Rodeo Drive: Beverly Hills' Premier Shopping Street

Spanning three blocks, Rodeo Drive in Beverly Hills is a haven for affluent shoppers, celebrities, and tourists hoping to catch a glimpse of fashion icons. The area is accessible 24 hours a day, though shops and nearby eateries have varying operational hours, and some are exclusive to certain clientele.

The Allure of Rodeo Drive

Rodeo Drive's fame is such that you might think you know all about it. Unfortunately, many people arrive with misconceptions, leaving them disappointed with their experience. This guide aims to separate fact from fiction to set the right expectations. Visitors often expect to see celebrities strolling the street, but are more likely to encounter tourists and onlookers than local shoppers.

Some visit Rodeo Drive expecting a plethora of boutiques and local designers, only to find primarily major, well-known brands instead. Others are surprised to find prices higher than discount stores back home, but consider this: what else to expect from a district renowned for its exclusivity?

The History of Rodeo Drive

August 3, 1769, marks a significant date in California's history, then a part of Mexico. Don Jose Gaspar de Portola, the future first governor of California, and his entourage were the first Europeans to set foot in what is now Beverly Hills, following an ancient Indian trail. The local Tongva tribe revered this land for its springs and abundant food. The expedition's monk, Juan Crespi, noted in his diary about lush wild vineyards and a plethora of rose bushes.

The transformation of Rodeo Drive into a global shopping hub began in the 1970s. The Rodeo Drive Committee launched a massive advertising campaign to brand the area as a shopping destination for the wealthy, epitomizing a lifestyle of luxury. Today, this business district, stretching from Wilshire Boulevard to Santa Monica Boulevard, is not just an exclusive shopping zone but also a major tourist attraction. Among its most famous retailers are Giorgio Armani, Bulgari, Chanel, Dior, and Gucci.

Exploring Rodeo Drive

Rodeo Drive is the perfect place to experience the wealth, beauty, and fashion synonymous with Los Angeles.

• A stroll will take you past designer clothing stores from Armani, Gucci, and Coco Chanel; jewelry stores like Cartier, Tiffany, and Harry Winston; and exclusive couturiers that require advance appointments.
• The Regent Beverly Wilshire Hotel on Rodeo Drive is where characters Vivian and Edward, played by Julia Roberts and Richard Gere, found love in the movie "Pretty Woman."
• Architect Frank Lloyd Wright left his mark on Rodeo Drive, designing the Anderton Court shops. Though modified from Wright's original design, his triangular tower and spiral ramp are unmistakably his style.
• Speaking of architecture, contemporary architect Richard Meier created the Paley Center for Media.
• Just around the corner from Rodeo Drive on Wilshire, you'll find high-end stores. On streets parallel to Rodeo, you'll discover similar shops found in prestigious shopping districts worldwide. It's the perfect place to make a purchase and tell friends, "I bought it in Beverly Hills."
• The Beverly Hills trolley tour is especially popular among tourists, offering a memorable 40-minute open-air tram ride from Rodeo Drive and Peyton Way, touring the most exclusive and affluent areas of Los Angeles.