Inglewood Uses World Cup to Rebrand from Danger to Fun Destination

Inglewood is actively working to shed its long-held image as a dangerous city, using the global spotlight of the World Cup and the anticipation of the 2028 Olympics to rebrand itself as a hub for fun and recreation. Residents like Sandra Lith are engaging with visitors, encouraging them to share positive experiences back home, challenging the negative perceptions that have persisted since the 1992 L.A. riots and were amplified by 1990s gangsta rap. Lyrics from artists like Tupac Shakur and Dr. Dre, which painted Inglewood as "always up to no good," and Mack 10's references to "mo' murders than a horror flick," contributed to a global view of the city as crime-ridden.

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You go back to Canada and tell them Inglewood is nice, Inglewood is friendly, and they should all come here some time.

During the 1990s, Inglewood faced deep economic recession, hitting Black communities hard. The official poverty rate exceeded 21 percent in 1993, and police recorded over 2,500 violent crimes annually. While the poverty level remains around 15 percent, violent crime has dramatically decreased. Murders dropped from 55 in 1990 to fewer than 10 in recent years, with total violent crimes falling below 700 for the city of about 105,000 people. City officials and investors attribute this transformation to the development of new stadiums, which have created thousands of jobs, improved finances, boosted businesses, and instilled optimism.

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Yeah, Inglewood, Inglewood, always up to no good.

Mayor James T. Butts, Jr. declared a "whole new era" for Inglewood, highlighting its progress as he attended the opening of Snoop Dogg's store near SoFi Stadium. The rapper himself has become a champion for the city, opening several businesses and using his global platform to promote unity and love for the "beautiful game" of soccer. Snoop Dogg's involvement underscores the city's efforts to embrace its cultural heritage while forging a new identity, aiming to convince those outside Southern California that Inglewood is now a place for enjoyment, not fear.

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mo' murders than a horror flick