New Marketing Metric: Return on Granite

Will $850-per-linear-foot granite-paved sidewalks provide the kind of return on investment to keep Rodeo Drive as the premiere shopping district? Beverly Hills city manager Roderick Wood thinks that’s exactly what the city needs to do to help protect, market and defend the posh shopping area.

As reported in the August 25 LA Times, Beverly Hills is considering ripping out dull concrete sidewalks and replacing them with “glimmering Kenoran Sage granite pavers” to protect the city from other luxurious competitors such as Las Vegas, Dubai, Vail, Martha’s Vineyard.

While city leaders appear to be satisfied with the potential return on investment, the LA Times reports that “merchants who cater to celebrities, splurging tourists and the wealthy cringe at the thought of another round of sidewalk barricades, construction dust and noise in front of their fancy restaurants and expensive boutiques.” Merchants also cringe at the fact that they’d have to foot the $850/ linear foot cost of the new granite pavers.

The sidewalk controversy ultimately will be decided by the City Council, which, according to the LA Times, is “stonewalling on granite.”