ITEM A-1 — Beverly Hills City Council, June 9, 2026

STAFF REPORT
Meeting Date: June 9, 2026
To: Honorable Mayor & City Council
From: Magdalena Davis Jones, Community Outreach Manager Sara Scrimshaw, Venue Supervisor-Historic Site
Subject: Request from Fleurs De Villes and the Beverly Hills Conference and Visitors Bureau to Be the Exclusive Partner for an 8-Day Flower Exhibition at Greystone Mansion, Including Venue Permit Waivers of $212,641, for October 28 Through November 4, 2026 Attachments: 1. Proposal from Fleurs de Villes for Flower Show Special Event

2. Letter of Support from the Beverly Hills Conference and Visitors Bureau

3. Committee Liaison Report from June 2, 2026 (without
attachments)

INTRODUCTION
This item provides the recommendation from the City Council Liaison/Rodeo Drive /Special Events /Holiday Program Committee of Mayor Corman and Vice Mayor Wells for a proposal from experiential company Fleurs de Villes, with the support of the Beverly Hills Conference and Visitors Bureau (CVB), for the City to be an exclusive host partner for a flower show special event at Greystone Mansion and Gardens. The show is proposed to include large-scale floral mannequins costumed in outfits from the HBO show “The Gilded Age” from October 28 through November 4, 2026. The proposed request includes venue permit waivers from the City as the exclusive host venue, a ticketed model of sales for the event, and a 20% revenue share to the City.

DISCUSSION
The Liaison Committee of Mayor Corman and Vice Mayor Wells heard the proposal from Fleurs de Villes with the support of the Beverly Hills CVB, and were in support of this type of experiential event. They recommended that the item move forward with the event, while including additional elements for community benefit, such as charitable components to restore Greystone, or benefit a local charity, and an early bird price for residents. They also requested more details on how the show benefits local services and businesses, and the potential earned media from partnering.

Fleurs de Villes is evaluating with City staff and will bring an updated presentation to the meeting.

BEVERLW
HILLS
Meeting Date: June 9, 2026

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Fleurs de Villes is the world’s only global flower show brand. With over 160 shows over the last 9 years, they are highly respected as creating unique experiential events with luxury fresh floral shows. As their name states, “flower of cities”, in each city that they popup, their goal is to take audiences on a journey of floral discovery. This type of experiential event has been actively sought after by the City and its partners, so the Beverly Hills CVB engaged firmly with Fleurs de Villes to propose an exclusive greater Los Angeles venue partnership for a show.

Different than the traditional flower show model, the Fleurs de Villes shows combine history, art, and culture. While no two shows are ever the same, their event model of working with the hosts to fit their brands, and utilizing exclusively local florists, to make the partnerships beneficial for the communities served, including small businesses.

The proposed show for Greystone Mansion is for the hit HBO drama The Gilded Age, a critical and commercial success now set to debut its 4th season, drawing over 5 million viewers for its previous season, a jump from the season prior. The distinct characters and opulent style lend itself to the venue’s historic mansion and garden setting. Fleurs de Villes The Gilded Age will make its only Southern California stop at Greystone Mansion, proposed for October 28 through November 4, 2026, for the ticketed show. The show includes one day of load-in and one load-out as well.

There will be concentrated effort of support from both Fleurs de Villes and HBO, along with the City, to make the announcements of the show in June, pre-sale tickets in August, general ticket sales in September, and the show from October 28 – November 4 at Greystone. Full details of the schedule can be found in Attachment 1. After discussions with staff regarding community benefit, Fleur de Villes is proposing 2 days of pre-sale tickets for residents to have the first opportunity to purchase.

The show will take place inside Greystone Mansion daily from 9am-5pm, with 15-minute ticketed timeslots to stagger guests. With the current timing, the estimated guest count is 1,500-2,500 guests per day, at an approximate public ticket price of $33 each. That could be the presale discount to residents, should the Council recommend, with the public ticket higher. The ticket nets a $28 profit per. The show itself features 15 fresh floral mannequins, each with a different costume from the show. Fleurs de Villes has a goal of adding additional installations from approved sponsors, another way to involve local brands and luxury elements. The sponsor installations will also be floral, and integrated into the brand for both the City and Gilded Age show.

Fleurs de Villes manages both the logistics and marketing alongside the host venue partner, and would do so with the City. With this show they are also proposing to conduct a myriad of items in addition to the ticketed show to ensure fantastic media coverage and local engagement, VIP experiences, and opportunities for even more special events. A media tour, VIP launch event, Florist Awards, two customer-facing contests, social media coverage, and more have been evaluated by staff in their proposal. Liaisons recommended that the additional events be looked at to include a charitable component, perhaps to a local nonprofit, or most specifically recommended to support restoration of Greystone Mansion and Gardens.

For marketing, the Liaisons clarified that the show would be promoted not only by the City, but Fleurs de Villes itself, and they confirmed in addition to their mailing list of tens of thousands, it will also be promoted by HBO, which has 241k followers on their Gilded Age accounts, 6.8 million and 4.8 million on HBO and HBOmax accounts, respectively. The Meeting Date: June 9, 2026

Page 3 of 5 ends

projected free media investment is in the hundreds of thousands, or higher, for the publicity the flower exhibition would earn.

The organizers noted that their goal is to absolutely buy local, not just from the florists who receive a stipend to create the floral display mannequins, but for all aspects of the show, from food and beverage to hotel stays, printing and handywork needed for it. The show estimates that it will contribute both to sales tax and TOT, by hiring and staying local, similar to past large events, such as the Vanity Fair post-Oscar party, Golden Globes, or last year’s Great Elephant Migration show.

Special ticketed and invite evening events as well, such as on Halloween, are proposed to take place. Some of the events may be arranged as part of a sponsorship agreement.

As part of the City’s commitment, we along with the CVB would be responsible for hosting the VIP night for the show. The VIP night staging, food and beverage could also be sponsor-funded, with the size of the VIP night mutually agreed-upon by the City and Fleurs de Villes (and the sponsor if applicable).

City staff will be onsite at all times to provide the knowledge and security needed for the show’s execution. Fleurs de Villes will work with City staff to ensure all elements of the show meet preservation guidelines expected for all events at Greystone.

There are certain logistical elements to the event, such as parking, that are still under discussion. While the Mansion and some adjacent areas would be restricted to the show, the Gardens are proposed to remain open for the public under the current model.

There are also show opportunities that are currently under discussion. Once approved by City Council, sponsors that align with both their brand and the City can be sought by Fleurs de Villes, and the opportunities to sell items such as food and beverage from local providers, gift shop items or merchandise, may be reviewed and approved by staff, . It was noted by Liaisons that we have several local businesses that align with both the Gilded Age show, and Beverly Hills as a whole, such as Tiffany, and local hospitality restaurant businesses that could benefit from participating as sponsors or vendors.

The current show proposal has no upfront costs to the City but instead proposes a waiver of venue rental fees and staff costs. Fee waiver request for use of Greystone from October 27-November 5 includes 1 load in and 1 load out day, and the show itself as follows:

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It should be noted that the above costs assume that the park remains open to the public throughout the duration of the show. If the park is closed to the public there is an additional $25,000 fee waiver per day plus $603 per day staff costs.

Staff recommends that all aspects of the show, from the ticketing and sales, to the sponsor and funding model, daily and evening events, be evaluated for this initial show. Fleurs de Villes has expressed their goal to create a future multi-year agreement with the City for Greystone, for an annual flower show at the Mansion, and even potentially other pop-ups as desired by season. An annual show will help build momentum and make for a fun experiential event partnership the public can look forward to year over year, with unique themes and potential sponsors in future years.

FISCAL IMPACT
The current show model has no upfront costs to the City , and instead proposes a waiver of venue rental fees and staff costs totaling $212,641.The Liaisons understood that the revenue from the show would offset totally the $20,675 in overtime staff costs (“hard costs”) and wanted to look for ways to give back to Greystone in particular, either with the show itself or by having a donation option for guests. It was also noted that the earned media, at no cost to the City, was in the hundreds of thousands or more, given HBO’s involvement along with Fleurs de Villes.

In return for the exclusive venue host investment, the City will be paid 20% of net ticket sales. Tickets sales may include regular, daytime 9am-5pm timed ticket sales estimated at 1,500-2,500 guests per day at approximately $33 per ticket, with a $28 net profit; as well as yet-unknown evening ticketed events with additional guests at a separate, higher, price-point. With conservative guest estimates for the regular show tickets alone, the City would be paid approximately $67,200. Should the tickets sell out at a max of 2,500 guests per day for all 8 days, the City would be paid $112,000. Additional revenue would be gained from the evening events, and Liaisons recommended looking at options for guests to donate to Greystone Mansion as well.

In addition to the waivers and payments as laid out above, there may be opportunities for additional marketing and communications efforts, should the Liaisons recommend. The budget for these items would be in Policy & Management’s regular, general fund budget, such as in the Communications budget for local newspaper advertisements for example, or could be taken from Tourism and Marketing (TOT) funding should the liaisons request items that have additional hard costs like banners, for example. This event is in line with the tourism and marketing goals of the City and CVB.

The Tourism and Marketing budget also traditionally supports the Conference and Visitors Bureau workplan, Rodeo Drive Committee workplan, the marketing portion of the Chamber of Commerce workplan, Rodeo Drive Holiday Décor and Lighting Celebration event, a portion of the Concours d’Elegance event, and trademark branding legal services.

Ticket Net Guest Count
(conservative
figures, daytime
only)
20% to City Oct 28-Nov 4
show
Total
$28 per
ticket
1,500 per day $5.60 per
ticket
8 days $67,200
$28 per
ticket
2,500 per day $5.60 per
ticket
8 days $112,000
Meeting Date: June 9, 2026

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RECOMMENDATION
Staff recommends City Council approve the proposed event and the requested fee waiver of $212,641 for use of Greystone Mansion, to be the exclusive venue host for the Fleurs de Villes :”The Gilded Age” Flower Exhibition, in partnership with the Beverly Hills Conference and Visitors Bureau, on October 28 through November 4, 2026.Staff also recommends City Council approves the profit sharing proposed at 20% of ticket sales for both general show admission, and any special evening events as well.

Keith Sterling,
Deputy City Manager
Approved By
Attachment 1
OCTOBER 27 - NOVEMBER 4, 2026

FLEURS DE VILLES
HB om6NAt

THE GILDED AGE

GREYSTONE
flowers make us happy
Fleurs de Villes cultivates luxury floral shows that bloom with happiness.

We travel the world connecting communities through floral storytelling, showcasing incredible local floral artistry at every stop.

Our name is our guide: Fleurs de Villes means flowers of cities and in each city that we pop up in, we take our audiences on a journey of floral discovery – telling stories through flowers while showcasing talented local florists and the partners who support them.

FLEURS DE VILLES
Fleurs de Villes is the world’s ONLY global flower show brand.

We are known for stunning fresh floral mannequins - each one designed to inspire joy, share stories, and celebrate local artistry.

Over the past nine years we have created over 160 unique luxury fresh floral events, ranging from 5-10 days each, seen by HIGHLY ENGAGED CONSUMERS…
…in 35 major cities, in 5 countries, supporting over
1,600 of the world’s FAVORITE florists.

Our brand of experiential engagement is REPEATEDLY
secured by TOP luxury focused shopping, botanical gardens, historic sites and hotel destinations, supported by
LEADING BRANDS, each with a unique story to tell.

FLEURS DE VILLES
Fleurs de Villes has changed the traditional flower show model, creating much sought after touring experiences
with strong brand loyalty, solely focused on floristry.

Our unique blend of history, art and culture, defines an intimate experience unlike any other, with financial
support for our floral partners.
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Each show is an entirely unique,
custom experience
From our signature Mannequin Collections in one set location, to Floral Trails through expanded mixed-use communities, we bring tens of thousands of people together in the love of flowers.

No two shows are ever the same.

We work with our partners to framework events and activations unique to their brand objectives and aligned with our highly desirable audience and top host partner destinations.

We then bring everything to bloom - including all local florists - creating a floral experience like none-other.

FLEURS DE VILLES

BESPOKE FLOWER EVENTS
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COMMITTED TO LOCAL FLORAL ARTISTRY.

At Fleurs de Villes, we proudly champion the work of local floral artists, each a small business owner, whose creativity brings our shows to life. Their talent shapes every installation, and celebrating their artistry is central to our mission.

Our Floral Awards further elevate these designers, recognizing outstanding creativity and craftsmanship while helping them gain valuable visibility and new opportunities.

Through JARDIN, our content and demonstration garden,
we offer visitors an inspiring space to learn from local florists through live demonstrations, presentations, and hands-on moments.

Together, these experiences reinforce our commitment to supporting and showcasing the floral talent flourishing in every city we visit.

FLEURS DE VILLES

BESPO KE FLOWER EVENTS
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Following the huge success of our touring Fleurs de Villes Downton Abbey in 2025…. …we are proud to announce a new show this year, in select mansions around the country.

FLEURS DE VILLES

DOWNTON ABBEY
Fleurs de Villes THE GILDED AGE celebrates the hit HBO® drama, inviting audiences to experience its world of ambition, power, and Gilded Age grandeur in a fresh and unexpected way — reimagined through our signature floral storytelling.

From October 27 - November 4, 2026, Fleurs de Villes THE GILDED AGE will make its only Southern California stop at Greystone Mansion in Beverly Hills, showcasing a curated collection of stunning fresh floral mannequins by local talented floral designers, in official partnership with HBO®.

Each floral masterpiece interprets the series’ distinct characters and opulent style — from the bold, aspirational gowns of Bertha Russell to the refined sophistication of Agnes van Rhijn, the understated elegance of Marian Brook, and the modern perspective of Peggy Scott — bringing the elegance and intrigue of The Gilded Age to life in full bloom.

FLEURS DE VILLES
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THE GILDED AGE
Examples of the types of costumes which will be interpreted in flowers:

Timeline and support for the show at Greystone Mansion
Mid June
Media release
In partnership with
HBO announcing all
locations for the show
(Cheekwood, Filoli,
Greystone Mansion
and others).

This leads to a landing
page on the Fleurs de
Villes website for more
information and sign
up for ticket release
information.

August 30
Pre-sell ticket days.
2 days
For aligned partners
including Beverly Hills
residents, Fleurs de Villes
and aligned partner
audiences - all done by
special codes.

Emails will go out the week
prior to these select
groups.

September 1
General Public ticket
sales.

Monitored by Fever.

On-going digital ticket
sale promotion, and PR
ramping up.

Including:
- Digital/social media
campaigns - Fleurs de
Villes channels
- Partner and sponsor
channels
September 14
Heavy up media and
PR pushing to
purchase.

Increased PR,
marketing and paid
media to support ticket
sales.

Florist lineup is
announced and
additional promotion
from the florists begins.

All partners are given a
communications toolkit
with aligned assets.

October 27
Official dignitary ribbon
cutting press event and
florist awards.

Consistent ongoing
promotion and ticket sales
monitoring by Fever and
Fleurs de Villes.

DETAILS

GRI YSIONI

FLEURS DE VILLES

CONFIDENTIAL PROPOSAL OVERVIEW
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This is a ticketed event with a price point close to $ 28 net per person (ticket/booking fees are on top of for a total price of $ 33 est.) Tickets will be sold in :15 minute increments to ensure an even flow of traffic. First ticket entry will be 9:00 am, last entry at 5pm daily. Special evening events are anticipated with permission - Halloween for example. Average Daily attendance anticipated between 1,000- 2,500 people, spread out by time slot. With a first year show it is hard to predict exact numbers. We are of course hoping for a great success.

Wednesday, October 28 - Thursday, November 4. 8 days open to the public by prebooked ticket through the Fever platform. Set up on October 27 and strike of the exhibition after closing on November 4 and the morning of the 5th. Out by noon.

Greystone Mansion & Gardens, Cty of Beverly Hills

DETAILS
- E OPERATING HOURS AND
'
Fleurs de Villes THE GILDED AGE. Celebrating the launch of the 4th season of the HBO Original The Gilded Age in flowers, launching Fall 2026. Fleurs de Villes Inc. has negotiated exclusive rights to produce flower shows in very select destinations around the world. Fleurs de Villes will work with host partners to ensure full compliance with the rights we have procured (as we did very successfully with our Downton Abbey shows in 10 markets in 2025). This is an easy process with pre-approved assets created by Fleurs de Villes which are shared with host partners, florists and other aligned organizations. NOTE: Fleurs de Villes has worked closely with HBO in the past, most recently at The Plaza Hotel in NYC, celebrating the end of Season 3 in the most beautiful of ways. More here:
https:.//www.fleursdevilles.com/post/the-gilded-age-blooms-in-nyc

FLEURS DE VILLES TO
. . . .
. . . .

INVESTMENT

TICKET ON SALE DATE
with a different theme every year, as we do in so many other locations around the world - 15 fresh floral mannequins, each depicting a different character from The Gilded Age, throughout Greystone Mansion, with additional installations added through approved sponsors and added budget
- Coordination of all local floral artists, floral wholesalers, and suppliers with the care and upkeep of each installation attended to daily - Full installation (set-up and strike) with local FdV crew (floral teams and labor) in a highly coordinated plan with the FdV logistics team working closely with the Greystone Mansion team
- Planning and execution of a Media tour/VIP Launch/Florist Awards event in collaboration with Greystone Mansion/City of Beverly Hills, with integral PR services to promote overall show (catering for event not included)
- Signage at each display stating the name of the character with visual, the local floral designer, promotion and links to the event on FHeurs de Villes website and Greystone Mansion as well
- Execution and promotion of two customer-facing contests: Fan Favorite - with Opt-In database for Greystone Mansion, and a Social Media contest - Strong social media push before and during the event, with every installation being shared to our global audience - A'toolkit' of images and design elements and a full Fleurs de Villes creative package (signage, decals, social media posts, ads, video, etc.) all pre-approved by HBO - Professional photography/video of mannequins and installations delivered within 24 hours of launch with full rights to share - A project manager, team members (including ticket-takers) and ambassadors for the duration of the event, FdV co-founders available for interviews, along with local florists
- Insurance as required and adherence to all on-site policies - Fleurs de Villes will handle all ticket sales through Fever, and build a microsite to handle all queries with FAQs listed in conjunction with information from Greystone Mansion
- On site personnel to open, close and operate the mansion daily including security and cleaning during opening hours for the entire show, including set up and strike days
- Promotion of the show through Greystone Mansion/City of Beverly Hills channels, connections and media (FdV will provide creative assets) - Adherence to approved communication assets, with full integration of Greystone Mansion/City of Beverly Hills logos and content points - Regular meeting times with the team, and quick turnaround on any creative approvals - Any additional wayfinding signage which might be required on site -VIP night staging, if required, drinks and food (can be sponsor funded) Afee of 20% of net ticket sales (after taxes and ticket fees) will be paid to Greystone Mansion. Payment will be made with clear transparency on ticket sales, as reported by ticket partner Fever. F&B and gift shop sales to be kept by Greystone Mansion/City of Beverly Hills. Fleurs de Villes will sell some branded merchandise which will be sold separately with payment managed and kept by Fleurs de Villes. Fleurs de Villes will be permitted to bring in additional, pre-approved, nonconflicting sponsorship which would provide additional installations, enhancement and promotion of the show. Payment will be made to Greystone Mansion by November 30th, 2026
-On sale day to the public: September 1, 2026, with two days presale to specially selected groups: Beverly Hills residents, Fleurs de Villes database and aligned partner databases
Fleurs de Villes will announce the show in mid-June via a collaborative national media release with HBO, showcasing all of the partner locations. A holding page on the Fleurs de Villes website will list all shows with links to host partner websites with dear markers of on-sale dates. Guests can pre-register their interest and will be sent an email when tickets go on sale. Promotion will include a dedicated PR strategy (national and regional) through Fleurs de Villes channels and with a dedicated local PR affiliate, or work with the Greystone Mansion and/or City of Beverly Hill PR lead. The Fever ticketing platform and Secret Media network will PROMOTION & MARKETING have a strong promotional strategy in place, with paid digital media being the main focus of promotion. Fleurs de Villes will provide a detailed marketing plan prior to the launch of tickets, and a complete and detailed post-event summary with media report one month after the show has ended and all media is in.

Fleurs de Villes will have a dedicated Communications Manager working with Greystone Mansion, The City of Beverly Hills and all affiliated partners to coordinate all-party promotion and media.NOTE: This is the FIRST show that Fleurs de Villes has done in the Greater Los Angeles area, having been at South Coast Plaza in Orange County for many years prior (6). We have many fans in the region looking to see where we will reappear, This is a great PR hook.

Fleurs de Villes has written support from The Beverly Hills Conference & Visitors Bureau, early conversational support from the Rodeo Drive Committee and will seek further support from the Chamber of Commerce. We will also work with select hotels in the region for support and other aligned partners.

Fleurs de Villes looks to create a multi-year agreement with Greystone Mansion and The City of Beverly Hills - for an annual flower show at the Mansion and with select pop-ups as desired by season, We have many different themes and unique IP we can bring to this arrangement, building strategic momentum as we do in other regions.

A CARING COMPANY. A SOCIALLY SUPPORTIVE MANDATE.
• Sustainability - repurposing of fresh flowers
through giveaways and donations to attendees or
local care homes
• Green initiatives - the Slow Flower/Local Flower
movement and industry advancement in this area
• Local and national charities – we are global partners of the Breast Cancer Research Foundation, helping to
raise much needed money for research, awareness
and experiential support
• Community partners - from school and senior groups
coming to our shows and on to key stakeholders in the
cities we align with, we are partner friendly and work
collaboratively, and respectly
• Local independent businesses: from florists and
floral wholesalers, to local printers, ambassadors
and labour, our investment into the community is
something we are very proud of
• Businesses led by women and underrepresented
communities
• Indigenous reconciliation through indigenous
storytelling and representation
• 2SLGBTQIA+ community/businesses and
affiliated charities
• Local arts organizations – from ballet, opera and
symphony entities to famous art and portrait
galleries, Broadway shows and local theatres
Fleurs de Villes works diligently to support and promote many of the following businesses and initiatives within each city we pop-up in:
flowers make us happy
flowers make us happy
FOR MORE INFORMATION, CONTACT:

Karen Marshall
Co-founder, Fleurs de Villes Inc.
[email protected]
t: 604-506-3221
-

FLEURS DE VILLES
Attachment 2
9400 S. Santa Monica Blvd. #102, Beverly Hills, CA 90210 | 310.248.1015 | [email protected] May 18, 2026
Honorable Craig A. Corman
and Members of the Beverly Hills City Council
Beverly Hills City Hall
455 N. Rexford Drive
Beverly Hills, CA 90210
Dear Honorable Mayor Corman and Members of the City Council:

On behalf of the Beverly Hills Conference & Visitors Bureau, we are pleased to support bringing a Fleurs de Villes floral exhibit to Greystone Mansion & Gardens: The Doheny Estate.

Fleurs de Villes is an internationally recognized floral exhibition company that celebrates art, culture, and community through immersive floral installations. Each exhibit is created in collaboration with local florists, designers, and businesses, highlighting the unique creative talent and offerings of the host venue or city.

The proposed event presents an exceptional opportunity to further position Beverly Hills as a destination for artistry, luxury, and culture. By transforming the storied Greystone Mansion into a visually stunning floral experience, the exhibit would attract both residents and visitors alike, while generating valuable exposure and economic impact for Beverly Hills retailers, restaurants, hotels, and hospitality partners.

The timing and theme of the proposal are particularly fitting. Inspired by HBO’s upcoming fourth season of The Gilded Age, the exhibition complements Greystone Mansion’s historic status and Beverly Hills’ legacy of elegance and sophistication, creating a culturally engaging experience with broad public appeal.

We appreciate your consideration of this meaningful cultural opportunity for Beverly Hills.

Sincerely,
Julie Wagner, CDME
Chief Executive Officer
Beverly Hills Conference & Visitors Bureau
cc: BHCVB Board of Directors

CONFERENCE &

VISITORS BUREAU
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Attachment 3

CITY OF BEVERLY HILLS

POLICY AND MANAGEMENT

MEMORANDUM
TO: City Council Liaison/Rodeo Drive /Special Events /Holiday Program Committee
FROM: Magdalena Davis Jones, Community Outreach Manager Sara Scrimshaw, Venue Supervisor-Historic Site
DATE: June 2, 2026
SUBJECT:

Request from Fleurs de Villes and the Beverly Hills Conference and Visitors Bureau for the City of Beverly Hills to be the Exclusive Host Partner for a Flower Show Special Event at Greystone Mansion, including Venue Permit Waivers, in October and November 2026
ATTACHMENTS: 1. Proposal from Fleurs de Villes for Flower Show Special Event

2. Letter of Support from the Beverly Hills Conference and Visitors Bureau

INTRODUCTION
This item provides a proposal from experiential company Fleurs de Villes, with the support of the Beverly Hills Conference and Visitors Bureau (CVB), for the City to be an exclusive host partner for a flower show special event at Greystone Mansion and Gardens. The show is proposed to include large-scale floral mannequins costumed in outfits from the HBO show “The Gilded Age” from October 28 through November 4, 2026. The proposed request includes venue permit waivers from the City as the exclusive host venue, a ticketed model of sales for the event, and a 20% revenue share to the City.

DISCUSSION
Fleurs de Villes is the world’s only global flower show brand. With over 160 shows over the last 9 years, they are highly respected as creating unique experiential events with luxury fresh floral shows. As their name states, “flower of cities”, in each city that they pop-up, their goal is to take audiences on a journey of floral discovery. This type of experiential event has been actively sought after by the City and its partners, so the Beverly Hills CVB engaged firmly with Fleurs de Villes to propose an exclusive greater Los Angeles venue partnership for a show.

The proposed show for Greystone Mansion is for the hit HBO drama The Gilded Age, a critical and commercial success now set to debut its 4th season. The distinct characters and opulent style lend itself to the venue’s historic mansion and garden setting. Fleurs de Villes The Gilded Age will make its only Southern California stop at Greystone Mansion, proposed for October 28 through November 4, 2026, for the ticketed show. The show includes one day of load-in and one load-out as well.

The show will take place inside Greystone Mansion daily from 9am-5pm, with 15-minute ticketed timeslots to stagger guests. With the current timing, the estimated guest count is 1,500-2,500 guests per day, at an approximate ticket price of $33 each. The show itself features 15 fresh floral mannequins, each with a different costume from the show. Fleurs de Villes has a goal of adding additional installations from approved sponsors, another way to involve local brands and luxury elements. The sponsor installations will also be floral, and integrated into the brand for both the City and Gilded Age show.

Special ticketed and invite evening events as well, such as on Halloween, are proposed to take place. Some of the events may be arranged as part of a sponsorship agreement. As part of the City’s commitment, we along with the CVB would be responsible for hosting the VIP night for the show. The VIP night staging, food and beverage could also be sponsor-funded, with the size of the VIP night mutually agreed-upon by the City and Fleurs de Villes (and the sponsor if applicable).

Staff has discussed with, and Fleurs de Villes understands, the limitations to Greystone in both being a historic building, and with logistical details like hours of operation due to adjacent residents, and are prepared to work with the City within all current rules and restrictions. They are very familiar with working with historic buildings from other shows. City staff will be onsite at all times to provide the knowledge and security needed for the show’s execution. Fleurs de Villes will work with City staff to ensure all elements of the show meet preservation guidelines expected for all events at Greystone.

There are certain logistical elements to the event, such as parking, that are still under discussion.

While the Mansion and some adjacent areas would be restricted to the show, the Gardens are proposed to remain open for the public under the current model.

There are also show opportunities that are currently under discussion. One approved by City Council, sponsors that align with both their brand and the City can be sought by Fleurs de Villes, and the opportunities to sell items such as food and beverage from local providers, gift shop items or merchandise, may be reviewed and approved by staff, should the Liaisons recommend.

The current show proposal has no upfront costs to the City, but instead proposes a waiver of venue rental fees and staff costs. Fee waiver request for use of Greystone from October 27-November 5 includes 1 load in and 1 load out day, and the show itself as follows:

Event Staff Costs Rental Permit Fees Total
Eight-day show
9am-6pm daily
2 days load in & out
$17,057 $170,753 $187,810
Three evening events
6-9pm
Details TBD*
$3,618 $21,213 $24,831
Totals $20,675 $191,996 $212,641
*F&B, rentals, or other event costs for these evening events are not included, nor are additional dates for sponsor-led events, which would have to be determined to be waived (venue rental) or paid (personnel) as part of the sponsorship
It should be noted that the above costs assume that the park remains open to the public throughout the duration of the show. If the park is closed to the public there is an additional $25,000 fee waiver per day plus $603 per day staff costs.

FISCAL IMPACT
As the current show model has no upfront costs to the City, but instead proposes a waiver of venue rental fees and staff costs. In return for the exclusive venue host investment, the City will be paid 20% of net ticket sales. Tickets sales may include regular, daytime 9am-5pm timed ticket sales estimated at 1,500-2,500 guests per day with a $28 net amount; as well as yet-unknown evening ticketed events with additional guests at a separate price-point. With conservative guest estimates for the regular show tickets alone, the City would be paid approximately $67,200. Should the tickets sell out at a max of 2,500 guests per day for all 8 days, the City would be paid $112,000.

In addition to the waivers and payments as laid out above, there may be opportunities for additional marketing and communications efforts, should the Liaisons recommend. The budget for these items would be in Policy & Management’s regular, general fund budget, such as in the Communications budget for local newspaper advertisements for example, or could be taken from Tourism and Marketing (TOT) funding should the liaisons request items that have additional hard Ticket Net Guest Count
(conservative figures,
daytime only)
20% to City Oct 28-Nov 4
show
Total
$28 per ticket 1,500 per day $5.60 per ticket 8 days $67,200 $28 per ticket 2,500 per day $5.60 per ticket 8 days $112,000 costs like banners, for example. This event is in line with the tourism and marketing goals of the City and CVB.

RECOMMENDATION
Staff recommends that City Council Liaisons review the proposal for the event and funding model from Fleurs de Villes, with support of the CVB, and provide recommendations, if any. Based on Liaison feedback, this item will be taken to the full City Council for review and approval at the June 9, 2026, study session meeting.

Beverly Hills City CouncilJune 9, 2026

Beverly Hills City Council
June 9, 2026