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From the Super Bowl to the Olympics: how the LA Sports & Entertainment Commission plans to shape a decade of major events

Los Angeles has one of the world’s most enviable line-ups of marquee sport and entertainment events – in coming years the MLB All-Star Game, the Grammy Awards, Super Bowl LVI, the NCAA Men’s West Regional and College Football National Championship Play-Off, the US Open, the FIFA World Cup in 2026 and Los Angeles Summer Olympics in 2028 will visit LA.

In total, well over one million people are slated to attend sporting events in LASEC’s calendar over the coming years – a massive influx that will need to be supported with a huge volunteer recruitment effort.

We spoke to Allison Citelli, Senior Director, Events & Business Development at LA Sport & Entertainment Commission, about the integral role Rosterfy will play in the next decade of major events for LA.

Founded over 20 years ago, the Los Angeles Sports & Entertainment Commission (LASEC) attracts major sporting and entertainment events that bring a significant number of domestic and international overnight visitors to Los Angeles. Once an event has officially committed to Los Angeles as the host destination, LASEC works creatively to generate awareness, support and promote the event so it is successful in Los Angeles and wants to return to the city in the future.

“Our interest in Rosterfy began because of the thousands of volunteers we’ll be working to recruit, to support our major event schedule over the next decade in Los Angeles. We’re hoping to take advantage of the lead time we have and are learning best practices from other host committees and organizations that have successfully utilized the platform,” says Allison Citelli, Senior Director, Events & Business Development.  In the meantime, the team has been utilizing Rosterfy for their LASEC-hosted events.

“We typically work with 75 to 100 volunteers on each of our LASEC annual events.  We are really focused on making sure our volunteers feel appreciated and engaged in our mission and the work we are doing.”

According to Citelli, LASEC has already started to reap the rewards of the platform, including an uplift in engagement and increased efficiency. The automation has freed the organization from having to manually manage its volunteer database and led to a better understanding of the volunteers through Rosterfy’s analytics and data tools.

To learn more on the topic, take a look at how LA will be the 'centre of the sporting universe' for the next decade.