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In 1984, electronic tickets were as much science fiction as self-driving cars and robot food delivery
Thirty months from now, the world’s finest athletes will again gather in Los Angeles for the Olympic Games. Our landmark Memorial Coliseum will come alive for the third time with the thrill of the Opening Ceremonies in July 2028, and hundreds of sporting events will sprawl throughout our megalopolis.
Ticket registration for the 2028 games begins January 14 at la28.org, with a draw process being used to assign time slots for ticket drops, including early access for locals. Ticket sales will be handled by AXS, the conglomerate behind Crypto.com Arena, the L.A. Kings and Coachella, and will no doubt be available online, on your phone and through whatever e-commerce brain implant hits the market in the next two years.
The last time the Olympics were in town, in 1984, electronic tickets were as much science fiction as self-driving cars and robot food delivery. “You had to apply for a lottery of what tickets you wanted, and it was all done by mail,” explains Mike Konoske of La Verne. “It came like a Disneyland ticket book.”
A million-and-a-half 32-page booklets were printed and distributed to Sears stores and First Interstate Bank branches listing all the choices. Ticket hopefuls had to check off the events they were interested in, add up what they owed (including figuring out 6% tax) and send a check in the mail.
“My dad was an Olympics nut and went crazy,” says Scott Alexander of Pacific Palisades. “He ordered tickets under his name, his co-workers’ names and his secretary’s name. He was hedging his bets.” The ticketing project was assisted by big dumb beige computers that randomly chose who would be allowed to buy the 8 million rainbow-colored tickets. They sometimes failed and needed reprogramming, causing delays for some of up to a year.
As the games drew closer, organizers opened a dedicated cash-only ticket office at Pico and Roxbury. Soon, they added nine more at malls from the Sherman Oaks Galleria to the West Covina Fashion Plaza.
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When the Soviet Union announced they were boycotting the games, 10,000 more seats became available, and a temporary office opened at Santa Anita racetrack. The flurry lasted up until the day of the games, when some of the venues themselves had tickets for sale.
“I’d walk down to the Del Amo mall where you could buy them in a store front,” remembers Paul Koudounaris, who grew up in Hermosa Beach. “I’d get the cheap events and then get on the RTD bus outside.”
Of course, volunteers and VIPs avoided this entirely. “I did not need a ticket,” says L.A. design legend Bob Gurr. “I was there every day for two weeks testing our 50-foot diameter, 3,800-pound Flying Saucer, the star of the Closing Ceremonies.” Here’s hoping organizers call on the 94-year-old designer to wow us again at the ’28 games — or at least mail him a free ticket.
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Chris Nichols
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