Found in Beverly Hills, er, Los Angeles

In Los Angeles you can buy your window replacements at Beverly Hills Glass on Pico Blvd., purchase your seating at Beverly Hills Chairs on Westwood Blvd. and drive off with a fancy set of wheels from Beverly Hills Unique Sports Cars on La Brea.

All of which can be found in Los Angeles, not Beverly Hills.

Need hormone replacement therapy or perhaps some hair replacement? Make a trek to Beverly Hills Rejuvenation Center. Looking for something cuddly to hug? Call Beverly Hills Teddy Bear Company. Pipes gone bad? Call Beverly Hills Plumbing Supply. You’ll find all three of them but they won’t be in Beverly Hills. They pay taxes to the city of L.A.

Apparently the Beverly Hills name carries some serious clout, even when it has nothing to do with the actual Beverly Hills.

Okay, Beverly Hills BMW, I get. They actually started out there before relocating east to their swanky new showroom on Wilshire near Highland, which is in Los Angeles. I guess the name reads sexier than “Just West of Koreatown BMW” on license plate frames.

But what is the deal with all of these other L.A. businesses dropping Beverly Hills in their names when they’re not even located in the tiny, yet uber-wealthy, sister city of Los Angeles?

Well, it’s all about name association of course. Products just sound like they’re going to be a little spiffier, of a higher quality, and services more polished when they come with Beverly Hills attached. It’s good ol’ fashioned advertising and it works. I know firsthand because I’ve used one or two of the above.

It’s understandable for ventures right on the edge of Beverly Hills – like Beverly Hills Tanning and the Four Seasons Hotel Beverly Hills. After all, you can walk twelve feet and be in the 90210, or at least the 90211. Across the street locales aside, though, this name game angle has taken on a life of its own.

Sticking to the ever-popular hotel category, the Courtyard Marriot in Century City (that’s Los Angeles) now advertises itself as the Courtyard Marriot Century City Beverly Hills.  Huh? A family booking a stay there and hoping to spot some celebrities may be a bit surprised to see they are in visual proximity to a nice Ralph’s Supermarket but not Ralph Macchio or any other celebrity named Ralph. More upscale but employing the same tactic, is the Sofitel Los Angeles at Beverly Hills, which, as you may have guessed is not at all in Beverly Hills, but it is right across the street from the famous Beverly Center, which also isn’t in Beverly Hills.

Now, I’ll play along if the product is superb. The next time I need a taxi, you know I’m calling Beverly Hills Cab Company, which is located east of La Cienega by the 10 freeway in Los Angeles. Note: They are near Rodeo, however, that’s Road, not Drive. Wherever they are, the taxis are clean, the drivers friendly and they won’t give you a meter rip-off tour of Los Angeles when you just want a ride from mid-Wilshire to the airport.

And if you can afford the fare they’ll even take you all the way to Beverly Hills Furniture, which is located in Jersey City, New Jersey.

T.M.

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