There are luxury hotels, and then there are hotels that have become part of a city’s very identity. The Beverly Hills Hotel belongs firmly in the second category, and having researched its storied history extensively, it’s clear why travel experts consistently rank it among the world’s most iconic properties.
Known globally as the “Pink Palace,” this legendary property on Sunset Boulevard has been closely intertwined with Beverly Hills and Hollywood for more than a century. It opened on May 12, 1912, predating the official incorporation of the City of Beverly Hills by nearly two years (1914), and was originally built to accommodate prospective buyers scouting the then-undeveloped area. According to hospitality historians, the hotel has hosted countless celebrities, royalty, and world leaders, cementing its reputation as a cultural landmark rather than just accommodation.
Today, the hotel spans 12 acres of prime real estate and combines old-Hollywood glamour with polished modern hospitality, featuring 23 private bungalows that have famously hosted stars like Marilyn Monroe and Elizabeth Taylor. Its signature pink exterior, red-carpet arrival experience, palm-filled gardens, secluded bungalows, and famous dining rooms including the legendary Polo Lounge make it one of Los Angeles‘ most recognizable luxury addresses. With over a century of continuous operation, it remains a benchmark for timeless hospitality, drawing discerning travelers seeking both history and world-class service in equal measure.
The Beverly Hills Hotel at a Glance
| Feature | Details |
|---|---|
| Location | Sunset Boulevard, Beverly Hills, California |
| Nickname | The Pink Palace |
| Opened | 1912 |
| Setting | Approximately 12 acres of tropical gardens |
| Accommodation | Rooms, suites and historic bungalows |
| Signature restaurant | Polo Lounge |
| Other dining | Fountain Coffee Room and Cabana Café |
| Pool | Outdoor, year-round |
| Wellness | Spa and fitness centre |
| Best for | Luxury travelers, couples, families and Hollywood-history enthusiasts |
The hotel’s official overview currently lists 209 rooms and suites, while recent Dorchester Collection materials describe the property as having 210 rooms and suites including 23 bungalows. Because accommodation counts can vary between current materials, travelers should confirm the latest inventory when booking.
What Is The Beverly Hills Hotel Known For?
The Beverly Hills Hotel is best known for its Hollywood heritage, distinctive pink exterior, secluded gardens and long-standing reputation for luxury and privacy.
Its identity is unusually recognizable. The pink façade, green-and-white striped details, red-carpet entrance and tropical landscaping create a visual style that is difficult to confuse with another Los Angeles hotel.
The property also became famous as a gathering place for Hollywood figures, with the Polo Lounge and private bungalows playing an important role in its history.
That history is part of the appeal. Staying here is not simply about booking an expensive room; it is about experiencing a hotel that has been woven into the story of Beverly Hills for generations.
Where Is The Beverly Hills Hotel?
The Beverly Hills Hotel sits on Sunset Boulevard in Beverly Hills, just north of the main commercial areas and within easy reach of attractions such as Rodeo Drive.
The property occupies a surprisingly private setting considering its location in the middle of Los Angeles. Its gardens and mature landscaping help create a sense of separation from the surrounding city. Dorchester Collection describes the hotel as being set within approximately 12 acres of tropical gardens.
Location on map:
1. Getting to The Beverly Hills Hotel
The hotel is convenient for travelers exploring Beverly Hills, West Hollywood and other parts of Los Angeles.
Depending on traffic, journeys across Los Angeles can take considerably longer than their map distance suggests. Travelers arriving from Los Angeles International Airport should therefore allow extra time, particularly during busy periods.
For guests staying at the hotel, the property currently offers complimentary transportation within a three-mile radius during specified hours.
A Brief History of The Beverly Hills Hotel
1. The Hotel’s Origins
The story began in 1912, when Margaret Anderson opened The Beverly Hills Hotel.
Interestingly, the hotel predates the city that eventually surrounded it. It was originally intended to provide accommodation for people coming to the area to investigate property opportunities.
That makes the hotel more than an old luxury property it is closely connected to the origins of Beverly Hills itself.
2. How It Became the “Pink Palace”
The hotel’s famous pink exterior arrived in 1948. According to the hotel’s history, the color was chosen to complement the sunset and the popular country style of the period. The nickname “Pink Palace” followed and eventually became inseparable from the hotel’s identity.
Another instantly recognizable feature is the hotel’s Martinique banana-leaf wallpaper. Created by C.W. Stockwell in 1942 and used during a 1949 renovation by designer Don Loper, the pattern became one of the property’s defining visual signatures.
3. The Architecture of Paul R. Williams
Architect Paul R. Williams played an important role in shaping the hotel’s appearance during its expansion and redesign.
His work included distinctive elements such as the Crescent Wing, Polo Lounge, Fountain Coffee Room and other architectural details that helped establish the hotel’s recognizable Hollywood-era character.
What Is It Like to Stay at The Beverly Hills Hotel?
The experience is intentionally different from staying at a contemporary business hotel.
Instead of feeling sleek and anonymous, the property has a strong personality. The landscaping, architecture, interiors and service all reinforce the idea that guests are entering a historic Hollywood retreat.
The hotel combines traditional design with contemporary comfort, while the gardens provide privacy and a resort-like atmosphere.
For travelers who appreciate history, service and atmosphere, this is one of the property’s biggest strengths.
Rooms, Suites & Bungalows
The accommodation is divided broadly between rooms and suites in the main hotel and the property’s famous private bungalows.
1. Guest Rooms
The rooms combine classic Hollywood-inspired details with modern luxury, striking a balance between old-world glamour and contemporary comfort. Rich textures, warm lighting, and refined furnishings evoke the golden age of cinema, while updated amenities ensure the space feels fresh and current rather than dated or theatrical.
The hotel’s current accommodation collection describes rooms as spacious and airy, with a timeless style and natural light that filters in through generous windows, creating a bright, open atmosphere throughout the day. Thoughtful layouts make the most of the square footage, and a neutral, elegant palette allows each room to feel calm and uncluttered a restful retreat rather than just a place to sleep.
They are a good choice for travelers who want the hotel’s central experience while remaining close to the property’s restaurants and major facilities. Guests can easily step out to enjoy on-site dining, lounge areas, or event spaces, then return to a quiet, comfortable room just steps away ideal for those who value both convenience and a touch of old Hollywood charm during their stay.
Luxury Suites
Suites provide more space and are better suited to travelers looking for an elevated stay, additional living areas, or a more residential feel. The extra square footage often translates into separate seating or lounge zones, giving guests room to relax, work, or entertain without feeling confined to a single space. This layout appeals particularly to longer stays, business travelers who need a distinct work area, or anyone who simply prefers a more spacious, home-like environment while traveling.
For special occasions, the suites can be particularly appealing because the hotel itself becomes part of the experience rather than simply a place to sleep. A milestone anniversary, a celebratory getaway, or a memorable night before a big event all feel more significant against the backdrop of a well-appointed suite, where the surroundings add a sense of occasion. In these moments, the extra space and elevated design aren’t just about comfort they become part of the story guests will remember, turning the stay itself into a highlight of the trip rather than a footnote to it.
The Historic Bungalows
The bungalows are among the hotel’s most distinctive accommodations, offering an entirely different experience from the rooms and suites within the main building. Set apart from the main building, they offer a greater sense of privacy and have long been associated with the property’s Hollywood history, having played host over the decades to actors, directors, and other notable figures seeking a discreet retreat away from the public eye. Their secluded setting, often surrounded by private gardens or landscaped grounds, has made them a favored choice for those wanting to escape the pace of daily life without ever leaving the property.
Recent hotel materials identify 23 legendary bungalows within the accommodation offering, each carrying its own sense of history and individual character. Rather than feeling like standardized hotel rooms, the bungalows are designed to feel more like private residences, reinforcing the sense of exclusivity and quiet that has defined them for generations.
For travelers who want the most character and privacy, a bungalow is arguably the accommodation option that best captures the spirit of the Pink Palace, blending old Hollywood mystique with a level of seclusion that few hotel accommodations elsewhere can match.
The Beverly Hills Hotel Price List
The Beverly Hills Hotel uses dynamic pricing, so rates can change based on season, demand, room category, special events and availability. The figures below are indicative planning ranges rather than guaranteed prices. Taxes, service charges, resort or destination fees, dining, parking and other extras may be charged separately.
1. Estimated Accommodation Rates
| Accommodation type | Typical nightly price range | Best for |
| Standard room | Approximately $1,000–$1,800 | Couples and first-time visitors |
| Deluxe or premium room | Approximately $1,400–$2,500 | Travelers wanting more space or upgraded views |
| Junior or one-bedroom suite | Approximately $2,000–$4,000 | Special occasions and longer stays |
| Large luxury suite | Approximately $3,500–$8,000+ | Families, celebrations and high-end stays |
| Historic bungalow | Approximately $2,500–$6,000+ | Privacy, Hollywood history and residential-style accommodation |
| Premium or signature bungalow | Approximately $5,000–$15,000+ | Guests seeking the most exclusive experience |
| Presidential or top-tier accommodation | Often $10,000–$25,000+ | VIP stays and major celebrations |
Rates may be lower during quieter periods and significantly higher during holidays, awards season, major Los Angeles events and peak summer dates.
2. Estimated Additional Costs
| Item | Typical planning range |
| Breakfast for two | Approximately $60–$150 |
| Casual lunch for two | Approximately $80–$180 |
| Dinner for two at the Polo Lounge | Approximately $250–$600+ before wine, tax and gratuity |
| Cocktails | Approximately $25–$40 each |
| Spa treatment | Approximately $250–$600+ depending on treatment |
| Valet parking | Often approximately $75–$100 per night |
| Airport transfer | Varies by vehicle and provider |
| In-room dining | Menu price plus applicable service charges and taxes |
These figures are intended to help travelers build a realistic budget. Always confirm the final total directly with the hotel before booking.
3. Sample Two-Night Budget
A two-night stay for two people in an entry-level room could look like this:
| Expense | Estimated cost |
| Two nights in a standard room | $2,000–$3,600 |
| Taxes and hotel charges | Variable |
| Meals and drinks | $500–$1,200 |
| Spa or additional experiences | $0–$1,000+ |
| Parking or transportation | $0–$300+ |
| Estimated total before optional extras | Approximately $2,500–$5,500+ |
A suite or bungalow stay can increase the total substantially.
Dining at The Beverly Hills Hotel
Food is a major part of the hotel’s identity.
1. Polo Lounge
The Polo Lounge is arguably the hotel’s most famous dining venue.
For decades, it has been associated with Hollywood figures, business meetings and important social occasions. The restaurant offers American cuisine and is known for its atmosphere, live entertainment and Sunday brunch.
It is also closely associated with the hotel’s famous McCarthy Salad, a dish that has become part of the property’s culinary history.
2. Fountain Coffee Room
For something more casual, the Fountain Coffee Room offers a very different experience.
Opened in 1949, the historic space features a classic curved counter and a nostalgic diner-like atmosphere. Its menu includes breakfast, lunch and lighter meals, along with desserts and traditional treats.
3. Cabana Café
The Cabana Café sits beside the hotel’s famous pool and provides a relaxed setting for breakfast, salads, sandwiches, burgers, smoothies and other casual dishes.
It is an especially natural choice when spending time around the pool.
4. Bar Nineteen12
Bar Nineteen12 adds another layer to the hotel’s dining and social scene, with an elegant interior and outdoor setting overlooking the surrounding palms.
The hotel has also announced a major new chapter for its dining and entertainment offering, with additional spaces planned for fall 2026 while the Polo Lounge, Fountain Coffee Room and Cabana Café remain part of the existing lineup.
Guest Review Highlights ⭐
Recent guest feedback commonly reflects the hotel’s reputation for classic luxury and attentive hospitality.
- ⭐⭐⭐⭐⭐ Service: Guests frequently praise the warm, discreet and highly personalized service.
- ⭐⭐⭐⭐⭐ Atmosphere: Many visitors love the historic Hollywood character, pink exterior and peaceful gardens.
- ⭐⭐⭐⭐⭐ Location: The Beverly Hills setting is often considered convenient for Rodeo Drive, shopping and Los Angeles sightseeing.
- ⭐⭐⭐⭐☆ Rooms: Rooms and bungalows are generally described as elegant and comfortable, although some traditional interiors may feel less modern than expected.
- ⭐⭐⭐⭐☆ Dining: The Polo Lounge and other hotel restaurants receive strong praise for atmosphere and quality, though prices are high.
- ⭐⭐⭐⭐☆ Pool and gardens: The pool and landscaped grounds are major highlights for many guests.
- ⭐⭐⭐☆☆ Value: The experience is memorable, but the overall cost can be difficult to justify for travelers focused on value.
Overall Guest Review Rating
Overall impression: ⭐⭐⭐⭐☆ 4.5/5
This editorial rating reflects recurring themes in guest feedback rather than a single booking platform score. The hotel performs especially well for service, privacy, atmosphere and historic character. Its main weakness is the high total cost, including accommodation, dining, parking and additional services.
Review scores can change over time. Before booking, check recent reviews on trusted platforms and confirm the date, room category and specific property policies.
Amenities & Experiences
The Beverly Hills Hotel offers much more than accommodation.
Current hotel information highlights:
- Outdoor swimming pool with year-round access
- Spa and wellness facilities
- Fitness centre
- Complimentary bicycle rental for limited periods
- 24-hour concierge
- In-room dining
- Children’s activities and amenities
- Event and meeting spaces
- Complimentary transportation within a three-mile radius during specified hours
The palm-framed pool is one of the property’s most recognizable spaces, while the gardens provide a peaceful contrast to the busy streets of Los Angeles.
What Makes The Beverly Hills Hotel Different?
1. Historic Character
Few luxury hotels can claim such a direct connection to the development of their surrounding city. Opened decades before Beverly Hills became synonymous with glamour and wealth, the hotel predates much of the neighborhood that grew up around it, effectively shaping the area’s identity rather than simply existing within it. This layered history gives the property a sense of authenticity and permanence that newer luxury hotels, however polished, simply cannot replicate.
2. Privacy
The gardens and bungalow layout give the property a secluded feeling that can be difficult to find in central Los Angeles. Lush landscaping, winding pathways, and private entrances create a series of quiet, screened-off spaces where guests can move around the property largely unobserved. In a city where visibility often comes with the territory, this built-in discretion has long been part of the hotel’s appeal, particularly for high-profile guests seeking a genuine escape.
3. Iconic Design
Pink walls, banana-leaf patterns, green-and-white stripes, and the red-carpet entrance have become visual symbols of the hotel, instantly recognizable even to those who have never stayed there. These design elements have remained remarkably consistent over the decades, giving the property a strong, cohesive visual identity that photographs well and reinforces its status as a cultural landmark rather than just a place to stay. The aesthetic has become shorthand for a certain kind of old-Hollywood glamour, referenced in film, fashion, and media well beyond the hospitality world.
4. Hollywood Legacy
The property’s history is closely connected with generations of Hollywood personalities and influential guests, from early studio-era stars to more contemporary celebrities and industry figures. Over the decades, the hotel has functioned as something of an informal backdrop to entertainment-industry history, hosting meetings, romances, and milestones that have become part of Hollywood lore. This ongoing association gives the property a cultural weight that extends beyond typical hotel prestige.
5. Service
The hotel emphasizes personalized hospitality, from concierge assistance and in-room dining to its long-established restaurant service. Staff continuity and institutional knowledge play a role here as well, with many guests returning specifically for the familiarity and consistency of service they’ve come to expect. This attentiveness, paired with the property’s history and design, contributes to an overall experience that feels curated and individual rather than standardized.
Best Things to Do Near The Beverly Hills Hotel
One advantage of staying at the Pink Palace is that you can combine a secluded hotel experience with some of Los Angeles’ best-known attractions, moving easily between the calm of the property and the energy of the surrounding city.
1. Rodeo Drive
Head to Rodeo Drive for luxury shopping, designer boutiques, and one of Beverly Hills’ most famous streets. Rodeo Drive sits roughly a mile from the hotel, making it an easy trip whether guests choose to drive, take a short rideshare, or simply enjoy the walk. Home to flagship stores for many of the world’s leading fashion houses, the street is worth visiting even for those not planning to shop, given its architecture, people-watching, and reputation as a symbol of Beverly Hills glamour.
2. Beverly Hills
Spend time exploring the city itself rather than treating it simply as a base for Los Angeles. Tree-lined residential streets, manicured parks, and a walkable civic core give Beverly Hills its own distinct character, separate from the wider sprawl of the city around it. Wandering beyond the main shopping districts offers a quieter, more residential side of the area that many visitors overlook.
3. Sunset Boulevard
The hotel sits directly along one of Los Angeles’ most recognizable roads, making it easy to incorporate Sunset Boulevard into a wider sightseeing itinerary. From the hotel, the boulevard stretches in one direction toward the Sunset Strip’s music venues and nightlife, and in the other toward quieter, more residential stretches giving guests a convenient starting point for exploring very different sides of the city along a single, storied route.
4. West Hollywood
Restaurants, nightlife, design, and entertainment are all within relatively easy reach, although Los Angeles traffic should always be considered when planning travel times. West Hollywood’s Design District, its concentration of restaurants and bars, and its reputation as a nightlife hub make it a natural extension of an evening out from the hotel, even though it operates as its own distinct city.
5. Los Angeles Attractions
The hotel also provides a convenient base for exploring museums, entertainment districts, and other major attractions across Los Angeles. The Getty Center, with its art collections and hilltop views, sits about 5.3 miles from the hotel, while other major draws from Hollywood landmarks to the city’s broader museum and entertainment districts remain within a manageable drive, making the hotel a workable hub for guests planning to explore beyond Beverly Hills itself.
Best Time to Stay at The Beverly Hills Hotel
There is no single best month for everyone.
- Spring is appealing for travelers who want comfortable weather and outdoor experiences.
- Summer brings a lively Los Angeles atmosphere and is particularly attractive for poolside relaxation, although demand can be high.
- Fall can offer a comfortable balance between pleasant weather and the city’s busy social calendar.
- Winter is useful for travelers who want to escape colder climates while still enjoying Los Angeles’ relatively mild conditions.
The right choice ultimately depends on whether your priority is sightseeing, relaxation, events, dining or simply enjoying the hotel itself.
How Much Does The Beverly Hills Hotel Cost?
The price of staying at The Beverly Hills Hotel can vary considerably.
Rates depend on:
- Room category
- Suite or bungalow selection
- Travel dates
- Demand
- Length of stay
- Special events
- Seasonal availability
Because luxury hotel rates can change frequently, it is better to check current rates for your specific dates rather than rely on a single published figure.
Additional expenses may include dining, spa treatments, transportation outside included services and other personal charges.
Is The Beverly Hills Hotel Worth It?
For the right traveler, yes.
The hotel makes the most sense for someone who values the combination of history, privacy, service, architecture and location.
1. Reasons to Stay
- Legendary Hollywood atmosphere
- Historic architecture and design
- Private bungalow accommodation
- Beautiful gardens
- Strong dining reputation
- Central Beverly Hills location
- High level of service
- Memorable setting for celebrations and special occasions
2. Potential Drawbacks
The biggest drawback is likely to be the price. This is not a hotel designed for travelers looking for a simple, inexpensive place to stay.
Its historic character may also appeal more to travelers who enjoy classic luxury than those looking for a minimalist, ultra-modern hotel.
3. Who Is It Best For?
The Beverly Hills Hotel is particularly well suited to:
- Luxury travelers
- Couples
- Families
- Special occasions
- Hollywood-history enthusiasts
- Travelers who value privacy
- Visitors who want a classic Beverly Hills experience
The Beverly Hills Hotel vs. Other Luxury Hotels in Los Angeles
The best luxury hotel depends on what you want from your trip.
- Choose The Beverly Hills Hotel if history, Hollywood glamour, privacy and classic design are your priorities.
- Consider Hotel Bel-Air if you prefer a more secluded residential setting surrounded by greenery.
- Consider another Beverly Hills hotel if shopping access or a more contemporary design is more important than historic character.
The key difference is that The Beverly Hills Hotel sells more than a room. Its identity and history are part of the stay.
Tips for Staying at The Beverly Hills Hotel
1. Choose Your Accommodation Carefully
If privacy is your priority, investigate the bungalow options, which offer a more secluded, residential feel set apart from the main building. If you prefer easy access to the main hotel facilities, a room or suite may be more practical, keeping you close to dining, the pool, and the lobby without the extra walk or golf-cart ride that bungalow stays sometimes involve. Consider how much time you’ll actually spend at the hotel itself versus out exploring, since that balance often determines which accommodation type suits you best.
2. Plan Dining in Advance
Popular dining venues can be an important part of the experience, so check availability before arriving. The Polo Lounge in particular has been a storied restaurant and bar with a history dating back to the hotel’s early ownership under Hernando Courtright in the 1930s and ’40s, and remains a sought-after reservation, especially for classic mealtimes like breakfast or Sunday brunch. Booking ahead sometimes several days out helps avoid disappointment, particularly during peak tourist season or around major LA events.
3. Dress Appropriately for the Polo Lounge
The hotel maintains a smart dress code for the Polo Lounge, with specific restrictions on casual clothing. According to the hotel’s own policy, guests are asked to avoid hats, beanies, ripped or shredded denim, crop tops, nightwear, swimwear, men’s sleeveless shirts, and flip-flops (including Birkenstocks),while sweatshirts and hoodies are permitted as long as the hood isn’t pulled up. The rules tighten somewhat after dark after 4pm, shorts are not permitted for men, though women may wear tailored shorts of an adequate length, excluding denim. Given how specific and actively enforced these standards are, it’s worth checking the hotel’s current requirements before dining there, since policies can be updated from what’s listed here.
4. Leave Time to Enjoy the Property
Do not plan every hour around sightseeing. Part of the appeal is simply sitting by the pool, walking through the gardens, enjoying a meal, or taking in the hotel’s historic interiors. With over a century of history woven into its architecture, gardens, and public spaces, the property itself functions as a destination rushing straight out each morning risks missing much of what makes a stay here distinctive in the first place.
Frequently Asked Questions
Q1: Why is The Beverly Hills Hotel famous?
The Beverly Hills Hotel is famous for its more than century-long history, Hollywood connections, distinctive pink exterior, private bungalows, gardens and legendary dining venues. It has become one of Beverly Hills’ best-known luxury landmarks.
Q2: Why is The Beverly Hills Hotel called the Pink Palace?
The hotel was painted its distinctive pink color in 1948. The shade was chosen to complement the sunset and the popular country style of the period, leading to the enduring nickname “Pink Palace.”
Q3: Where is The Beverly Hills Hotel located?
The hotel is located on Sunset Boulevard in Beverly Hills, California, in the Los Angeles area. It is close to Rodeo Drive and other major Beverly Hills attractions.
Q4: Is The Beverly Hills Hotel in Beverly Hills?
Yes. The property is in Beverly Hills and sits on Sunset Boulevard, north of the city’s central shopping area.
Q5: Is The Beverly Hills Hotel worth staying at?
It can be worth the premium for travelers who value historic luxury, privacy, personalized service and Hollywood heritage. Travelers primarily looking for low rates may find better value elsewhere.
Q6: Does The Beverly Hills Hotel have bungalows?
Yes. The property has a collection of private bungalows, with current Dorchester Collection materials identifying 23 legendary bungalows.
Q7: Can you visit The Beverly Hills Hotel without staying there?
Some hotel facilities and dining experiences may be available to non-hotel guests, but access and reservations depend on the venue and current hotel policies. Check directly with the property before planning a visit.
Q8: What is The Beverly Hills Hotel known for?
It is best known for its Pink Palace identity, Hollywood history, secluded gardens, private bungalows, Polo Lounge and classic Beverly Hills atmosphere.
Q9: What is the best time to visit The Beverly Hills Hotel?
The best time depends on your priorities. Spring and fall are attractive for comfortable sightseeing weather, while summer can be ideal for poolside experiences. Winter offers a milder alternative to colder destinations.
Final Verdict: Is The Beverly Hills Hotel Right for You?
The Beverly Hills Hotel is best understood as a historic Los Angeles experience rather than simply a luxury hotel.
Its pink exterior is famous, but the real appeal goes deeper. The hotel’s history, gardens, bungalows, dining rooms and carefully preserved design create a sense of place that modern luxury properties can find difficult to replicate.
For travelers who want a classic Beverly Hills stay with genuine Hollywood character, the Pink Palace remains a compelling choice.
For travelers focused primarily on price or contemporary design, however, another Los Angeles hotel may offer better value.
Ultimately, The Beverly Hills Hotel is worth considering when the story behind the hotel matters almost as much as the room itself.
I’m Arman Ashraf, founder of LuxeViewMag, a travel and luxury lifestyle website created for travelers who want to discover exceptional destinations, luxury hotels, unforgettable experiences, and useful travel guidance. Through LuxeViewMag, I share carefully researched travel ideas, destination inspiration, and practical tips to help readers plan smarter and travel better. My goal is to make luxury travel feel inspiring, accessible, and worth exploring.