Editing Rodeo Drive (section)

==History==
===Early history===
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 (land)|subdivision]] with a branch of the [[Pacific Electric Railway#Origins|Los Angeles and Pacific Railway]] running North on Rodeo Drive before turning west at [[Sunset Boulevard]].<ref>{{cite news|work=Los Angeles Times|title=New Railroad and New City|date=November 10, 1906|page=I12}}</ref> They [[plat]]ted the street that very year, in 1906.<ref name="terrancegoode">{{cite journal |last=Goode |first=Terrance |title=Rodeo Drive: The History of a "Street of Dreams"|journal=Journal of Architectural and Planning Research |volume=15 |issue=1 |pages=45–60 |jstor=43030442|date=Spring 1998 }}</ref> By 1907, {{convert|75|x|160|ft|abbr=on}} parcels on Rodeo were selling for $1,100 each.<ref>{{cite news|title=Sales in Beverly Hills|work=Los Angeles Times|page=V20|date=May 19, 1907}}</ref> It became a bridle path in 1912, when the [[Beverly Hills Hotel]] was built on a former lima bean field.<ref name="terrancegoode"/> By November 1925, similar lots were selling for between $15,000 and $30,000, almost double what they'd been selling for in September.<ref>{{cite news|title=Realty Values Show Increase:Beverly Hills Lots Reveal Remarkable Gains|date=November 22, 1925|work=Los Angeles Times}}</ref> [[Pacific Electric]] Red Cars operated over the street to the Beverly Hills Hotel as the [[Coldwater Canyon Line]] between 1907 and 1923.<ref>{{cite web |title=Coldwater Canyon Line |url=http://www.erha.org/pewcc.htm |publisher=Electric Railway Historical Association of Southern California |access-date=3 May 2024}}</ref>

[[File:Rodeo drive street sign-93.jpg|thumb|left|200px|Rodeo Drive street sign]]
The central part of Rodeo eventually became a business street with hardware stores, gas stations,<ref name=hayman/> beauty shops, and bookstores. The men's store Carroll & Company opened shop on Rodeo Drive in 1950.<ref name="nytimes hardtimes">{{cite news|first=Calvin |last=Sims |url=https://www.nytimes.com/1992/10/26/business/hard-times-even-on-rodeo-drive.html |title=Hard Times, Even on Rodeo Drive |newspaper=New York Times |date=26 October 1992}}</ref> The [[Anderton Court Shops]] building at 332 N. Rodeo was designed by [[Frank Lloyd Wright]] in 1952.<ref name=sundae>{{cite news|title=Rodeo Drive&mdash;It's 'a giant sundae' and some of the world's most exclusive shops|work=Los Angeles Times|date=November 25, 1977|page=J19}}</ref> In 1958, real estate developer [[Marvin Kratter]] bought {{convert|48000|sqft}} of land at the corner of Rodeo and [[Wilshire Boulevard]] from the city of Beverly Hills.<ref name=deal/> The acreage is across the street from the [[Beverly Wilshire Hotel]] and Kratter paid something over $2 million for it.<ref name=deal>{{cite news|work=New York Times|title=Deal at Beverly Hills: Investor Enlarges Holdings in Coast City Realty|page=45|date=February 19, 1958}}</ref>

===Origin of a new image===
[[File:A012, Beverly Hills, California, USA, Vector W8 on Rodeo Drive, 1991.jpg|thumb|right|A [[Vector W8]] parked in front of the [[Gucci]] store]]
In 1961 [[Fred Hayman]], "the father of Rodeo Drive," opened [[Giorgio Beverly Hills]], the street's first high-end boutique.<ref name=hayman>{{cite news|title=Honors for Fred Hayman, the father of legendary Rodeo Drive|work=[[The Daily Star (Lebanon)|The Daily Star]]|author=Sandy Cohen|page=12|date=June 8, 2011|quote=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.}}</ref> In 1968 [[Aldo Gucci]] opened a store on Rodeo, which catalyzed the process by which the street took on its present form.<ref>{{cite journal|title=Semiotic Neighborhoods|author=Ilpo Koskinen|journal=Design Issues |pages=13–27|volume=21|number=2|date=Spring 2005|jstor=25223990|doi=10.1162/0747936053630142|s2cid=57566733}}{{subscription required}}</ref> [[Van Cleef & Arpels]] opened in 1969, followed by a [[Vidal Sassoon]] salon in 1970. The [[Polo Ralph Lauren|Polo]] Store, the brand's first freestanding store, opened in 1971.<ref name="labiz journal">Frank Swertlow, [https://labusinessjournal.com/news/1998/jul/20/re/ Los Angeles Business Journal], ''Labusinessjournal.com'', 20 July 1998</ref>

According to a former co-chair of the "Rodeo Drive Committee," Richard Carroll, the transformation of Rodeo Drive into an international center of fashionable shopping was sparked in 1971 with the opening of a new wing of the [[Beverly Wilshire]].<ref name=cappucino/> In 1980 Carroll noted that before then "There was nothing at all of an international nature on the street. Rodeo was purely local in flavor."<ref name=cappucino>{{cite news|title=Complimentary Cappucino: Shoppers' Street of Dreams is Chic Showcase of Opulence|work=Los Angeles Times|page=W81|author=Barbara Baird|date=June 8, 1980}}</ref> In 1977 the Rodeo Drive Committee "launched a publicity campaign designed to make everyone around the world think of Rodeo Drive as the shopping street of the rich and famous."<ref>{{cite journal|last=Kasindorf|first=Jeanie|title=Rodeo Drive: Fear of Buying|newspaper=New York Magazine|date=19 November 1984|page=20}}</ref> The RDC wanted to make Rodeo Drive an economic engine for Beverly Hills and spread the image of a "culturally elite lifestyle."<ref>{{cite journal|last=Goode|first=T.|title=Rodeo Drive: The History of a "Street of Dreams"|journal=Journal of Architectural and Planning Research|year=1998|volume=15|issue=1|page=45}}</ref>

In 1976, [[Bijan Pakzad]] opened a showroom on Rodeo, which helped to solidify "Rodeo Drive's reputation as a luxury shopping destination."<ref name=bijan>{{cite journal|last=Brown|first=Rachel|title=Bijan Pakzad, Rodeo Drive Pioneer.|journal=Women's Wear Daily|date=19 April 2011|volume=201|issue=80|page=6|url=http://go.galegroup.com/ps/i.do?id=GALE%7CA254700173&v=2.1&it=r&p=AONE&sw=w&asid=79e67ad2e266d4ab4155ec7bdffc55c3|access-date=7 April 2014}}{{subscription required}}</ref><ref>{{cite news |url=http://www.latimes.com/business/la-fi-bijan-sale-20160825-snap-story.html |title=Bijan property on Rodeo Drive sells for $19,000 a square foot |newspaper=[[Los Angeles Times]] |first=Andrew |last=Khouri |date= August 26, 2016 |access-date=28 August 2016}}</ref>  Pakzad touted his Rodeo Drive store as "the most expensive in the world," but, as ''[[Women's Wear Daily]]'' notes in relation to the claim, "he was known for hyperbole."<ref name=bijan/> 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"<ref>{{cite news|work=New York Times|title=Glittering Stores For Sheiks, Stars: A Great Westward Migration|author=Pamela G. Hollie|date=December 14, 1978|page=D1}}</ref> and by 1980 the city of Beverly Hills estimated that the Rodeo Drive shopping district accounted for as much as 25% of its sales tax revenues.<ref name=cappucino/>

===International fashion centre===
[[File:Via Rodeo, Beverly Hills.jpg|thumb|European-style buildings on Two Rodeo Drive]]

By 1981, the high-fashion strip took up only two and a half blocks, with around 65 stores.<ref>Elizabeth Bumiller, [https://www.washingtonpost.com/archive/lifestyle/1981/01/14/rodeo-drive-mink-lined-mecca-of-the-inaugural-set/4f1026df-0bf4-4851-b528-54f3d5b943a8/ Rodeo Drive: Mink-Lined Mecca of the Inaugural Set], ''Washingtonpost.com'', 14 January 1981</ref>

The "Rodeo Collection," a 45-store, {{convert|70000|sqft|adj=on}} shopping mall<ref name=glitter/> opened in 1983<ref>{{cite news|last=Darling|first=Michael|title=A Rodeo Drive timeline|newspaper=Los Angeles Times|date=September 9, 2013}}</ref> at 421 N. Rodeo Drive. The building is only four stories high with the first floor below street level in order to satisfy local building codes. The retail space initially leased for as much as $120 per square foot, which, according to an executive with commercial real estate firm [[Studley, Inc.|Julien J. Studley]], was "the highest price for any kind of space in the Los Angeles Area."<ref name=glitter>{{cite news|last=Ryon|first=Ruth|title=That Glitter in Beverly Hills is Growth of Rodeo Drive|newspaper=Los Angeles Times|date=May 25, 1980|page=I1}}</ref>

In the early 1990s, Rodeo Drive was ranked 4th most-visited destination in the Los Angeles area (after Disneyland, [[Knott's Berry Farm]] and [[Universal Pictures|Universal Studios]]).<ref name="upi japanese">Dave McNary, [https://www.upi.com/Archives/1990/06/04/Japanese-make-major-Rodeo-Drive-investment/8205644472000/ Japanese make major Rodeo Drive investment], ''Upi.com'', 4 June 1990</ref>

Two Rodeo Drive, another outdoor shopping center, was built in 1990. It initially housed, amongst other stores, [[Christian Dior S.A.|Christian Dior]] and [[Valentino Fashion Group|Valentino]].<ref name=vincent>{{cite news|last=Vincent|first=Roger|title=Rodeo Drive shopping center sold|url=https://www.latimes.com/archives/la-xpm-2007-sep-18-fi-rodeo18-story.html|access-date=4 April 2014|newspaper=Los Angeles Times|date=18 September 2007}}</ref><ref>Aaron Betsky, [https://www.latimes.com/archives/la-xpm-1991-12-05-we-949-story.html Two Rodeo Drive--A Collage of What Beverly Hills Is All About], ''Latimes.com'', 5 December 1991</ref> The original developer, Douglas Stitzel, sold the property for about $200 million immediately after its completion.<ref name=vincent/> Two Japanese groups, Kowa Real Estate California Inc. and USA Sogo Inc, bought 40% of Two Rodeo Drive.<ref name="upi japanese"/>

The Two Rodeo Drive shopping center was hard-hit by the [[early 1990s recession]], with occupancy rates dropping to as low as 60%.<ref name=vincent/> Middle-market brand boutiques such as [[Guess (clothing)|Guess Jeans]] and [[Banana Republic]] opened on Rodeo Drive.<ref name="nytimes hardtimes"/> Many franchised stores were bought back by the brands they represented (Polo Ralph Lauren, Gianni Versace, Hugo Boss).<ref name="labiz journal"/>

The Two Rodeo Drive buyers sold it at an almost $70 million loss in 2000. By 2007 the property was financially stable again and was sold to a group of Irish investors for $275 million.<ref name=vincent/> It resembles a "faux-European shopping alley" and features a cobblestone street.<ref name="Rough Guides 2011 109">{{cite book|title=The Rough Guide to California|year=2011|publisher=Penguin, 2011|page=109|author=Rough Guides}}</ref> Some architects have claimed that Two Rodeo Drive is similar to a "theme park in the manner of Disneyland."<ref>{{cite book|author=David Gebhard|title=An Architectural Guidebook to Los Angeles|url=https://books.google.com/books?id=WWl29hn0C9gC&pg=PA158|year=2003|publisher=Gibbs Smith|isbn=978-1-58685-308-2|pages=158–9}}</ref>

===Walk of Style===
{{main article|Rodeo Drive Walk of Style}}
[[File:Model_crosses_street_in_Beverly_Hills.jpeg|thumb|right|Model crosses Brighton Way at Rodeo Drive during a [[photo shoot]], 2013.]]
[[File:Rodeo drive, 01.JPG|thumb|upright|A "Torso" sculpture featured on Rodeo Drive]]

In 2003, Rodeo Drive was given an $18 million makeover which included widening the streets and the addition of crosswalks. The ficus trees lining the street were taken out and replaced with palm trees. In September of the same year, the Rodeo Drive Committee developed the [[Rodeo Drive Walk of Style]].<ref>{{cite news|last=Nguyen|first=Daisy|title=Rodeo Drive Gets Needed Makeover|url=http://www.lexisnexis.com/hottopics/lnacademic/?verb=sr&csi=156942&sr=HLEAD(RODEO%20DRIVE%20GETS%20NEEDED%20MAKEOVER)%20and%20date%20is%202003|access-date=1 April 2014|newspaper=The Augusta Chronicle|date=24 December 2003|page=A13}}{{subscription required}}</ref> The Walk of Style features plaques set in the sidewalks along Rodeo Drive. Fashion icons are honored with the award for their work in style and fashion.<ref>{{cite news|last=Schmidt|first=Ingrid|title=Designer Catherine Martin to get Rodeo Drive Walk of Style Award|url=https://www.latimes.com/fashion/la-xpm-2014-feb-05-la-ar-catherine-martin-rodeo-drive-walk-of-style-award-20140205-story.html|access-date=1 April 2014|newspaper=Los Angeles Times|date=5 February 2014}}</ref>  At the intersection of Rodeo Drive and Dayton Way is the nude sculpture entitled "Torso." This statue was created by sculptor [[Robert Graham (sculptor)|Robert Graham]] and is the symbol for the Rodeo Drive Walk of Style. Recipients of the Rodeo Drive Walk of Style Award receive a "Torso" maquette also designed by artist Robert Graham.<ref>{{cite news|last=Roug|first=Louise|title=Armani is first to get star on fashion 'Walk of Style'|url=https://archive.seattletimes.com/archive/20030304/rodeowalk04/armani-is-first-to-get-star-on-fashion-walk-of-style|access-date=1 April 2014|newspaper=Los Angeles Times|date=4 March 2003}}</ref>

The French fashion firm [[Lanvin (company)|Lanvin]] opened a store on Rodeo Drive in 2011.<ref name=lanvin>{{cite journal|last=Brown|first=Rachel|title=Lanvin Lands On Rodeo.|journal=Women's Wear Daily|date=31 January 2011|volume=201|issue=20|page=3|url=http://go.galegroup.com/ps/i.do?id=GALE%7CA248664907&v=2.1&it=r&p=AONE&sw=w&asid=19078ed3462ec00b2f0af8fcd56f7f92|access-date=7 April 2014}}{{subscription required}}</ref>

===2020 lootings===
In May 2020, several of Rodeo Drive's businesses were damaged and looted following the [[murder of George Floyd]]. It was reported that several windows were broken and many of the looted buildings were vandalized by spray paint.<ref>{{Cite web |date=2020-05-31 |title=Protesters loot stores, cause damage at The Grove, Rodeo Drive during George Floyd unrest |url=https://abc7.com/the-grove-los-angeles-looted-stores-nordstrom/6222114/ |access-date=2024-05-28 |website=ABC7 Los Angeles |language=en}}</ref>