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How does a Catskills comic-era social club founded by Milton Berle transform itself into one of L.A.’s hottest nightlife destinations? With scantily clad go-go dancers and lox-topped mini pizzas, apparently.
After decades of hosting filet-and-bourbon lunches and Rat Pack-reminiscent roasts, The Friars of Beverly Hills is rebranding itself for a new generation of Hollywood trendsetters. Following a multi-million dollar renovation by owner Darren Schaeffer—the son of Friars’ president Irwin—the previously member’s-only establishment unveiled its updated look last week at a red-carpet soiree organized in part by Urban Legend PR and advertising and branding agency Omelet.
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