N. Rodeo Dr. and Via Rodeo street sign
|Location||Beverly Hills, Los Angeles, CA|
|North end||Sunset Boulevard|
|Wilshire Boulevard, Dayton Way, Brighton Way, Santa Monica Boulevard|
|South end||Beverwil Drive|
|East||North Beverly Drive|
|West||North Camden Drive|
Rodeo Drive // is a two mile long street, primarily in Beverly Hills, California. Its northern terminus is its intersection with Sunset Boulevard and its southern its intersection with Beverwil Drive in the city of Los Angeles. The name is most commonly used metonymically to refer to a three block stretch of the street north of Wilshire Boulevard and south of Little Santa Monica Boulevard which known for its luxury-goods stores.
In 1906, Burton E. Green (1868-1965) and other investors purchased the property that would become Beverly Hills, formerly named Rancho Rodeo de las Aguas, with plans for a mixed-use subdivision. After the city was incorporated its main street was named Rodeo Drive and Green's development company the Rodeo Land and Water Company. The central part of Rodeo eventually became an ordinary business street with hardware stores, gas stations, beauty shops, and bookstores. In 1958, real estate developer Marvin Kratter bought 48,000 square feet of land at the corner of Rodeo and Wilshire Boulevard from the city of Beverly Hills. The acreage is across the street from the Beverly Wilshire Hotel and Kratter paid something over $2 million for it.
In 1967, the street's first high-end boutique, Giorgio Beverly Hills was opened by Fred Hayman, "the father of Rodeo Drive." In 1968 Aldo Gucci opened a store on Rodeo, which catalyzed the process by which the street took on its present form. Van Cleef & Arpels opened in 1969, followed by a Vidal Sassoon salon in 1970. By 1978 the Beverly Hills Chamber of Commerce was boasting that Rodeo Drive was "the essence of the best of all the shopping centers of the world." The larger business district surrounding Rodeo, known as the "Golden Triangle," which extends from Wilshire Boulevard to Santa Monica Boulevard, is both a shopping district and a major tourist attraction.
- Michael Darling. "A Rodeo Drive Timeline". Los Angeles Times. Retrieved March 7, 2014.
- Sandy Cohen (June 8, 2011). "Honors for Fred Hayman , the father of legendary Rodeo Drive - Honors for Fred Hayman , the father of legendary Rodeo Drive". The Daily Star. p. 12. "But back in 1964, when Fred Hayman started building his Giorgio Beverly Hills shop, Rodeo Drive was just a regular city street, with a grocer, a gas station and a hardware store. Hayman became its ambassador. He envisioned the street as an elegant home to the finest designers and boutiques, a magnet for starlets and socialites, like an American Champs-Elysees, a sexy, fun, camera-ready intersection of Hollywood and fashion. ... Giorgio Beverly Hills, located at 273 Rodeo Drive, boasted its own oak bar and pool table, where gentlemen could pass the time as the ladies shopped. Hayman welcomed browsers with a glass of Champagne. He personally invited celebrity contacts he met at the Hilton to experience his latest business venture, creating an air of sophistication among the clientele."
- "Deal at Beverly Hills: Investor Enlarges Holdings in Coast City Realty". New York Times. February 19, 1958. p. 45.
- Ilpo Koskinen (Spring, 2005). "Semiotic Neighborhoods". Design Issues 21 (2): 13–27. (subscription required)
- Pamela G. Hollie (December 14, 1978). "Glittering Stores For Sheiks, Stars: A Great Westward Migration". New York Times. p. D1.
- "Actress's Auto to Be Sold: Ruth Chatterton's Coupe Attached for Lien of $121.50.". New York Times. May 29, 1928. p. 11.
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