The New Era of Rodeo Drive

Welcoming Kay Monica Rose, The Newly Appointed Rodeo Drive Committee President

Rodeo Drive Committee President Kay Monica Rose, photo by Kate Jones.

Rodeo Drive, world-renowned for luxury and prestige, is constantly evolving. The recent grand opening of the 30,000 sq. ft. new Chanel boutique (the largest in the US), the bold transformation of Amiri, and planned renovations for high-end fashion houses like Cartier and Dior, signify a persistent forward momentum on the iconic street.

Drawing in a staggering five million visitors annually, the iconic three-block stretch, a pantheon of over a hundred illustrious brands, is a testament to its contribution to the annual $1.5 billion tourist spend.

Kay Monica Rose, the newly appointed President of the Rodeo Drive Committee as of July 1, 2023, steps into her two-year role at a defining moment in the luxury shopping district's history. As the first woman of color to lead the committee, Rose embodies the spirit of diversity and innovation in the heart of luxury retail. "We're more than committee members; we're custodians of a legacy and pioneers of its future," Rose shares.

The committee, boasting an array of industry professionals, Rodeo Drive landlords, and key decision makers, is tasked with continuously improving the Rodeo Drive experience. Rose is set to infuse her vision into the boulevard with initiatives such as public art installations and fashion-forward events, like the annual ‘Rodeo Drive Celebrates’ program in August and October, that highlight the craftsmanship on the street and the city’s artistic vibrancy. Building on the legacy left by Rodeo Drive Committee co-founder Fred Hayman, known as the "Godfather of Rodeo Drive", Rose envisions a bright future for the luxury shopping district.

Her leadership aims to strike a balance between the allure of physical retail experiences and the rise of the digital era, ensuring Rodeo Drive continues to flourish as a global icon of luxury. The newly-formed Executive Committee, led by President Rose, comprises returning Vice President Kiersten Dunn, Vice President and former twice-RDC President Kathy Gohari, newly appointed Vice President Chelle Kearney, and returning Treasurer and former RDC President Mark Tronstein, signifying an exciting era of change and growth at Rodeo Drive.

Rodeo Drive Committee President Kay Monica Rose, photo by Kate Jones.

Beverly Hills Living (BHL): Congratulations on your recent appointment as President of the Rodeo Drive Committee, Kay. Could you tell us about your background and aspirations in this new role?

Kay Monica Rose (KMR): Thank you. I’m very excited to serve as President of the Rodeo Drive Committee. I am the Managing Director at Auto Vault Storage, which has operated on Rodeo Drive for the last 40 years and have been involved in the business for 10 years. I was born and raised in New Orleans, Louisiana, where there is a strong sense of community and we were always encouraged to advocate for our beliefs. I was honored to serve as Vice President of the Rodeo Drive Committee from 2021-2023, and will now continue the great work our members and board have accomplished to advance this iconic luxury fashion street. As president, my aspiration is to preserve and propel Rodeo Drive forward – for it to reach its greatest and highest potential.

BHL: As the new President, what are some of the first initiatives or projects you plan to launch? How do these tie into your vision for the future of Rodeo Drive?

KMR: One of the first initiatives I have worked on with my executive board is to bring French street artist Mr. Brainwash’s sculpture installation Imagiro to Rodeo Drive. The vibrant and accessible public art installation will be installed along the length of the street through the summer season until September 25 and is free and open to all. I believe in activating the street and inviting visitors and residents to experience fashion, art, and culture in person. Coming next is ‘Rodeo Drive Celebrates Fashion’ from August 7-13 and then ‘Rodeo Drive Celebrates Timepieces and Fine Jewelry” from October 1-7: two dedicated week-long programs for which our members will open their doors with special invitations and bespoke in-store experiences in celebration of the extraordinary craftsmanship and innovation on the street.

BHL: How do you plan to draw in a younger audience and adapt Rodeo Drive's shopping experience to appeal to the digital generation?

KMR: Rodeo Drive’s global audience – and that of new luxury more broadly – has been driving advances in the digital space for many years. Rodeo Drive’s digital footprint is expanding through its social channels including Instagram, Facebook, TikTok, collaborations with content makers and influencers, and a dedicated podcast. The in-person experience on the street in the boutiques with the collections and products is as important as their digital iterations. Today younger audiences want to be immersed in experiences that speak to them personally and to share their observations and memories through new digital worlds.

BHL: We’d love to learn more about your personal style. Could you elaborate on this and discuss how your style may shape the future of the area?

KMR: I’m a Southern girl raised in New Orleans that loves to dress formally and fashionably - dresses, handbags, shoes. I believe wearing curated and accessorized looks strengthens one’s confidence and sends out great energy. My style is very much my own and reflects my personality and taste.

BHL: What are some of your core values? How do these values guide your leadership, and how do you plan to imbue them into the atmosphere of Rodeo Drive and work alongside the RDC?

KMR: I am very passionate about Rodeo Drive. Auto Vault has been on the street for over three decades and is where I have worked for the last decade with a dedication to serving each client. My core values are a passion for excellence and kindness and I believe these are felt by those around me and show from the inside out.