FOR IMMEDIATE RELEAS RELEASE April 16, 2014 Media Contact: Heather McCallum TDG/The Donahue Group (323)

769-3600 769 x2 Tara de Souza tlcdesouza@gmail.com

BH100 CENTENNIAL BLOCK PARTY ON RODEO DRIVE TO FEATURE 15,000 SLICE BIRTHDAY CAKE, TWO FERRIS WHEELS, R &B LEGEND MARTHA REEVES, SURPRISE PERFORMANCES, FIREWORKS SPECTACULAR AND MORE APRIL 27TH BEVERLY HILLS, Calif. The Rodeo Drive Committee and the City of Beverly Hills will commemorate the citys centennial with a remarkable block party celebration for residents and visitors on Sunday, April 27, 2014 from 3:30pm 8:00pm. The BH100 Centennial Block Party on Rodeo Drive will span the 200, 300, and 400 blocks of Rodeo Drive and will be an unpre unprecedented birthday bash for the city ty and a fun and festive afternoon for all ages. The spectacular centennial block party will feature a 15,000 slice birthday cake; a TASTE of Beverly Hills festival with some of the citys legendary restaurants; carnival rides and games, including two four-story Ferris Wheels that will spell out 1-0-0; 1 a 20piece dance band and a fireworks grand finale to celebrate the citys independence. R&B legend Martha Reeves will also be on hand to celebrate the event theme, Dancing in the Street, with a performance of the famed song. The BH100 Centennial Block Party on Rodeo Drive celebrates Beverly Hills Independence Day, which recognizes the historic vote on April 24, 1923 that Beverly Hills residents voted to remain a separate City, rather than be annexed to the City of Los Angeles. -more-

BH100 Centennial Block Party on Rodeo Drive Page 2 The BH100 Centennial Block Party is a wonderful occasion to remember Beverly Hills Independence Day with our citys residents and visitors, says Beverly Hills Mayor Lili Bosse. That time in Beverly Hills history when the community united to keep its unique identity is really something to celebrate! And Rodeo Drive, at the heart of our city, is the perfect place to host this celebration. The centerpiece of the centennial celebration will be a one-of-a-kind birthday cake presented by the Luxe Hotel Rodeo Drive and Guittard Chocolate Companys corporate executive pastry chef, Donald Wressell. The cake will stand approximately 10-feet high, 15-feet wide, 20-feet long and will weigh nearly 4,000 pounds, depicting the iconic Beverly Hills City Hall tower and Rodeo Drive. The cake is anticipated to serve approximately 15,000 slices to community members at 6:00 pm. Just before the cake is cut, and to celebrate the Dancing in the Street theme, a special performance by Motown recording artist Martha Reeves will include the hit song, which is celebrating its 50th anniversary this year. Ms. Reeves was the lead singer of Martha and the Vandellas. During her ten-year tenure at Motown, Ms. Reeves and her partners scored 26 hit singles, including "Nowhere to Run," "Jimmy Mack," and Heat Wave. Adding to the Dancing in the Street theme will be Citrus Colleges 20-piece dance band Night Shift performing from 3:30 pm to 7:45 pm. At 5:45 pm, an elaborately choreographed dance performance will feature nearly 20 dance groups from across Southern California, including dancers from Arthur Murray Beverly Hills and Nu Nations, one of the nations top adult hip hop dance groups. Throughout the block party, the TASTE of Beverly Hills presented by American Express will celebrate the Beverly Hills Centennial Cookbook, which features signature dishes from acclaimed restaurants, including 208 Rodeo, THE Blvd., CUT, The Grill on the Alley Beverly Hills, Montage Hotel, On Rodeo Bistro & Lounge, M Caf, Mr. Chow Beverly Hills, The Polo Lounge at the Beverly Hills Hotel, Spago, Via Alloro and Sprinkles. Other Beverly Hills companies will also support the TASTE of Beverly Hills with samplings by Beverly Hills Brownies, Coffee Bean and Tea Leaf and more. Restaurant tastes are available for $5 and desserts will be available for $3, while supplies last with a portion of the proceeds from the TASTE of Beverly Hills benefitting The City of Beverly Hills Community Charitable Foundation in their efforts to maintain and restore city monuments. On the 400 block of Rodeo Drive, 15 carnival games will feature special prizes themed to the anniversary. Beverly Hills themed prizes include, special limited edition BH100 Lima Beans celebrating the citys location as one of the largest lima bean farms in California and Centennial tree seedlings to plant; a tribute to Giorgio Beverly Hills with plush yellow and white striped cabana towels and flip flops; a tribute to the Beverly Hills Hotel with all things pink including Barbie dolls and fashion; and pet-friendly plush toys including Sniffany & Co. and Chewy Vuitton. Games are $3 each. -more-

BH100 Centennial Block Party on Rodeo Drive Page 3 At 7:45pm, an unprecedented fireworks grand finale will take place above Rodeo Drive. The show will include a five-minute program, which will include more than 3,500 low level pyrotechnic devices designed by Pyro Spectaculars by Souza timed to some of the most memorable dance music of the last 100 years. The fireworks finale will also pay tribute to Gene Kelly who lived on Rodeo Drive for more than 40 years. "This will be a fun and memorable day for everyone on Rodeo Drive, says Jim Jahant, President of the Rodeo Drive Committee. The BH100 Centennial Block Party is designed as an historic event that the city and its residents will remember for years to come with the larger-than-life birthday cake, musical performances, carnival atmosphere and fireworks finale, all of which have never been combined before on Rodeo Drive. Additionally, Nancie Clare, author or "In the Spirit of Beverly Hills: 100th Anniversary Edition" will be at the Assouline Stand to sign copies of her new book from 4.30p.m. 6.30p.m. Nancie Clare is a Los Angelesbased editor and writer with more than twenty years of experience covering Southern California culture. For more than a decade she was an editor at Los Angeles magazine and most recently was editor in chief of LA, The Los Angeles Times Magazine. The BH100 Centennial Block Party on Rodeo Drive is open to the public with complimentary birthday cake and entertainment. About Rodeo Drive Rodeo Drive, internationally recognized as the intersection of fashion and entertainment, is a unique destination for both Southern California residents, as well as visitors from around the globe. The more than 100 distinguished retailers all help create an unparalleled atmosphere only found on the three blocks of this famed street. For more information about Rodeo Drive, please visit www.rodeodrive-bh.com and follow us on Twitter at @RodeoDriveBH. ###