Rodeo Drive, Beverly Hills, California
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 is 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 is known for its luxury-goods stores. 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.
In 1967 Fred Hayman, "the father of Rodeo Drive," opened Giorgio Beverly Hills, the street's first high-end boutique. 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.
In 1976, Bijan Pakzad opened a showroom on Rodeo, which helped to solidify "Rodeo Drive's reputation as a luxury shopping destination." Pakzad touted his Rodeo Drive location as "the most expensive in the world," but, as Women's Wear Daily notes in relation to the claim, "he was known for hyperbole." 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" 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. The building at 332 N. Rodeo was designed by Frank Lloyd Wright.