Beverly Hills' first ever "Snow 90210" event took place Thursday, with road closures on the 200, 300 and 400 blocks of North Rodeo Drive to make way for sales, snow machines and horse-drawn carriage rides.
Also featured was a lineup of some of L.A.'s top food trucks, including The Grilled Cheese Truck, The GastroBus, Border Grill Truck, Cart for a Cause, Coolhaus and Sprinkles Cupcakes.
"We definitely plan to ride the horse-drawn carriage later," said Victoria Velasquez, who ventured from Downtown Los Angeles with her husband, Amiri, and son, Kyan, to attend the festivities.
All rides were free with proof of purchase from a participating store. But for some attendees, that was one of the evening's downfalls.
As a horse-drawn carriage came near to where Mrs. Yosian and her three children were sitting, she motioned to it, but didn't get up to request a ride.
"The rides are not free. They are not paid either. You have to purchase something from participating stores," said Yosian, a Beverly Hills resident. "I'm not here to shop with all the children. I would rather just pay the ride."
Aside from the no-pay carriages, Yosian was disappointed that there wasn't more for her children to do.
"To be honest, it is not what we thought it would be," she said. "There was supposed to be face painting and other activities for kids, but there aren't."
Yet the evening wasn't considered a bust by all.
"Very festive!" Beverly Hills resident Shahla Harounian said of the evening. "We did some shopping and have just been taking in the sights—and watching and enjoying all the kids looking up at the flurries of snow."
Brad Smith, manager of Roberto Cavalli, said an event like "90210 Snow" brings just the kind of holiday cheer needed during these slow economic times.
"The economic slump has been doing a number on business and on people's spirits for some years now," Smith said. "It's great that events like this one can cheer people's hearts and uplift the community."
When asked whether his store's cash register had been busier than on a typical Thursday, Smith said he didn't have any specifics on sales, but did note "people were in better spirits."
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