BEVERLY HILLS, Calif., Dec. 1, 2010 /PRNewswire/ -- Mark your calendar for Thursday, Dec. 9 from 6:00-9:00 p.m. as Rodeo Drive and the City of Beverly Hills celebrate 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, is guaranteeing a blizzard over three blocks of famed shopping street Rodeo Drive and also on Brighton Way.
The brainchild of the Rodeo Drive Committee, SNOW 90210 is 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 will be 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 will not be required," insists Blumenthal.
"We'll have horse drawn sleighs to whisk customers who make 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 will be hosting 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. Bouchon, the legendary casual French bistro that recently opened a Beverly Hills location, will be offering special drinks to warm guests on a cold winter's night.
The centerpiece of the celebration will be 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 hangs as a reminder of UNICEF's commitment to reach a day when zero children die from preventable causes. The U.S. Fund for UNICEF will be lighting the Snowflake on December 9 at the Via at 5:30 p.m., with the help of Monique Coleman, star of High School Musical and creator/executive producer of GimmeMo, an online talk show dedicated to empowering today's youth at www.gimmemo.com.
Visitors can purchase their own snowflake (Dec. 3-18) to hang on the UNICEF Snowflake holiday tree this season at Two Rodeo Drive's valet parking area (one level below the Via). Snowflake ornaments, provided by Crate and Barrel, can be purchased with a generous $10 donation. All proceeds from the UNICEF Snowflake ornaments will directly support the U.S. Fund for UNICEF's mission to do "whatever it takes to save a child."
SNOW 90210 is the perfect lead-in to a myriad of holiday events taking place over the following two weekends and right up through Christmas Eve. The horse and carriage rides continue on Saturdays and Sundays (Dec. 11, 12, 18 and 19). And Santa and Mrs. Claus make several appearances on their whirlwind tour through Beverly Hills. Find them at Two Rodeo Drive from 3-7 p.m. on Fridays (Dec. 3, 10 and 17) and again on Thursday, December 23. They're also available for a chat and a sip of hot cocoa at The Paley Center for Media on Saturdays and Sundays, Dec. 11, 12, 18 and 19 from 11 a.m. – 3 p.m. Live holiday music from Dickens carolers, a holiday jazz trio and Caribbean-style musicians will fill the Via at Two Rodeo each weekend in December (Thursday – Saturday) and each evening (Dec. 20 – 23) from 4-7 p.m. with a final appearance on Christmas Eve from 11 a.m. – 2 p.m.
The event is 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.
SOURCE SNOW 90210