Julie Wagner has orchestrated one of the most remarkable transformations in destination marketing, elevating Beverly Hills from an already prestigious location into the undisputed global standard for luxury experiences. As Chief Executive Officer of Beverly Hills Conference & Visitors Bureau, Wagner leads a sophisticated operation that attracts the world’s most coveted brands, from Michelin-starred establishments by culinary legends like Wolfgang Puck and Massimo Bottura to flagship experiences from heritage houses including Cartier, Patek Philippe, and Chanel. Under her stewardship, Beverly Hills recently celebrated its 110th anniversary with over 30 new luxury additions, cementing its position as the destination of choice for ultra-high-net-worth individuals from across the globe.

In this exclusive interview with The Executive Magazine, Wagner shares the strategic insights that have driven Beverly Hills’ evolution into a 24-hour luxury ecosystem. Her impressive career trajectory—from developing direct marketing programmes at Princess Cruises to an 18-year tenure with Hilton Worldwide’s premium properties before ascending to lead one of the world’s most prestigious destinations—provides a masterclass in luxury brand leadership. Recently recognised as one of Luxury Daily’s ‘Women to Watch,’ Wagner has successfully positioned Beverly Hills to capitalise on major global events including the 2026 World Cup, 2027 Super Bowl, and 2028 Olympics, whilst maintaining the intimate, village-like atmosphere that attracts discerning visitors to this remarkable 5.71-square-mile enclave of sophistication.

Beverly Hills celebrated its 110th anniversary with over 30 exciting new additions, from exclusive pop-ups like DIOR’s Dioriviera to world-class cultural experiences. What’s it like orchestrating this level of luxury for a destination that already sets the global standard?
“Celebrating Beverly Hills’ 110th anniversary with over 30 new activations was both a tribute to our storied legacy and a signal of our forward momentum. As a destination long synonymous with glamour, our challenge is not to reinvent the wheel but to refresh it; bringing a sense of discovery to a place already revered. Leveraging our carefully curated global networks and a data-led understanding of visitor expectations, we ensure each activation feels like a high-wire act: bold yet impeccably timed, familiar yet decisively new. It’s about orchestrating the unexpected within the expected—while preserving the seamless service and attention to detail that our audience declares essential.”
You’ve successfully attracted culinary legends like Wolfgang Puck alongside Massimo Bottura and his executive chef Mattia Agazzi and rising stars such as Evan Funke, who’s restaurant just earned Michelin recognition. What draws these world-renowned chefs to Beverly Hills, and how do you curate experiences that exceed the expectations of diners?
“Our relationship with chefs like Wolfgang Puck, Massimo Bottura and Evan Funke stems from Beverly Hills’ dedication to culinary excellence and creative freedom. Chefs arrive knowing they have an audience both sophisticated and adventurous—along with a city infrastructure that supports their vision, from media reach to dine-in expectations. In doing so, we both satisfy and exceed diner expectations, embedding each visit in our brand’s dynamic narrative.”

Beverly Hills attracts the world’s most prestigious brands – from heritage houses like Cartier and Patek Philippe to contemporary leaders like Chanel and RIMOWA. What do you believe these global luxury brands see in Beverly Hills that makes them choose this destination for their flagship experiences?
“Luxury brands are drawn to Beverly Hills because the city conveys a lived aspirational narrative. We offer more than retail: we offer lifestyle—rooted in heritage, elevated by innovation, presented with precision. Our city is a global nexus where affluent travellers come not just to shop, but to immerse themselves in curated environments—flagship kiosks, exclusive events, private security, and VIP services. With an audience that expects and values bespoke experiences, Beverly Hills becomes a showcase for brands to elevate their stories within a globally recognised luxury ecosystem.”
Your global marketing strategy brilliantly connects Beverly Hills with affluent markets from Southeast Asia to the Japan through the International Luxury Travel Market portfolio. What elements of Beverly Hills resonate most powerfully with international UHNWIs, and how do you showcase the city’s unique appeal to this sophisticated global audience?
“Through our International Luxury Travel Market participation and ongoing global campaigns, we’ve identified universal values that resonate with UHNWIs—heritage authenticity, discreet exclusivity, and experiential depth. C-suite travellers from Southeast Asia, and Japan, and the UK seek places that feel tailored to their identity and tastes; Beverly Hills delivers this through bespoke concierge services, private events, and discreet cultural programming. Online, our content speaks to these values—showing them a city that offers everything they appreciate at home, but with the added allure of personal discovery.”

Having worked with luxury hospitality brands for over 25 years, including your tenure at Hilton’s premium properties, you understand what today’s luxury traveller truly values. What trends are you seeing among discerning guests, and how is Beverly Hills adapting to these evolving preferences?
“After 25 years in luxury hospitality, I see today’s travellers prioritise authenticity, purpose, and wellbeing. They expect high design, but also meaning wellness over excess, local story over global homogeny. Beverly Hills adapts by expanding into wellness residencies, purpose-forward F&B, and programming that privileges cultural depth. Initiatives like “the Great Elephant Migration”, Richard Olinsky on Rodeo and wellness campaigns shift the city into a 24-hour destination aligned with lifestyle values that contemporary travellers prize.”
The upcoming developments in Beverly Hills—from the Aman Hotel to Rosewood Residences—reflect a new era of ultra-luxury living. How do these additions reflect the evolving expectations of today’s high-end consumer who values both premium experiences and meaningful connections?
“The Aman Hotel and Rosewood Residences signal a fundamental evolution in Beverly Hills: ultra-luxury must now be meaningful. By championing craftsmanship, sustainability, and community impact, we attract high-end consumers who care about what lies behind the brand. These developments will coexist with hotel experiences and commercial spaces, all underpinned by socially conscious initiatives such as wellness ambassadors and after-hours programming, presenting a multilayered luxury that is emotionally resonant.”

Your career journey from Princess Cruises to 18 years with Hilton Worldwide’s luxury brands, and now leading Beverly Hills to global prominence, showcases remarkable strategic vision. What key principles have guided your success in luxury marketing, and how can other leaders apply these insights to elevate their own brands or ventures?
“My journey has taught me three key principles:
- Define your audience first. We invest heavily in understanding traveller psychographics—not just where they come from, but why.
- Marry heritage with agility. We honour Beverly Hills’ narrative, while refusing to rest on it—instead, reinventing through fresh programming.
- Activate through partnerships. We amplify our reach and authenticity through alliances—celebrity names, global institutions, and lifestyle innovators.
“Leaders looking to elevate their own brands would do well to embed these values in their strategy, not just their marketing.”

You’ve been recognised in the media as a real star in your field and have successfully transformed BHCVB’s brand identity. What advice would you share with other leaders about building authentic luxury experiences that stand the test of time?
“Luxury is all about service and understanding the nuance of each customer. The luxury purveyors in Beverly Hills are trained to recognize a guest’s needs – maybe even before the client recognizes they even need it. Guests also want a sense of place when they travel, sprinkled with a little bit of home, to ensure adventure and comfort, hence the expression “home away from home.” While there are numerous tricks of the trade – recognition and immersion stand the test of time.”