Book excerpt: Way before Rodeo Drive and the "pink palace" of the Beverly Hills Hotel were built, way before the namesake hillbillies, its zip code, and Eddie Murphy's detective techniques reaffirmed its place in popular culture, and way before its 1,001 mansions, Beverly Hills was comprised of wild canyons and ranchlands. Burton Green, one of the three original land developers of the Rancho Rodeo de las Aguas, named this place of severe terrain after Beverly Farms, Massachusetts, a 19th-century spa. Since its establishment in 1907, Beverly Hills, California, has been a crossroads for the great movers and shakers of the entertainment industry as well as the tycoons, world leaders, and flotsam and jetsam magnetized by the limelight. The vintage photographs in this provocative volume illustrate Beverly Hills's early transition from cow pastures to Hollywood's extremely illustrious bedroom community.