Editing Rodeo Drive (section)

===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/>