Skift Take
Now you can spend a fortune shopping on Rodeo Drive, then find a place to quietly contemplate your coming credit card bill.
You'd think that being known as the ultimate American destination for a certain kind of ostentatious luxury would be enough. But Beverly Hills is not resting on its swanky laurels. This week, the city is kicking off its new City of Wellth (yes, that's how they spell it) initiative, designed to showcase its abundance of wellness options.
The Beverly Hills 90210 saga begins in 2015, when the city's visitors bureau started focusing on new ways of defining luxury. According to Julie Wagner, CEO of Beverly Hills Conference and Visitors Bureau, "We look at luxury as the ability to tap into your needs and wants, whatever they are. Therefore, our success is predicated on the ability to morph into what people desire."
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