Whether or not you find the noun “icon” overused, it’s hard to deny that Beverly Hills is full of them. Since the city’s incorporation in 1914, many landmarks and symbols have come to represent the apex of the American Dream. The signs are everywhere — from the shield-shaped city limits markers to its famous zip code and the often-filmed and photographed Beverly Hills Hotel.
Like some celebrities who call it home (or at least maintain second homes here), Beverly Hills continually updates its image, preparing for milestones such as its centennial. Yet recent developments show the city’s strengths go beyond glamour and status.
“Our city founders would have had a hard time visualizing contemporary Beverly Hills,” says Mayor Julian Gold. “Even Fred Hayman, who helped create the Beverly Hills ‘experience’ and the modern Rodeo Drive, could not have imagined how successful Beverly Hills would become. The founders could never have dreamed they were laying the foundation for what is now regarded as the No. 1 luxury city in the world. Once they adjusted to the region’s growth and changes in technology and fashion, I believe they would be very pleased.”
According to Mayor Gold, Beverly Hills remains a work in progress. Construction continues on two Los Angeles Metro Purple Line subway stops, and a recent rebuild of Santa Monica Boulevard has already improved traffic flow. The city has invested in security and safety by installing hundreds of new cameras, and a Complete Streets planning process aims to make thoroughfares safer and more accessible for cars, bicycles and pedestrians. A “fiber to the premises” initiative promises to bring reliable, affordable high-speed municipal internet via fiber optic cable to residents and businesses.
Though Beverly Hills still reigns as a Hollywood hub, the definition of what makes it a center of influence has broadened. Entertainment remains central, but technology and lifestyle consumer companies have also established notable presences. Companies with ties to the city include Live Nation Entertainment, RealD, Hillstone Restaurant Group, Gauge Precision Instruments, PodcastOne, Sprinkles Cupcakes and John Paul Mitchell Systems.
Blair Schlecter, director of Economic Development and Government Affairs at the Beverly Hills Chamber of Commerce, notes the local economy continues to grow. “[We] look forward to welcoming more innovative firms,” she says. “For example, we will be welcoming Spring Place later in 2018. The coworking space will feature private dining rooms and a rooftop bar for up-and-coming executives and entrepreneurs.”
Beverly Hills is also embracing immersive technology to enhance its visitor appeal. The city’s first 360-degree experience lets investors and business travelers preview hotels and businesses virtually before they arrive, according to Julie Wagner, CEO of the Beverly Hills Conference & Visitors Bureau.
“Video technology like this keeps our brand relevant,” says Wagner, who highlights local figures featured in the video, such as Caley Alyssa, an Alo Yoga brand ambassador; Nicolas Bijan, vice president of House of Bijan; and Stephanie Boswell, executive pastry chef at The Peninsula Beverly Hills. She adds that the bureau encourages social media influencers to document their visits from their own perspectives to engage a millennial audience that will become future investors and business travelers.
Wagner cites the city’s 2016 economic impact study, which reported 7.4 million visitors generated more than $2.8 billion in economic activity. That momentum continued with several new luxury hotel openings; the Waldorf Astoria Beverly Hills is among the most recent additions. In the past five years the city welcomed 17 new hotels, including five five-star properties, giving Beverly Hills more five-star hotels per square mile than any other city in the world.
“At these hotels, guests receive first-class service and amenities, enabling them to rest and recharge in style for the next day’s meeting or event,” Wagner says. “The city’s business district, known as the Golden Triangle, features over 300 restaurants with distinctive culinary offerings, which is also a major draw for meeting planners and attendees.”
The Rooftop by JG and Jean-Georges at the Waldorf Astoria showcases Jean-Georges Vongerichten’s blend of French and California-American cuisine. Montage Beverly Hills, another five-star property, is home to The Restaurant, which focuses on modern American dishes and overlooks Beverly Canon Gardens, a popular outdoor event space.
Crustacean © BEVERLY HILLS CVB
Local institutions continue to refresh themselves. Crustacean recently updated its interior and reworked its Vietnamese-rooted pan-Asian menu. New York transplant AVRA Beverly Hills brought high-end Greek cuisine and a market display where diners can select fresh seafood. Casual yet elegant wine bars such as Heritage Fine Wines and Wally’s Wine & Spirits offer relaxed late-afternoon gatherings, while Boxwood at the London Hotel attracts young professionals on the West Hollywood/Beverly Hills border.
While Beverly Hills’ century-plus history made its zip code world-famous, the city’s forward-looking vision promises to add even more energy and appeal as it moves into the next hundred years.
SCENIC DRIVES
Rodeo Drive remains the city’s iconic fashion showcase, but scenic drives wrap around Beverly Hills like a string of jewels. A great place to start exploring beyond the central business district is Sunset Boulevard at the West Hollywood/Beverly Hills border; it rolls west into Bel Air, Brentwood, Pacific Palisades and Malibu before ending at the Pacific Ocean.
Heading north on Coldwater Canyon Drive from Sunset leads toward the western access to Coldwater Canyon Park near Mulholland Drive. A favorite for local families, the park offers free parking, the TreePeople nature center and a 3.1-mile hiking trail that provides cinematic views of the city and the San Fernando Valley.
Trousdale Estates on the eastern edge of Beverly Hills showcases notable mid-20th-century residential architecture, while Greystone Mansion stands as a grand Tudor Revival landmark on lush grounds. Greystone frequently hosts charity galas and A-list events and is open for public tours on most days, offering visitors a glimpse into the area’s storied past.