om beginnings
New health and wellness campaign kicks off in super glam Beverly Hills
O
kay, let’s face it, star-studded Beverly Hills is not your
average city. The home of Hollywood heartthrobs
and plush designer shops along Rodeo Drive, it’s an
affluent address to have in Los Angeles.
And keen to flag its progressive credentials,
officials are now pushing a city-wide health and wellness initiative
showcasing the area’s top destinations, led by keen yoga fan and
supermodel Christie Brinkley.
Beverly Hills: City of WELLTH brings together many of the city’s
most luxurious hotels and best restaurants to promote healthier
lifestyle choices, from food to fitness.
The initiative plays on the words ‘wealth’ and ‘health’, illustrating
a general shift to wellness, and away from traditional material
preoccupations.
Brinkley, a vegetarian since the age of 14 and committed to an
organic lifestyle, says a healthy, holistic way of life has been intrinsic
to her long career in the fashion and beauty industry.
“A balanced approach to diet, exercise and mindfulness is the keyCity of WELLTH
om beginnings
to happiness and life long vitality,” she says. “Wellness is glamorous!”
Among the campaign’s other champions is local yoga instructor
Caley Alyssa.
Yoga, movement and mindfulness are all part of the initiative’s
core tenets, while events across the city have included the likes of
spiritual guru, Deepak Chopra.
Julie Wagner, head of the Beverly Hills Conference and Visitors
Bureau, says the city wants to showcase a range of activities inspired
by the pillars of WELLTH: Move, Eat, Restore, Gratitude and Explore.
“The shifting status quo of how success is perceived in terms of
health and wellbeing – rather than through material and financial
wealth - means the desire for WELLTH is now a key factor in people’s
choice of travel destination.”
We think it’s a great idea. Still, Beverly Hills, with its sun, glamour,
and celebrities, is a naturally vibrant and healthy place to be.
Let’s start thinking how we can roll out something similar for some
of the UK’s sun-starved destinations – then we’ll really be making a
difference and getting even more people yoga fit!