Take Two

Beverly Hills updates its image with plans for a progressive future.

- Elyse Glickman

WHETHER OR NOT YOU FIND THE noun “icon” overused, you cannot deny Beverly Hills is full of them. Since the city’s incorporation in 1914, these symbols embody the apex of the American Dream. The signs are everywhere — literally — from the shield-shaped city limits markers to its zip code and the oft-filmed and -photographed Beverly Hills Hotel.

Like some of the celebrities who call it home (or, at least, their second home), Beverly Hills works diligently to keep up with the times, especially with numerous nips and tucks leading to its 100th anniversary. However, recent happenings provide plenty of proof it has more going for it than its looks and status.

“Our city founders would have had a hard time visualizing contemporary Beverly Hills,” affirms Mayor Julian Gold. “Even Fred Hayman, who originated the Beverly Hills ‘experience’ as one of the founders of the modern Rodeo Drive, could not have envisioned how successful Beverly Hills would become. In fact, all of the founders could never have dreamed they would be laying the foundation for ‘No. 1 Luxury City’ in the world. I think that once they got over their surprise at the tremendous growth of the region and changes in technology and fashion, they would be very pleased.”