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Rodeo Drive (pron.: //) of Beverly Hills, California is a shopping district known for designer label and haute couture fashion. The name generally refers to a three-block long stretch of boutiques and shops but the street stretches further north and south.
In 1906, Burton E. Green and other investors purchased the property that would become Beverly Hills with plans for a mixed-use subdivision. In a nod to the region's heritage, they named their company the Rodeo Land and Water Company and the development's main street Rodeo Drive. The shopping district as presently constituted developed in the 1970s. The business district, which extends from Wilshire Boulevard to Santa Monica Boulevard, is an exclusive shopping district, but also a major tourist attraction. The "Golden Triangle" business district which surrounds Rodeo Drive also includes those businesses on the streets that lie for a few blocks in either direction.
The Beverly Hills City Council, which had previously opposed the building of a subway line through the city, endorsed the construction of a subway line through the city down Wilshire Boulevard in November 2006. The City has proposed building a station of the Purple Line at the corner of Wilshire Boulevard between Beverly and Rodeo drives. On August 3, 2011, the Rodeo Drive Committee, the street's non-profit association of merchants, landlords and hotelier voted almost unanimously to support construction of a nearby subway station contrary to previous media reports that the merchants were against the project.
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