Pasadena is positioned to be one of the busiest economic hubs during the 2028 Olympics, according to a new Los Angeles County analysis released Tuesday, Sept. 29.

The county's Department of Economic Opportunity (DEO) and Chief Executive Office published the 2028 Olympic & Paralympic Games Economic Impact Analysis and Goals Framework, first reported by Pasadena Now. The report projects the Games will produce more than $13 billion in direct spending and $19.2 billion in total economic output across the county between 2024 and 2028. It estimates more than 88,000 jobs will be supported over that period.

Pasadena will host two Olympic sports. The Rose Bowl Stadium will stage five final-round matches in the men's and women's soccer tournaments. The Rose Bowl Aquatics Center will host all Olympic diving competition.

The report, prepared by consultant HR&A Advisors, names Pasadena alongside downtown Los Angeles, Venice, Inglewood and Long Beach as the county's most active areas during the Games. Those zones combine event venues with hotels and transit connections. LAist reported that the analysis specifically calls out Old Town Pasadena as a tourist destination expected to be an active area for economic activity in summer 2028.

By contrast, communities hosting events but lacking tourist infrastructure risk becoming "passthrough areas" where visitors leave right after competition, the report found. Carson, Exposition Park, Pomona and City of Industry fall into that category.

The county and LA28, the Games' organizing committee, have set a goal of directing about 75% of local spending within the county and hiring 40% of workers locally. The DEO has already begun hosting procurement-readiness sessions to help small businesses compete for Olympic contracts. The department's Path to 2028 initiative, announced July 29, offers free workshops on vendor registration, business certifications, bid readiness and access to capital, targeting industries including tourism, hospitality, construction and transportation.

The report also projects $5.5 billion in public investment in regional infrastructure and a potential $1 billion boost in tourist spending above a typical summer. But it warns that without strategic planning, some attractions and cultural destinations may struggle to draw visitors during the Games.

Supervisor Holly Mitchell, who introduced the May 2024 motion that commissioned the study alongside Supervisor Hilda Solis, said in a statement that accountability will determine whether the Games benefit residents. Mitchell said that means setting real targets, tracking results and being honest with the public about shortfalls.

The Aquatics Center is already preparing. The Pasadena Star-News reported in August that the facility will relocate its programs beginning April 1, 2027, while crews upgrade the diving tower, pools and mechanical systems. Programs are expected to return in fall 2028. Olympic diving runs July 16 through July 28, 2028, with soccer gold medal matches scheduled for July 28 and July 29.