That's because Thursday is September 2, 2010 otherwise known as 9-0-2-1-0.
The city of Beverly Hills ... which carries the famed zip code is taking advantage of the once in a century date. It's offering a four-day series of dining and drinking events.
Of course, the day wouldn't be complete without appearances by some of the cast members from the popular 90's TV show ... "Beverly Hills 9-0-2-1-0".