By Jorge Casuso
June 18, 2025 -- Santa Monica may not be hosting beach volleyball during the 2028 Summer Olympics, but it could cash in and get plenty of global attention as a satellite hub for the games.
Under a proposal from the Austrian agency Hochsitz the City Council will consider on Tuesday, portions of Crescent Bay Park and Beach Parking Lot 4 South in Ocean Park will be the site for a satellite broadcast center and two hospitality houses.
The three structures would "attract international media, government dignitaries, sponsors, and Olympic stakeholders to Santa Monica, generating global exposure for our beachfront and iconic Pier," staff wrote in a report to the Council.
"This project represents a once-in-a-generation opportunity to showcase Santa Monica to a global audience through live international broadcasts, high-profile hospitality activations, and curated cultural programming," the City Manager's office wrote.
"Such visibility has the potential to elevate the City’s global profile, generate increased tourism, and drive substantial economic activity for local businesses."
During the Olympics, the country and hospitality houses would provide "dedicated spaces hosted by national Olympic committees, governments, or major brands to celebrate culture, foster international relations, and engage with athletes, dignitaries, media, and the public."
"These venues attract significant foot traffic, generate international media coverage, and contribute to the local economy through tourism, hospitality, and event-related spending," staff wrote.
Under the proposed Exclusive Negotiating Agreement (ENA), Hochsitz would deposit $50,000 to cover the City's negotiating costs and have 180 days to negotiate with two 90-day extensions if both parties agree.
During negotiations, the City "would seek provisions in the future license agreement that direct substantial economic benefit to Santa Monica, including local hire," staff wrote.
"If an agreement is reached, staff would negotiate provisions requiring event staff and crew to stay in Santa Monica hotels and prioritize the use of local restaurants, retail businesses, and services.
The terms would ensure "that a significant share of the economic benefit remains within our community," staff said.
Hochsitz has installed brand event activation spaces for the Winter Olympics in Sochi 2014 and Pyeongchang 2018 and the Summer Olympics in Rio 2016, Tokyo 2020 and Paris 2024.
The negotiations come after Santa Monica's dream of hosting beach volleyball was dashed in April after the City and LA28, the organizing committee for the 2028 Games, failed to reach a deal ("Santa Monica Won't Host Beach Volleyball at 2028 Olympic Games," April 8, 2025).
After two years of "good-faith efforts," the parties were unable to agree to terms "around community benefits, operational details and financial guarantees" that would "benefit both the Santa Monica community and work for LA28," City officials said.
At the time, staff said the City would focus on opportunities to cash in that could include "hospitality houses for numerous countries, broadcast centers, practice venues and watch parties."
The final terms of the license agreement with Hochsitz, "including rent, design approval, and community benefits," would be presented to Council for approval.
