Beverly Hills Hires Consulting Firm For Purple Line Route Fight

Beverly Hills has hired a Los Angeles-based public affairs consulting firm to advocate for the  for the Metropolitan Transportation Authority's Westside Subway Extension.

Arnie Berghoff & Associates, led by Beverly Hills resident Arnie Berghoff, will utilize strategic consulting and government relations to promote a subway route that would travel under Santa Monica Boulevard to a stop at Avenue of the Stars in Century City, rather than at Constellation in the heart of Century City.

The firm will conduct meetings with Metro and elected officials to stress Beverly Hills' opposition to the Constellation Boulevard route, which would involve tunneling under Beverly Hills High School and residential properties.

The city’s contract with Arnie Berghoff & Associates will last for a six-month period beginning May 1, 2011.