LA28 CEO Reynold Hoover has a message for Angelenos complaining about high prices to attend various Olympic events — suck it up, more are on the way.
The $28 locals-only seats disappeared in minutes Wednesday, leaving fans frustrated and angry.
Residents venting online say they feel priced out before the Games even begin.
Major events, from gymnastics and swimming to track, field and tennis, have finals and qualifying rounds starting at $700, while some soccer qualifiers begin at $100. For many, pre-sales feel pointless if prices fluctuate this wildly.
“These are the biggest games in Olympic history,” Hoover said. “And so in order for us to be able to deliver a fiscally responsible, as well as a safe and secure Games, our ticket prices start at $28 and offer a range of pricing for everybody.”
“You may get on the website and you’re not gonna necessarily find the ticket at your price in this drop. There’ll be more drops coming,” he said.
The total number of $28 or sub-$100 tickets in future sales, including Thursday’s general release, remains unknown.
LA28 promises at least 1 million $28 tickets, but dynamic pricing could push prices higher later.
“We’re not using dynamic pricing in this round of ticket drops. We may adjust it in the future,” Hoover added.
For those shut out, volunteering offers another route in.
Through the official LA28 Volunteer Program, people can support community events now or register interest in Games-time roles in 2028.
Applications for Games-time volunteer positions are expected to open in summer 2026, and volunteers won’t be limited to Los Angeles, roles will be available at all venue locations, including outside the city.
The volunteer program, presented by Delta Air Lines, also supports community causes like wildfire recovery, hunger relief, youth sports and neighborhoods in need.
LA28 says prospective volunteers can register online and will be contacted by email as opportunities arise.
Even with the frustration over ticket costs, Hoover emphasized that sales are essential to delivering safe, secure and financially responsible Games in 2028.
