STAFF REPORT
Meeting Date: March 4, 2026
To: Honorable Mayor & City Council
From: Keith Sterling, Deputy City Manager
Stephanie Harris, Director of Community Services
Subject: Recommendations by the FIFA World Cup and LA28 Ad Hoc for City Activations
Attachments: 1. City Pin Sample
2. World Cup Art Contest
INTRODUCTION
The FIFA World Cup 2026 and LA 2028 Olympics Council Ad Hoc consisting of Mayor Nazarian and Vice Mayor Corman has been established to discuss opportunities for partnerships and programs around both events taking place in the Los Angeles area, with FIFA World Cup happening first, in summer 2026.
The Beverly Hills Conference & Visitors Bureau, Chamber of Commerce and the Rodeo Drive Committee continue to work with staff to discuss items related to programming and trends related to these regional events, and to brainstorm how to attract people to Beverly Hills during these global events happening around the region.
DISCUSSION
Over the next several years, several globally attended large-scale sporting events will be held in and around the greater Los Angeles area. These events kick off in Summer 2026 with the FIFA World Cup taking place at SoFi Stadium in Inglewood (Los Angeles area) beginning June 12th through July 10th, 2026.
The FIFA World Cup 2026 and LA 2028 Olympics Council Ad Hoc have recommended the following proposals for events and activations to take place for FIFA World Cup this summer:
2026 FIFA WORLD CUP ACTIVATIONS AND PROGRAMS
Beverly Hills Conference & Visitors Bureau Merchandise Proposal • The Beverly Hills Conference & Visitors Bureau will procure a collection of limitededition merchandise at varying price points to be sold at various locations and City events leading up to the FIFA World Cup and throughout the tournament.
Meeting Date: March 4, 2026
• It should be noted that while inspired by FIFA World Cup 2026, it cannot include specific FIFA World Cup branding due to licensing requirements, instead focusing on a unique “Beverly Hills Football - 2026” motif with a soccer ball and the Beverly Hills shield.
• Approval is needed at the March 4 Council meeting to ensure production in time for the World Cup.
Beverly Hills Shield Pin Proposal
In addition to CVB Merchandise, the Ad Hoc has supported a City shield pin (Attachment 1) to celebrate the arrival of the World Cup with a soccer ball and ‘2026’, which can be a commemorative item passed out at events similar to other City pins. The cost associated with this is approximately $5,000 for 3,000 pins.
Comprehensive Marketing and Placemaking Campaign
• To position Beverly Hills as a premier destination for visitors during the 2026 World Cup, the campaign promotes opportunities to experience the City through curated events, cultural engagement, art, design, and digital storytelling—encouraging visitation before matches, between games, and throughout the tournament.
As part of initial brand exploration, preliminary campaign taglines have been developed and shared:
“Elevate Your Game in Beverly Hills”
“Watch the World Cup in World-Class Style”
• This campaign is proposed to be managed by vendor PSM, who has supplied a full proposal at a cost of $12,000. PSM manages the NOW Beverly Hills shop local partnership program between the Chamber and City, and would manage this expansion of graphic design, social media content and business features. • Concurrently, the CVB is marketing a ‘Travel Like a Champion’ campaign to visitors, travel trade, and MICE (meeting, incentive, conferences, events) planners, per their workplan.
Rodeo Drive Bollard Slipcovers
Wrapping the Rodeo Drive Spheres for World Cup as soccer balls making for a photo opportunity on the iconic Rodeo Drive. The Ad Hoc recommended moving forward with the bollards at the intersections of Rodeo Drive. Fabrication and the installation of 20 slipcovers is recommended at this time by the Ad Hoc. The cost associated with this is approximately $14,500.
Public Watch Party @ Beverly Cañon Gardens and/or Crescent Drive • The Ad Hoc was interested in hosting free public watch-parties in Beverly Cañon Gardens allowing the community to gather and enjoy matches in a similar setting and scale to the summer Concerts on Canon program.
• Staff will present a series of possible games to consider that may be of interest to the community to gather and watch, and costs associated with hosting watch parties for Council’s consideration. Initially, interest around a watch party for the Belgium v. Iran match was discussed; however, due to the overlap with the Rodeo Drive Concours d’Elegance Father’s Day Car Show, other matches on different dates will be presented for consideration and direction.
Meeting Date: March 4, 2026
• Costs associated with the public watch parties will be presented at the Council meeting for consideration. Fees associated with the rental of the screens, sound, security and staffing will be included.
Community Watch Party at Roxbury Community Center
• This free watch party will be promoted to the senior community at Roxbury Community Center and is recommended to take place on Sunday, June 21, 2026, in the Multi-purpose Room, centered around the Belgium v. Iran match. This event will begin at 11am where community members will be invited to participate in soccer-themed games, big games (oversized Jenga or Connect Four) and soccerthemed crafts. • Two food trucks will be parked in the Community Center parking lot to provide the community with an opportunity to purchase food.
• The afternoon could be extended with a soccer-themed Bingo game with additional prizes, or the screening of a soccer-themed family movie. • Additionally, Staff is proposing to have all FIFA World Cup games (including matches played in the other host cities) streaming on the TV monitor in the Magnolia Room during the tournament. This can also provide entertainment for the seniors at the weekday congregate meal program. The cost associated with this is approximately $4,000.
Branded Photo-Ops
• Los Angeles Sports and Entertainment Commission (LASEC) has an opportunity to bring oversized soccer balls to serve as photo backdrops, fabricated in various sizes, from approximately 4-feet to 8-feet across.
• Ad Hoc recommended at least two (2) large soccer balls, potentially at the Lily Pond and perhaps the location of the watch parties or possibly located on Rodeo Drive at Two Rodeo.
• The Ad Hoc recommended a Beverly Hills branded element, such as our shield sign, be included in the final design. The cost associated with two (2) large soccer balls is approximately $10,000.
World Cup themed art competition
The Arts and Culture Commission voted to adopt the draft of the “Call to Artists – World Cup Poster Contest” (Attachment 2) in advance of the 2026 World Cup in Los Angeles. If supported by City Council, the contest would open to artists on March 9, 2026, and close on April 15, 2026. This would be followed by a review and selection process to produce and print the winning posters for display around City events and programs, leading up to, and during the 2026 World Cup.
Festival Beverly Hills – Sunday, July 12
• Curate the 4
th annual event to focus on music, activations, and performances representative of the various cultures and nations playing in FIFA World Cup matches in Los Angeles. Staff is working to secure participation with a professional soccer player (past or present) to participate in a soccer kicking activation during the Festival Beverly Hills program.
Meeting Date: March 4, 2026
• The above programming cost is anticipated to be absorbed within the existing Festival Beverly Hills or Community Services budget.
Local Business Activations and Promotions
• The Chamber sent out a letter on January 29, 2026, to their database of emails, requesting feedback from the business community and suggesting ideas how the City can collaborate with our community to create and promote exciting events to bring a vibrant and safe experience to our City that engages residents, businesses and tourists.
• The Chamber reports receiving between 25 and 30 responses from several different businesses. Many restaurants are interested in participating in some type of special for the people here for the events. The Chamber will continue to liaise with and manage marketing campaigns that cross-promote local businesses.
FISCAL IMPACT
The fiscal impact for each of the recommended events and activations to take place for FIFA World Cup is estimated at $54,600. The costs related to the watch parties in Beverly Canon Gardens have not been determined and will be presented to City Council for consideration.
Beverly Hills Shield Pin Proposal $ 5,000
Comprehensive Marketing and Placemaking Campaign $ 12,000 Rodeo Drive Bollard Slipcovers $ 14,500
Public Watch Party @ Beverly Cañon Gardens and/or Crescent Drive TBD
Community Watch Party at Roxbury Community Center $ 4,000 Branded Photo-Ops $10,000
20% Contingency $ 9,100
Total Funding Required, Excluding Public Watch Parties $54,600
RECOMMENDATION
Staff is seeking direction from the full City Council on the Ad Hoc recommendations for events and activations to take place for FIFA World Cup this summer. Staff will return to City Council with an appropriation request for the final approved program elements on the consent calendar at the next City Council meeting.
Stephanie Harris,
Director of Community Services
Approved By
CITY OF BEVERLY HILLS
COMMUNITY SERVICES DEPARTMENT
Arts and Culture Commission
Work Plan (2026 World Cup & Olympics Programming)
DRAFT: Call to Artists proposal
CALL TO ARTISTS – WORLD CUP POSTER CONTEST
The City of Beverly Hills Arts and Culture Commission invites Los Angeles County-based artists and student artists to submit an original 2D artwork (digital illustration, graphic design, or similar) celebrating the 2026 FIFA World Cup.
Selected artwork will be featured at several summer events including, but not limited to, the weekly Concerts on Canon series and Festival Beverly Hills, the City’s multi-disciplinary arts and performance festival. Selected artwork may also appear on select City marketing collateral, and on various digital platforms (City website and social media).
The artwork proposal should be a full-color image designed for standard frame sizes 18” x 24” or 24” x 36”.
PLEASE NOTE: The artwork should NOT include the FIFA logo, or any otherwise trademarked images, including the City of Beverly Hills Shield, and must be original artwork created by the artist.
POSTER CONCEPT
Long a hub for international travelers, the City of Beverly Hills looks forward to welcoming the global community to the region for the 2026 FIFA World Cup. The Arts and Culture Commission seeks to recognize regional artists whose work celebrates the “beautiful game,” while capturing the distinct and creative spirit of Beverly Hills.
ELIGIBILITY
This is an open call to individual artists living in Los Angeles County. Applicants will indicate whether they are applying in the Student category or the General Artist category. • Student Category: Individuals under the age of 18
• General Artist Category: Individuals 18 years of age and older Curators, artist representatives, non-profit organizations, galleries and/or museums are not eligible for this opportunity. City of Beverly Hills elected and appointed officials, and its employees are not eligible to apply.
BUDGET
A winning poster design will be selected in each of the following categories. • Student category
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• General Artist category
The selected artists will receive a design award of $200 in the Student category and $300 in the General Artist category. The City of Beverly Hills will cover the cost of printing, installation, de-installation, and professional photographic documentation of the exhibition at no additional cost to the artist. Selected artists will work with staff to refine their proposal into an appropriately sized file for print.
DEADLINE
Applications must be submitted no later than 5:00 PM PT on Wednesday, April 15, 2026.
SELECTION PROCESS
Artwork will be evaluated based on the following criteria:
a) Design quality, originality, and visual impact.
b) Ability to reflect the Poster Concept in an aesthetically and technically compelling way
c) Artistic merit as demonstrated through the submitted artwork and artist’s statement.
The Arts Education, World Cup, and Cultural Olympiad Ad Hoc, of the Arts and Culture Commission, will review the poster project proposals, received through this Call to Artists.
The Ad Hoc will provide its recommendation for review and approval to the Arts and Culture Commission, which will then be presented to the full City Council for review and approval.
Following that review and approval process, City staff will notify all applicants of the decision within 14 days.
Incomplete applications will not be considered. The Arts and Culture Commission through its Ad Hoc reserves the right to recommend changes to a project proposal in coordination with the artist. Any selected artwork may be altered or amended as needed to accommodate the needs of the City of Beverly Hills for the final display, or otherwise.
SCHEDULE
March 9, 2026: Artists Opportunity Opens
April 15, 2026: Application Deadline
April 22, 2026: Application Review
May 12, 2026: Arts + Culture Commission Approval followed by City Council Approval
Summer 2026: Posters printed and featured during City programming including Festival Beverly Hills and Concerts on Cañon
APPLICATION
For this specific opportunity the Arts and Cultural Commission seeks proposals that creatively and uniquely celebrate the World Cup in Los Angeles County through contemporary artistic means.
Applicants may only submit ONE artwork for consideration, which may include:
ARTIST NAME:
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ARTIST ADDRESS:
EMAIL:
BUSINESS/PROFESSIONAL PORTFOLIO WEBSITE AND INSTAGRAM:
ARTIST STATEMENT: Please provide a brief statement (maximum 350 words) describing your artistic practice and how the proposed artwork celebrates the 2026 FIFA World Cup while reflecting the City of Beverly Hills
ARTWORK INFORMATION: Artwork title, media, year of completion.
ARTWORK SUBMISSION REQUIREMENTS:
• Submit JPG images only.
• Each image must be at least 1200 pixels on the longest side (for on‑screen judging). • Maximum file size: 5 MB per image.
• No watermarks or added text on the image.
Print-quality requirement (must be available)
By applying, artists confirm they will submit work that meets these minimums for printing:
• Suitable for printing at poster size (up to 24×36 inches or similar). • At least 150–300 dpi at final print size (for example, 3600–7200 pixels on the shortest side for large posters).
• JPG or TIFF file, color.
Note: Artists whose files are not large enough for high‑quality poster printing may be disqualified and replaced with an alternate selection.
Please upload one full-color image (JPG or PDF), high-resolution digital file, (5MB maximum).
Applicant Data Survey
This section is optional. Individual responses to these questions are not shared during the application review. The information requested below is CONFIDENTIAL and will be used for internal purposes only to better capture and understand the population we serve. As such, the information you provide may be used in summary statistics. • What is the zip code of your primary residence?
• How did you learn about this art opportunity? (Select all that apply.) • What is your age?
CITY OF BEVERLY HILLS
The City of Beverly Hills, California is one of the world's most celebrated communities.
Located within 5.7 square miles in the heart of Southern California, it is home to approximately 35,000 residents and hosts millions of visitors each year. • The mission of the Arts and Culture Commission is to promote and nurture the arts and cultural life of the City of Beverly Hills. It achieves its mission by: Increasing the 4 of 4
visibility and awareness of arts and culture in Beverly Hills and is supported by the Arts and Culture Division within the City of Beverly Hills Community Services Department.
• Expanding awareness of cultural facilities and spaces in Beverly Hills • Encouraging more arts and cultural activities in Beverly Hills.
QUESTIONS
• For questions regarding this Call to Artists, please contact: Matthew Brown, Recreation Services Manager via email at [email protected]
STATEMENTS
• The City of Beverly Hills reserves the right to cancel or postpone this Call to Artists at any time.
• The City of Beverly Hills reserves the right to photograph, videotape, and distribute images of the World Cup Poster Contest artwork installation for non-commercial purposes. The City of Beverly Hills reserves the right to remove and/or relocate all artworks commissioned as a result of this Call to Artists.