The Secret Rosé Garden Beverly Wilshire
Beverly Wilshire came to Liz Ash looking for a one-night event to celebrate its 90th anniversary. I saw something bigger.
Hidden above Rodeo Drive was a 6,000-square-foot terrace that had sat largely unused for years. Instead of creating another anniversary party, I proposed turning that dormant space into an entirely new hospitality experience: The Secret Rosé Garden.
What began as a request for one evening became a 73-day rooftop destination, complete with its own guest journey, food and beverage program, environment, programming, social strategy, press story, and reservation model.
One event became an entire world.
Discovery Became part of the experience.
The Secret Rosé Garden began before guests ever saw the rooftop.
The terrace itself had been dormant for years, hidden above Rodeo Drive and inaccessible to the public. Rather than disguise that limitation, I turned it into the first chapter of the experience.
Guests entered through Room 211. At first, it seemed almost empty. Pale pink wallpaper. Wall-to-wall lollipop-pink shag carpeting. One carefully chosen vintage poster. No obvious indication of what came next.
That uncertainty was intentional.
The room became a pause between the hotel and the garden, a surreal little world that invited guests to stop, look, photograph, and wonder. People began taking selfies before they had even reached the main experience. Hundreds of images appeared across Instagram. What had been designed as a passage became one of the activation’s most photographed moments.
Then came the Reveal.
Guests moved through the hidden passage and stepped out onto a rooftop garden suspended above Rodeo Drive: roses, greenery, lounge seating, cocktails, games, music, and the city unfolding beneath them.
The entire journey was designed around discovery. Nothing was revealed all at once.
Operationally, the experience was just as considered. Seating was intentionally limited, reservations were timed, and the rooftop remained open enough for guests to move, explore, linger, photograph, and share.
The strategy was simple: make every step toward the destination part of the destination itself.
The Garden
Once guests reached the rooftop, the world opened up.
A 55-foot floral wall wrapped the terrace in roses. Greenery climbed across the space. Roses appeared overhead. Lounge seating softened the edges of the rooftop while bocce, badminton, and open social areas gave people permission to move through it rather than simply sit and dine.
Nothing was there just to decorate the space.
The environment was designed to keep guests circulating, discovering, photographing, eating, drinking, and staying longer. A rosé flight might lead to a game of bocce. A cocktail might become a photograph against the floral wall. A dinner reservation could turn into an entire evening above Rodeo Drive.
The food and beverage program became part of the story: rosé, frosé, oysters, caviar, black truffle fritters, cheese plates, and rose-inspired desserts by celebrity pastry chef Chris Ford, including a Rosé Sundae finished with 23-karat-gold raspberry rosé gummies
Social Strategy
The experience was built to travel beyond the rooftop.
I created #RoséOverRodeo as the connective thread between the physical activation and the social conversation surrounding it.
Guests, influencers, and media were not simply attending the experience. They became part of its distribution.
Room 211 created the first photograph. The floral installations created another. The cocktails, desserts, skyline, games, and garden created more.
Instead of asking people to post, the environment gave them reasons to.
The hashtag extended the activation beyond the hotel and continued to appear in guest and influencer content long after individual visits ended
HAPPY ENDINGS…
What began as a request for a one-night anniversary event became a summer destination.
For 73 days, the rooftop drew hotel guests, Beverly Hills locals, Rodeo Drive visitors, media, influencers, and travelers into a part of the property that had previously sat dormant. Reservations filled, social content multiplied, press followed, and the activation became part of the summer conversation in Beverly Hills. 2026_Case Study_RoseAllDay_F
The strongest proof came afterward.
Beverly Wilshire asked me to return the following summer and recreate the concept because of the demand generated by the first activation.
NUMBERS
73 days
A one-night anniversary brief became a full summer activation.
6,000 sq. ft.
An underused rooftop became a hospitality destination overlooking Rodeo Drive.
10,000+ guests
350+ influencers
20+ media hits
$350 average spend
Thousands of Instagram posts
Returned the following year due to demand
WHAT THEY SAID
“Not a single detail was overlooked… its thoughtfulness and originality was like a Chanel Beauty House.”
— Pretti Please