Beverly Hills To Celebrate Sept. 2 As "9.02.10 Day"

If there's a Southern California city that has collective low self esteem and really doesn't pat itself on the back enough it would have to be the rarely praised hamlet of Beverly Hills. You might have heard of it -- city of 35,000, swimming pools, movie stars?

Just in case you haven't, the city is celebrating itself and its main zip code, 90210, on Sept. 2 with "9.02.10 Day." Get it? The idea, reports the Beverly Hills Courier, came from Mayor Jimmy Delshad:

"When I came up with the idea to celebrate our city on this unique day, I never dreamed it would turn into an event generating world-wide interest," Delshad told the paper.

Of course, the world is invited to this event, so long as said citizens of the planet have $150 (plus a $9.95 "booking fee") to check out the celebration that features Natasha Bedingfield on vocals, Larry King on emcee duties, and several of the region's top chefs serving up tastings of food and wine.

The event kicks off the four-day Beverly Hills Wine & Food Festival ($125 to $150 per day, plus booking fee).

Bon appetit. This should really put this town on the map.