Los Angeles businesses experienced an unprecedented surge in customer traffic and beverage sales during the World Cup matches, providing a vital economic boost to local hospitality sectors still recovering from prior economic disruptions, according to local business owners and regional economic data.
World Cup Beer Sales Surge Across Los Angeles Bars
Pubs and restaurants reported capacity crowds throughout the international soccer tournament. At Ye Olde King’s Head in Santa Monica, lines formed four hours prior to kickoff as patrons ordered full English breakfasts, pints of Guinness, and sang national anthems, according to operations manager Lisa Powers. Powers noted that the influx arrived after a difficult period marked by pandemic recovery struggles and local wildfire impacts.
Data released by the Beer Institute showed that California venues experienced a 15% increase in beer sales across restaurants, bars, and stadiums during the tournament. That increase surpassed the bumps recorded in other host states and translated to the equivalent of nearly 5 million bottles of beer sold locally. In neighborhoods surrounding SoFi Stadium, select establishments reported selling two to three times their usual volume over comparable periods.
At Joxer Daly’s in Culver City, crowds overwhelmed the staff to the point that restaurant manager Eugene Ganly hired extra security. Ganly stated that during a match featuring Mexico, the establishment exhausted its beer inventory entirely and had to close early.
Economic Impact Falls Short of Initial Projections
Despite the strong performance in food and beverage sales, broader economic indicators revealed a more modest overall financial return for the Los Angeles region than early projections anticipated. A 2024 economic impact report estimated that the tournament would bring approximately 180,000 people to the area to sleep, eat and spend, and could bring hundreds of millions of dollars to the L.A. region.
Stafford Nichols, a research manager at Beacon Economics—which helped with the financial analysis in L.A.’s 2028 Olympics bid—stated that initial hotel revenue projections estimated a $160 million increase. According to Nichols, the actual increase landed closer to $100 million, representing a 10% rise compared to the previous year. Nichols’ analysis indicated that this revenue growth could be attributed more to hotels raising their rates than to an increase in occupants.
“The World Cup was good, it was helpful, but it wasn’t probably great,” Nichols said, adding that it seems like we charged a lot.
Lessons Learned for Los Angeles 2028 Olympics
Regional planners are utilizing data and operational insights gathered during the World Cup to prepare for 2028. Stephen Cheung, the chief executive of the Los Angeles County Economic Development Corp., emphasized that the success of watch parties and other events at places all over the county were a sign of the potential.
“What needs to happen now is more education so that the businesses actually understand the scope,” Cheung said.
Looking ahead to the Olympics, Nichols cautioned policymakers to be wary of increasing taxes and pay attention to how international tourists will respond to price hikes. Avoiding excessive cost burdens, he noted, will help maintain a welcoming atmosphere and in the Olympics that could actually ultimately prove to be a longer-term economic benefit.
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