On October 22, 2026, Choura Events welcomed 80 industry leaders, strategic partners and vendors to our warehouse at 540 Hawaii Avenue in Torrance, California, for TEAM 28. Our mission: bring Southern California’s best event and experiential companies together to prepare for opportunities around the 2028 Olympic and Paralympic Games.
Our region has extraordinary talent, experienced companies and people who know how to deliver live events. TEAM 28 is about connecting those capabilities around a shared opportunity - and keeping the potential benefits close to home.
For me, that starts with getting people in the same room and asking what we can accomplish together.
Start Collaborating Before the Opportunity Arrives
Large live events bring together many interconnected needs. Temporary structures, flooring, furniture, hospitality, logistics and experiential production all require coordination between teams.
For companies looking ahead to 2028, preparation starts with understanding where their expertise fits, which partners complement their capabilities and what they need to strengthen before an opportunity arrives.
That work takes time. Relationships need attention. Teams need to understand one another’s resources, standards and ways of working.
TEAM 28 created space for those conversations. Bringing industry leaders, strategic partners and vendors together gave us an opportunity to connect around how Southern California’s event community can prepare and contribute.
For event producers and brands planning experiences around 2028, the practical takeaway is to involve delivery partners early. Share the ambition while there is still time to work through the physical requirements, installation schedule and operational details.
Put Southern California’s Experience to Work
Local event companies bring knowledge earned through working here: understanding venues, coordinating deliveries, navigating site access and building relationships with crews and suppliers.
That experience helps teams ask useful questions early.
How will equipment reach the site? How much installation time is available? What flooring does the environment need? How will guests, service teams and production crews move through the space?
These decisions affect one another. A hospitality concept needs both a compelling design and a workable plan for building and operating it.
Connecting local infrastructure and experiential partners early helps bring those perspectives together. Through TEAM 28, we want to help regional companies build relationships that position them to contribute their expertise and support local employment.
Build Relationships Across the Entire Event Team
Successful live events depend on people with different responsibilities working toward the same outcome.
A producer considers the overall experience. A structure team works through the physical build. A furniture partner thinks about how guests will use the space. Logistics teams determine how equipment arrives and leaves.
The earlier those perspectives connect, the more informed the planning becomes.
For businesses preparing for future projects, a useful next step is to identify where collaboration could strengthen their offering. Be specific about capabilities, capacity and responsibilities. Understand where one team’s decisions affect another and establish clear points of contact.
Strong relationships make those conversations easier. TEAM 28 is an investment in building them before teams are working against a deadline.
Keep Community Part of the Conversation
During the gathering, I spoke with Don Rodriguez, CEO of the Boys & Girls Clubs of Long Beach. Community benefit was part of that conversation, including how our industry can support young people and local communities.
As we look toward 2028, we want community benefit to be part of the planning from the beginning.
Alongside the possibilities for local businesses and jobs, there is an opportunity to consider how our industry can support young people and the communities where we live and work. Meaningful impact requires follow-through, and our commitment is to keep that purpose connected to the work ahead.
TEAM 28. Better Together.
Our October gathering was a step toward a larger goal: a connected Southern California event industry, ready to explore opportunities and contribute its expertise as 2028 approaches.
At Choura, we build environments that bring people together. TEAM 28 carries that thinking into the relationships behind the work - connecting companies, sharing perspectives and keeping local impact at the center of the conversation.
Great things happen when we work together.
Talk with Choura about the temporary environments and partners behind your next event.
