No, we’re not talking about
most beautiful looking. Although looking beautiful is part of a history-making
September at the Palm Springs Riviera Resort. Over two consecutive weeks, the
resort is hosting three world-famous beauty competitions:  Mrs. America,
September 7, 2005; Miss California USA and Miss California Teen USA, September
9-11, 2005.The Riviera, legendary for historic performances featuring the likes of
Frank Sinatra, Bing Crosby, even Elvis, and current celebrities like Will
Smith and Beyonce, is continuing their famous tradition with these three
back-to-back-to-back events. Since 1977, Mrs. America has celebrated the
65-million married women of America known in some circles as “America’s
greatest natural resource.” This is the 29th annual event, and it will be
broadcast around the world at U.S. military installations, consulates, and
ships at sea throughout the American Forces TV Network ... in addition to
being aired as a PAX-TV Network special.
  The competition will take place at 8 p.m. alongside the largest pool in
Palm Springs.
  For the first time, the new Miss California USA program will institute a
special awards program, “The Beauty of California” awards. “The Beauty of
California will bring together the beauty of the Miss California USA and Miss
Teen USA contestants with the unparalleled beauty of California. Honorees,
including individuals, local businesses and corporations, will be recognized
for their contribution to the beauty and “well being” of California.
  But the events are not simply “eye candy.” They represent a boom in
revenues to the city and local establishments. In fact, local hotelier Ed
Svitak of the host Riviera Resort stated, “The three events should lead to
more than $750,000 in room sales and retail and restaurant sales.”
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