Introducing Up Hill Concierge: A Curated Hospitality Experience for Global Guests Arriving in LA Ahead of FIFA 2026, Super Bowl, NBA All-Star, and LA28
As Los Angeles becomes the world’s stage, Swim Up Hill unveils a hospitality platform built not on status, but on service—blending athlete insight, local culture, and intentional care for every guest who enters the city.
LOS ANGELES, CALIFORNIA | August 2025 — Swim Up Hill Companies & Foundation proudly announces the launch of Up Hill Concierge, an elite hospitality and lifestyle platform designed to serve the world’s most distinguished guests as they arrive in Los Angeles ahead of major global events like FIFA World Cup 2026, Super Bowl LIX & LX, NBA All-Star Weekends, and the 2028 Olympic & Paralympic Games.
Curated by Jamal Hill—The Duke of Los Angeles for LA28, Up Hill Concierge offers a one-of-a-kind, athlete-powered, locally rooted ecosystem for short-term guests navigating LA during high-profile global events.
“As the Duke of LA, it’s my duty to welcome the world—not just with hype, but with heart,” said Jamal Hill. “Up Hill Concierge is about showing people the real LA: where to train, where to eat, where to thrive, and how to stay safe while doing it. This is homegrown hospitality at a global scale.”
Jamal Hill, “The Duke of LA,” pictured with Metro CEO Stephanie Wiggins as part of Up Hill Concierge’s partnership with Metro Los Angeles to provide safe, seamless public transit for global guests.
A Game-Changer in Global Event Hospitality
More than a luxury booking service, Up Hill Concierge is a community-powered, tech-enabled concierge platform blending insider access, safety support, and personalized lifestyle curation. Built for world-class visitors, Olympic delegations, corporate sponsors, and high-net-worth travelers, it offers:
Event Week Legal & Safety Support
Curated Travel and Lodging Recommendations
Athlete-Approved Fitness & Training Facilities
Local Dining and Cultural Guides Based on Preferences
Temporary Community Curation (e.g., “Where to Live While in LA”)
Public + Private Transportation Solutions (bike, rail, shuttle, rental)
VIP Access Coordination for Official & Off-the-Map Events
Jamal Hill joins city leaders, transportation officials, and FIFA 2026 partners to unveil Metro’s global event integration—part of the community-driven ecosystem powering Up Hill Concierge.
Powered by Tech and Local Partnerships
Up Hill Concierge is powered by Up Hill Technologies, the innovation arm of the Swim Up Hill Companies, which provides backend logistics, AI-powered personalization engines, and digital curation tools to deliver seamless guest experiences.
Strategic partners include:
Metro Los Angeles – offering integrated public transportation access via partnership with the Duke of LA
Corporate Collaborators (TBA) – supplying AI integrations, customer engagement tools, and digital security infrastructure
Who It’s For
Up Hill Concierge caters to:
Olympic athletes and global delegations
International travelers attending major events
Corporate sponsors and entertainment activators
High-net-worth tourists
Remote professionals and digital nomads visiting LA during peak event seasons
Launch Timeline:
August 2025 – Concierge Portal Opens (Pilot Launch)
Sept–Nov 2025 – User Testing & Early Adopter Access
Q1 2026 – Concierge Packages for FIFA, Super Bowl, and NBA All-Star Go Live
2026–2028 – Full Suite Concierge Support for Global Sports Events
Brand Voice: From Athletes, For the World
The voice and tone of Up Hill Concierge reflect the heart of the brand:
“From Athletes, for the World. From Locals, for the Culture.”
Fun, safe, and personalized hospitality—rooted in L.A.
Jamal Hill explains:
“Up Hill Concierge isn’t a luxury product. It’s a cultural product. It’s a safety product. It’s a community product. Every part of this platform is informed by lived experience—from LA athletes, organizers, and creators who understand what it means to host the world on our home turf.”
August 2025: What to Expect
The initial launch of Up Hill Concierge will include:
Public opening of the portal for athlete delegations, sponsors, and media
Early concierge packages for Super Bowl, NBA, and FIFA events
Soft-launch activations and concierge walk-throughs across LA
Lifestyle content featuring Jamal Hill, “The Duke of LA,” showing what it means to welcome the world with heart
Up Hill Concierge welcomes the world to Los Angeles ahead of global moments like LA28—blending culture, community, and curated hospitality for every guest.
About Up Hill Concierge
Up Hill Concierge is the premier hospitality and lifestyle platform under the Swim Up Hill Companies & Foundation. Launched in 2025, it is designed to welcome the world to Los Angeles through locally rooted, athlete-informed, and digitally curated experiences. Up Hill Concierge redefines what it means to host with intention—blending fun, safety, and culture into one seamless offering.
Media & Press Info
Visual Assets Include:
Concierge portal UI previews
Lifestyle photography with Jamal Hill in LA
LA Event Calendar 2025–2028
Logo kit for Swim Up Hill & Up Hill Concierge
To contribute or learn more, visit www.swimuphill.com/concierge
MEDIA CONTACT: