The destination is pairing tournament-inspired menus with fashion and social content as it seeks to shape how visitors experience Los Angeles during the 2026 World Cup.
Beverly Hills Conference & Visitors Bureau, also known as BHCVB, is positioning Beverly Hills as a between-match destination for the 2026 World Cup, combining tournament-themed dining, merchandise and digital content. The programme is scheduled to run across the city as Los Angeles prepares to host the event. Its approach treats the tournament not only as a sporting occasion but also as a platform for hospitality, fashion and international food experiences.
The central activation, Culinary Goals, is scheduled for June 12 through July 10, 2026, with participating hotels and restaurants offering limited-time dishes and cocktails inspired by countries competing in the tournament. The release describes the programme as a way for guests to encounter global flavours through Beverly Hills’ existing culinary scene. Offerings range from small plates and happy-hour menus to more elaborate match-viewing settings.
Participating venues include Viviane Restaurant at Avalon Beverly Hills, CUT Lounge at the Beverly Wilshire, L’Ermitage Beverly Hills, Marea Beverly Hills and rooftop venues at SIXTY Beverly Hills and The Beverly Hilton. The Polo Lounge at The Beverly Hills Hotel is offering two limited-edition cocktails, while The Maybourne Beverly Hills, The Peninsula Beverly Hills and other partners are presenting menus built around dishes associated with several World Cup nations. The release lists items including Wagyu sliders, Belgian-style moules frites, Turkish döner kebab, Swiss rösti bites and Paraguayan-inspired dishes.
The campaign also extends into retail and content. BHCVB has launched the Beverly Hills Football Club Limited Edition Collection, featuring a custom design pairing a football with the Beverly Hills shield alongside crewnecks, joggers and a black-and-gold jersey. Two new football-themed episodes of Cuisine & Couture are scheduled to appear on the Love Beverly Hills social channels in June and July, following Tiffany Ma and Matt Fine as they visit four hotels and restaurants and meet chefs and mixologists involved in Culinary Goals.
Taken together, the programme gives Beverly Hills several ways to participate in the World Cup without relying solely on match attendance. Food, apparel and short-form video connect the event to the city’s hospitality offer and provide different entry points for visitors and local audiences. For BHCVB, the release presents the tournament as a broad destination-marketing opportunity, with the city’s established restaurants, hotels and brand identity carrying the celebration beyond the stadium.
