Downtown LA: The Urban Core of the 2028 Games
While the 2028 Summer Games spread across the entire LA metro, Downtown LA is the dense, walkable urban core where energy concentrates after dark and between sessions. Anchored by Crypto.com Arena, the sprawling L.A. Live entertainment complex, and the Los Angeles Convention Center, DTLA delivers the kind of constant, vertical foot traffic that simply does not exist in the rest of the region.
The Figueroa corridor, the Microsoft Theater, the cluster of hotels, restaurants, and rooftop bars, and the steady churn of visitors and locals make Downtown a 24-hour activation environment. Add the South Park district, the buzzing Arts District just to the east, and the Metro rail interchange at the heart of it all, and Downtown becomes the single most concentrated mix of commerce, entertainment, and transit in Los Angeles.
Street Teams Co staffs Downtown LA year-round and knows its rhythms intimately, from the lunchtime office crowds to the post-session surge that floods L.A. Live and the surrounding bars. Our brand ambassadors and event staff understand where to position for visibility, how to navigate Downtown's permit landscape, and how to engage an audience that is equal parts international visitor and savvy Angeleno.
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Downtown LA fills fast during major events, and so does the local talent pool. Tell us your activation goals and we will build a custom DTLA staffing plan.
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Downtown LA packs more high-value activation surface into a few walkable blocks than anywhere else in the metro. Here is where brands win:
- Crypto.com Arena perimeter — Engage the dense crowds arriving and departing the arena for indoor sessions with street teams and brand ambassadors at the gates and surrounding plazas.
- L.A. Live plaza activations — The open-air entertainment complex is built for dwell time, making it ideal for experiential brand zones, photo activations, and hospitality staffing.
- Convention Center foot traffic — The LACC anchors large-scale gatherings and overflow events, drawing steady badge-wearing crowds perfect for sampling and lead capture.
- South Park & Figueroa corridor — The residential-and-hotel density of South Park keeps the streets active around the clock for grassroots street teams.
- Arts District spillover — The creative, social-first crowd in the nearby Arts District is a natural fit for guerrilla marketing and shareable installations.
- Metro transit interchange — As the rail hub of the region, Downtown's stations are captive-audience choke points for intercept-style brand ambassador deployments.
Downtown LA draws one of the most international crowds in the metro, blending global visitors with LA's own deeply multilingual population. The majority of our available Downtown staff are fully bilingual in English and Spanish, and we source Korean, Mandarin, Japanese, French, and additional languages to ensure your activation connects with every segment of the Downtown crowd during the 2028 Games.