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BEVERLY HILLS, Calif. --  On Thursday, Dec. 9  from 6:00-9:00 p.m. Rodeo Drive and the City of Beverly Hills celebrated the Holiday Season with SNOW 90210 and a 100 percent chance of snow.

The tony city, that averages a 70 degree high temperature, a 73 percent chance of sunshine and a chilly low temperature of 52 degrees in early December, was amidst a blizzard over three blocks of the famed shopping street Rodeo Drive and also on Brighton Way.

The brainchild of the Rodeo Drive Committee, SNOW 90210 was based on the highly successful Fashion’s Night Out celebration that occurred in September where the street and city’s retailers offered Ferris Wheel rides with purchases, in-store events and a carnival atmosphere.

“The street was closed,” says Tom Blumenthal, owner of Gearys of Beverly Hills and the President of the Rodeo Drive Committee, the street’s independent merchant’s association.  “Snow chains, snow blowers and snow plows were not required,” insists Blumenthal.

“We had horse drawn sleighs to whisk customers who made purchases at participating stores that night up and down the street,” says Valentino’s Kathy Gohari, who is co-chairing.  “We wanted to create something truly magical and memorable for our customers, residents and visitors alike.”

More than 50 stores hosted in-store events to celebrate the season.  Special live entertainment and Holiday-themed fare provided by some of L.A.’s top gourmet food trucks including Border Grill Truck, Cart for a Cause, Coolhaus, Frysmith, Sprinkles cupcakes, The GastroBus  and the Grilled Cheese Truck and Bouchon who offered special drinks to warm guests on a cold winter’s night.  

The centerpiece of the celebration was the UNICEF Snowflake hanging above the legendary Beverly Wilshire hotel at Wilshire and Rodeo Drive.  Designed by Ingo Mauer and covered in 12,000 Baccarat crystals, the Snowflake hung as a reminder of UNICEF’s commitment to reach a day when zero children die from preventable causes.  The U.S. Fund for UNICEF lit the Snowflake on December 9 at the Via at Two Rodeo at 5:30 p.m., with the help of High School Musical’s Monique Coleman.

The event was sponsored by the Rodeo Drive Committee, Beverly Hills Conference & Visitors Bureau, City of Beverly Hills, Los Angeles Times, Beverly Hills Courier, The Hollywood Reporter and the U.S. Fund for UNICEF.

About Rodeo Drive
Rodeo Drive, internationally recognized as the intersection of fashion and entertainment, is a unique destination for both Southern California residents, as well as visitors from around the globe. The City of Beverly Hills’ beautification projects, the prestigious Rodeo Drive Walk of Style® Award and the distinguished retailers all help create an unparalleled atmosphere only found on this famed street. For updates, visit www.rodeodrive-bh.com or follow Rodeo Drive at www.twitter.com/rodeodrivebh