Rodeo Drive's 50-Year Celebration Salutes Fred Hayman's Legacy

Rodeo Drive's transformation from a Beverly Hills shopping street into an international luxury destination took center stage this week as the Rodeo Drive Committee honored the late Fred Hayman, one of the figures most closely associated with building the street's worldwide identity.

Hayman's son, Robert Hayman, accepted the recognition during an Aug. 12 reception on the Rodeo Terrace at Beverly Wilshire, A Four Seasons Hotel. The gathering was held in connection with the fourth annual Rodeo Drive Celebrates Fashion program and brought together merchants, hotel representatives and Beverly Hills officials, including Mayor Craig Corman and Councilmembers Sharona Nazarian, Lester Friedman and Rebecca Pynoos.

The anniversary comes as the Rodeo Drive Committee marks five decades since local retailers, property owners and hoteliers began organizing around a common plan for the street. According to the Committee's official history, the organization started taking shape in 1976 and was formally established in 1977, with Hayman serving as a central force behind the effort.

Hayman's influence on Rodeo Drive began years earlier. He opened Giorgio Beverly Hills at 273 Rodeo Drive in 1961, helping establish the luxury retail presence that would later attract major international fashion and jewelry houses. His approach combined fashion with hospitality and entertainment, turning shopping into an experience rather than simply a transaction.

Before entering retail, Hayman worked in the hotel business and came to Beverly Hills in the 1950s to work at the newly opened Beverly Hilton. He later became known for promoting Rodeo Drive nationally, cultivating relationships with Hollywood and helping position the street alongside established luxury shopping districts in Europe and New York.

His connection to Beverly Hills continued long after Giorgio became internationally known. In 2007, the City Council designated the alley between Rodeo Drive and Dayton Way as Fred Hayman Place in recognition of his contributions to the city.

The anniversary celebration also reflects the continuing role of the Rodeo Drive Committee, which today represents retailers, hoteliers and property owners while promoting the three-block district and organizing events that draw visitors from around the world.