New York’s coveted “Fashion Night Out” is going bi-coastal on September 10th and will now also take place on the famed Rodeo Drive in Beverly Hills. The Los Angeles Times is reporting:

The Rodeo Drive Committee tells us nearly 50 of the street’s luxury retailers are on board for the fashion-focused fete, including Chanel, Gucci, Giorgio Armani, Prada, Salvatore Ferragamo, and Valentino…the evening’s festivities will include extended shopping hours, cocktail parties and other assorted in-store events.

As an incentive to shop, the West Coast committee is erecting an enormous Ferris Wheel at the end of the 200 block which will be free to shoppers who have a receipt from the night’s event.