Happening in California 31.17
Welcome to Happening in California, a brief look at political news, insights, and analysis of the world’s fifth-largest economy.
Did you watch the Super Bowl? I know it’s been a few weeks, but it still has me thinking. Not of the game itself, but the spotlight it shined on California …
… a sunny, 84-degree day — perfect weather. The iconic shots of Venice Beach and the Griffith Observatory overlooking the L.A. skyline. The $5 billion, privately-funded SoFi Stadium whose field lies 100 feet below ground level. And, of course, the halftime show that showcased SoCal’s hip-hop scene.
It was a great moment for the state, but a bigger one is on the horizon …
Cheers,
Tom Ross | President and CEO | Swing Strategies
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The Big Picture: Los Angeles will host the Summer Olympics in 2028 — bringing the Games back to the U.S. for the first time in more than a quarter of a century.
In 2028, Los Angeles will join London and Paris as the only cities to ever host three Summer Olympic Games ...
… and Los Angeles will do so using all existing stadiums and venues across the Los Angeles region. Known as LA28, the Games will take advantage of all that Southern California has to offer.
Utilizing private financing, LA28 is projected to generate up to $10 billion in additional economic output for the local economy. But, that’s not the biggest benefit …
LA28 will put Southern California on a world stage at a time when the power of storytelling has never been greater with video and social media.
The best of Los Angeles will be on display — from its iconic beaches and world-class sports venues to its diverse cultures, food, and neighborhoods. Streamed to televisions and screens across the world, LA28 has the potential to inspire a new level of travel to California …
… and in California, travel is a big deal.
California is already the top tourist destination in the United States. In fact, prior to the pandemic, international visitor spending in California made tourism the state’s second largest export.
The Bottom Line: The 2028 Summer Olympics represent a once-in-a-generation moment for Los Angeles.
It won’t just be medals at stake, but the potential to grow California tourism to new heights.