use protected trademarks independently.
The Los Angeles County Department of Economic Opportunity is also planning a Path to 28 opportunity workshop for Westside businesses on Oct. 8 in West Hollywood. The workshop will focus largely on how local businesses can become suppliers or vendors for the Games, including opportunities connected to venues, the Olympic Village and hospitality houses.
Councilmember Rebecca Pynoos suggested creating a map or brochure of Beverly Hills’ small businesses that could be distributed through local hotels. With hotels expected to see significant demand during the Games, Pynoos said the city should make it easier for visitors to discover businesses outside the city’s most recognizable shopping districts.
The idea received support from the Chamber of Commerce, which is already exploring an electronic directory that could allow visitors to search for businesses by category using a QR code. Chamber President and CEO Todd Johnson said the model could be tested during a promotional period around the Golden Globes and later expanded for the Olympics.
Business owners also proposed a range of physical improvements and events. Suggestions included deeper sidewalk cleaning, additional signage and water stations, traffic-calming measures, shade structures and pedestrian activations.
One proposal called for turning Rodeo Drive into a pedestrian zone during the Games, with cafes, fashion shows and music. Other suggestions included an international food festival, additional Olympic merchandise sales at the farmers market and photo installations designed to give visitors recognizable Beverly Hills backdrops.
Several members also stressed the importance of neighborhoods outside Rodeo Drive. Chamber officials said they want to incorporate South Beverly, Robertson, La Cienega and the area near the Peninsula into Olympic-related programming.
The committee also discussed the importance of Metro stations, which could become major gateways for visitors traveling to Olympic venues in downtown Los Angeles and at Dodger Stadium. Business owners said those areas should receive attention as part of the city’s visitor strategy.
Nazarian ultimately challenged the Small Business Assistance Task Force Committee to develop a specific small-business plan for LA28.
“We keep talking about it. Now we need to have a plan. We need to say, this is the structure. These are the things that we propose. This is how we’re going to reach out. These are the options for the businesses. This is how we’re going to move forward … it’s enough about ideas now. It’s about setting the plan,” Nazarian said.
Johnson accepted the challenge and said the Chamber would prepare an outline and structure to present at the city’s next LA28 meeting on Sept. 17.
The Chamber is also still working to determine how much funding will be available for Olympic-related programming. Nazarian said a budget needs to be established before the city and its partners can determine how to move forward.
“I’ve tried to bring that up several times [to the Chamber] because we’re kind of working backwards. We need to have a budget in place to know how to move forward. The Chamber’s budget is separate from the city’s.”
Another item discussed at the meeting was the NOW Beverly Hills social media program.
Sarah Meier of NOW Beverly Hills said the city is continuing the Hidden in the Hills campaign, which highlights businesses and hidden gems across specific Beverly Hills neighborhoods.
NOW Beverly Hills started a monthly newsletter last month with more than 7,000 subscribers that shows events, openings and local businesses across Beverly Hills.
The program is open to every Beverly Hills business regardless of Chamber membership.
