Rodeo Drive looking to evolve, again. (Rodeo Drive, Beverly Hills, California)

Los Angeles Business Journal | July 14, 1997| | Copyright

Twenty five years ago this month, a group of. local merchants banded together to pursue the lofty goal of elevating a three-block stretch of retail shops to international prominence.

The Rodeo Drive Committee, as they called themselves, succeeded beyond their wildest dreams.

Which is part of the problem they face today.

The international fame Rodeo gained has drawn busloads of camera-toting tourists, many of whom buy little more than souvenirs. It has also drawn mass-market retailers to the neighborhood, such as Niketown and Planet Hollywood.

"We ...

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