Rodeo Drive Holiday Event Pairs City Money With Sponsors

Rodeo Drive's holiday lighting celebration is set for Nov. 19 with a $712,575 event budget and a new reliance on private sponsorship for elements beyond the city's share. At its Sept. 22, 2026 meeting, the Beverly Hills City Council approved a purchase order of up to $667,575 for J. Ben Bourgeois Productions, leaving $45,000 to be raised through the Rodeo Drive Committee.

The breakdown matters because the council's vote covered the city purchase order, not the whole holiday program. The city's staff report says the Tourism and Marketing budget, partly supported by hotel occupancy tax revenue, will fund the city portion. Sponsorship is expected to help pay for a fireworks finale. A second wine garden would require additional sponsor support. Separately approved Rodeo Drive decor brings the combined event-and-decor budget to about $1.28 million, according to the same report.

The event is scheduled from 5 to 8 p.m. on Thursday, Nov. 19. Plans include a local talent search, performances and street entertainment. The Rodeo Drive Committee's 50th anniversary informs this year's decor. J. Ben Bourgeois Productions has worked on the holiday lighting program since 2019, the city says.

Vice Mayor Mary Wells, one of the council's liaisons to the Rodeo Drive program, noted her work on the proposal during the Sept. 22 meeting:

"I met to look at the holiday lighting program on the consent calendar for tonight's agenda."

The event's impact extends beyond the evening program. The city's earlier planning report called for closing Rodeo Drive between South Santa Monica Boulevard and Wilshire Boulevard, plus nearby stretches of Dayton and Brighton ways, from 9 p.m. Nov. 18 until 6 a.m. Nov. 20. Alley access to city parking garages would remain available under that plan; access at the Rodeo Collection garage was to be discussed with tenants.

The $667,575 purchase order also is not a complete measure of public support. The city's report describes approximately $70,000 in permit and personnel waivers and separate marketing costs associated with the event. Additional rain measures were outside the baseline purchase order and would require further review if needed. Merchants and visitors should watch for the city's final closure and access notices before event week.