The “Beverly Hills is Beautiful” sign at Beverly Canon Gardens was originally installed during a BOLD Summer campaign. (photo by Aaron Blevins)

The city of Beverly Hills appears primed for a bountiful tourism season in the coming months, as the city’s economy has already seen a bounce back from the pandemic that has city officials feeling optimistic.

Julie Wagner, CEO of the Beverly Hills Conference & Visitors Bureau, said the city’s transient occupancy tax, which is generated from hotels, has already performed above its original forecast, and that she has her “fingers crossed” the trajectory will continue.

“The Super Bowl certainly helped, because average daily rates were very high, and we were around 90% occupied as a city,” she said. “Some hotels, obviously, sold out. I’m sure that played a big role. I’m sure Frieze helped a little bit, but I think there’s just so much pent-up demand. That, coupled with a very strong rate strategy from the hotels, has generated a healthy economic return.”

Although hotel occupancy rates are a “huge” indicator of tourism returning to Beverly Hills, the increase is also evident in the streets, Wagner said. Restaurants are full, and Rodeo Drive and the Business Triangle have been bustling, she said.

Wagner said the bureau’s biggest concern is the return of international tourism. She said a negative PCR test is required to enter the U.S., which could be “daunting” to some travelers.

“The other thing that’s a little challenging is for countries that don’t have visa waiver programs with the United States, wait times to get appointments for interviews are very long,” Wagner added. “Getting a new visa has to be planned well in advance. Now, the flip side of that is many people already have visas, and the U.S. gives five and 10 year visas to people. It’s very possible that, for many of our best customers, it’s not going to be an issue.”

Despite those obstacles, tourism from Mexico, United Arab Emirates, Qatar, India and Indonesia are all back to pre-pandemic levels, and Canada is close, she said.

However, COVID-19 cases have risen and fallen over the last few months, at least in Los Angeles County. Wagner said she believes that many people have become accustomed to the “ebb and flow” of the virus, but some travelers have remained cautious.

“There are still some people who are not comfortable with [traveling at this time], but there are some people who have moved on,” she added.

For its part, the city of Beverly Hills is pressing forward and bringing back the BOLD Summer program. The Beverly Hills City Council on May 24 approved requests by the bureau, the Beverly Hills Chamber of Commerce and the Rodeo Drive Committee to present BOLD Summer, a three-month program that begins in June and aims to drive business to the city.

“The underlying premise of BOLD is [promoting] the vibrancy and energy of the city, and that we’re open for business and business is coming back strong,” Wagner said.

The council approved a $150,000 request by the bureau to create new artwork for street pole banners, digital advertising and a social media campaign. The bureau will also create a new logo for BOLD Summer.

The Rodeo Drive Committee received approval for a red-carpet experience composed of social media installations on Rodeo Drive, enhanced audio and street pole banners.

“We’ve decided to make the visitors our movie stars and give them an opportunity to have an experience on our red carpet, known as Rodeo Drive,” Committee President Kathy Gohari said.

She said one of the social media installations will allow individuals to pose for pictures in “a vintage shot of Beverly Hills” with palm trees and the Beverly Hills logo. Another will allow people to essentially pose like an Oscar winner on the red carpet, with custom plates that will state what the individual “won,” such as Outstanding Achievement in Fashion. The third allows pets to get in on the fun, as part of the “doggy VIP experience.”

“I know my dog will be climbing that red carpet – probably – and taking a picture,” Gohari said.

She also stated that it appeared tourism was coming back to Beverly Hills.

“We’re seeing a lot of positiveness on the street, and we’d like to keep that and continue that in welcoming some of our larger crowds of tourists and visitors in general,” Gohari added.

The chamber received approval for “BOLD Bites – BOLD Sounds,” a promotion of the Concerts on Canon series that will include 12 concerts, paired with dinner venues that will range from casual to high-end.

“This would involve heavy marketing and campaigning to promote these events,” chamber vice president of economic and government affairs Blair Schlecter said. “But, also part of that is to support local businesses and saying, ‘Hey, you should try out this local restaurant before or after the event. Stay in Beverly Hills. Make it a night.’”

The chamber also received approval to waive permitting fees for ribbon-cutting ceremonies in Beverly Hills. Schlecter said the chamber plans to host approximately 30 ceremonies in the coming year.