As preparations for the 2028 Olympic Games in Los Angeles intensify, a powerful hotel workers union, Unite Here Local 11, along with its partners, is ramping up demands that could reshape the city’s landscape.
On Thursday morning, they launched the “New Deal for Our Future” campaign outside the iconic Coliseum, which will host the Opening Ceremonies of the upcoming Games.
The union is advocating for a $5 billion investment from the International Olympic Committee (IOC) and the private organizing committee LA28 to develop affordable housing in Los Angeles.
In addition, their demands include a moratorium on Airbnb rentals throughout the city and a cessation of partnerships between the IOC and the short-term rental company.
Kurt Petersen, co-president of Unite Here Local 11, emphasized their leverage going into the Games, noting that numerous contracts held by the union with local hotels, airports, and stadiums are set to expire in 2028.
“If LA28 and their billionaire backers refuse to change course, we will take this fight to the streets and to the Games,” Petersen declared.
He added, “When the world’s eyes are on Los Angeles in 2028, we will not hesitate to strike.”
Tourism workers also turned out in support of the rally, expressing an expectation that the Olympic Games would translate into increased job opportunities for them, paired with a call for fair compensation.
Emmanuel Cabrera, a bellman at the Westin Bonaventure and an organizer with Unite Here, stated, “A lot of people are gonna stay in our hotels. We’re just asking for our fair share.”
In response to the rally, an LA28 spokesperson asserted that the Olympic and Paralympic Games would bring “good-paying jobs and real opportunities for working people in Los Angeles.”
However, the International Olympic Committee has not yet provided a comment regarding the union’s demands.
The backdrop of the “New Deal” campaign reveals a city engaged in a heated political battle, as various groups vie for influence in advance of the highly anticipated Olympic Games, less than three years away.
Earlier this year, the Los Angeles City Council enacted a $30 minimum wage for airport and hotel workers, igniting pushback from business interests supported by major airlines such as Delta and United Airlines.
This group initiated a referendum aimed at overturning the minimum wage law, which has direct ties to LA28.
In retaliation, Unite Here filed paperwork for new propositions, which include raising the minimum wage for all workers in Los Angeles, mandating public votes on new hotel and event space developments, and implementing a tax on companies whose CEO pay greatly surpasses that of workers.
Business interests then retaliated with their own ballot measure, seeking to abolish the city business tax that generates hundreds of millions of dollars annually.
The fate of these propositions is uncertain, but they have prompted increased vigilance among city officials.
Mayor Karen Bass cautioned that the elimination of the city business tax could disrupt essential city services.
Former City Councilmember Paul Krekorian, now overseeing Olympic preparations, stated that voting on event venues would pose significant challenges for Olympics planning.
Monica Lira, a 23-year-old worker earning approximately $21 per hour in a catering company at LAX, expressed mixed feelings about the upcoming Games.
“I’m really excited and also nervous because it’s more work for us too,” Lira said about the looming influx of tourists during the 2028 Olympics.
The political stakes extend beyond workforce issues; Airbnb has initiated efforts to expand its short-term rental footprint in Los Angeles, citing the city’s budget deficit and the forthcoming mega-events.
The campaign advocates for relaxing a city ordinance that currently limits homeowners from renting out secondary homes as short-term rentals.
Their website claims, “With hundreds of thousands of tourists planning to attend the 2026 World Cup, 2027 Super Bowl, and 2028 Olympics, L.A. has an opportunity to maximize the benefits of tourism to save city services.”
This effort enjoys support from a coalition that includes labor unions and community organizations.
Airbnb confirmed its involvement in the campaign, underscoring a commitment to providing affordable lodging options for visitors while generating city revenue without imposing taxes on residents.
In contrast, Unite Here’s “New Deal” proposal argues that Airbnb’s operations divert housing away from the long-term rental market, contributing to ongoing housing struggles for many Angelenos.
Airbnb’s Senior Public Policy Manager, Justin Wesson, stated, “Airbnb is focused on ensuring Los Angeles’ visitors have an affordable place to stay, while the city gets the revenue it needs to prevent cuts to public services — all without taxing Angelenos.”
Unite Here’s Kurt Petersen depicted a starkly different scenario regarding the financial aspects of the Games.
“LA28, as we speak, is literally auctioning off our city,” Petersen remarked.
He posed a provocative question to attendees, stating, “What’s next? Welcome to ‘Airbnb Los Angeles?’”
As LA28 maintains a commitment to privately fund the Olympics, the city remains liable should costs exceed initial projections.
LA28’s recent announcements indicate that, for the first time, the IOC is permitting naming rights for Olympic venues, an innovative strategy aimed at raising needed funds.
With corporations like Comcast and Honda already securing naming rights, LA28 President Casey Wasserman believes these partnerships will not only enhance revenue but also set a new commercial standard for future Olympic events.
The evolving dynamics surrounding the 2028 Olympics in Los Angeles reveal the interests at play and the confrontations that lie ahead, as the city’s workers and residents advocate for their needs amid the international spotlight.
image source from：laist
