#United States #Los Angeles #Olympic Games #Los Angeles 2028 #ACC Research

A New Gold Standard: Redefining Olympic Success in Los Angeles 2028

As the 2028 Olympic and Paralympic Games approach, Los Angeles finds itself at the center of a pivotal shift in how success is defined. Recent research conducted by the Acceleration Community of Companies (ACC) reveals that for many Americans, the pride associated with the Games transcends mere gold medals and medal counts. Instead, it hinges on the experience of hospitality towards international guests and cultural exchanges.

At a revealing presentation during the USC Next Level Sports Conference, findings from the study suggest that 26% of Americans feel a greater sense of pride when international visitors express feeling welcomed by the United States, compared to only 19% who take pride in Team USA potentially winning the highest number of medals. This insight symbolizes a broader cultural trend where the Olympic Games are viewed as a global gathering rather than simply a sports competition.

Highlighting Cultural Values

In the report titled "The People's Games: What Americans Want from Los Angeles in 2028" and conducted in partnership with YouGov, the objectives of the Games are suggested to be evolving. Instead of the traditional metric of success based on athletic performance, there is a growing appetite for connection, cultural representation, and community involvement.

Willow Bay, Dean of the USC Annenberg School for Communication and Journalism, emphasized this new outlook: "The ongoing collaboration between ACC and USC Annenberg combines academic research and industry expertise to better understand what people want from LA28." The Olympics are seen as a platform not just to celebrate sports but to showcase the vibrant culture of Los Angeles itself.

Concerns About Accessibility

Despite the enthusiasm, the study does suggest some concerns about accessibility. About 58% of Los Angeles adults expressed worries that many of the premier experiences associated with LA28 may not be easily available to average residents. As part of the strategy to involve everyday Angelenos, the report highlights the role of public events, with 50% of U.S. adults interested in attending free public events to feel part of the excitement.

Brand Engagement Expectations

Furthermore, the findings indicate that many Americans expect brands to play a vital role in making the Games accessible. About 73% of those surveyed indicated a preference for brands that help make tickets, transportation, and food more affordable instead of promoting additional experiences. This indicates a significant marketing opportunity for brands aligned with the ethos of community and inclusiveness.

Showcasing Local Diversity

The report also suggests that one of the key attractions of the LA28 Games could be a celebration of the city's diversity. 35% of Americans expressed a desire for the Games to highlight Los Angeles' multicultural tapestry, while others expressed interest in everyday life experiences, food cultures, and neighborhoods beyond Hollywood and the beach.

Conclusion

The upcoming LA28 Games represent a unique opportunity to redefine the legacy of the Olympics in the United States. This research illuminates the evolving mindset of Americans as they increasingly value inclusivity, cultural connection, and the spirit of community over traditional metrics of victory. As Los Angeles gears up to welcome the world, it is crucial for organizers, brands, and local communities to craft narrative experiences that truly engage and inspire participants and spectators alike.

The findings will be publicly disclosed at 2:30 p.m. PT today during the USC Next Level Sports conference hosted at the Intuit Dome in Inglewood, CA. In a bid to bridge cultural and sporting worlds, major discussions around the implications of this research are set to unfold. For those interested in viewing the complete research report, it is available at accelerationcc.com/intelligence.