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first_imgGo back to the e-newsletter Want to be in the luxury travel know? Subscribe to our free eNewsletter here to keep up to date with everything in the luxury travel industry. Beverly Hills has been known as one of the preeminent places to go for shopping, dining and luxury hotels; however, the city’s retailers close at 6pm. Beverly Hills had to create a renewed energy and vibrancy if it wanted to continue to stay relevant. The BOLD initiative is a nod to the city’s efforts to create excitement, encouraging visitors to spend time in the destination morning, noon and night.The program was first launched in the summer of 2017 and was so effective at driving traffic, that the city agreed this is something in which it wants to continue to invest in. During BOLD evenings, select stores extend their hours until 8pm. and the streets are energised with live entertainment and musical performances.The city has also been attracting the next generation of luxury consumers by investing in exciting activities as well as a collaboration with visual artist, Alexa Meade, who launched her first West Coast pop-up space on Rodeo Drive for six weeks. In just two weeks, the pop-up space welcomed over 10,000 visitors who saw firsthand how art can be interactive and exciting in one of the most recognisable zip codes in the world. BOLD will continue to take place in Beverly Hills for 2019. Full details still to come.center_img Go back to the e-newsletterlast_img read more