During the 1930s, the Beverly Hills Hotel became increasingly popular with Hollywood film stars. Fred Astaire took a shine to the hotel and enjoyed reading the "Daily Variety" and the "Hollywood Reporter" by the pool. Cesar Romero and Carole Lombard were pictured together at the hotel in 1937. In 1938, the Sand and Pool Club was established at the hotel. It proved extremely popular, with white sand imported from Arizona, which made the pool area look like a beach. The following year, it began hosting fashion shows sponsored by local department stores such as Bullock's Wilshire. In 1940, one of the hotel's long-time patrons, Marlene Dietrich, was instrumental in bringing about a change in policy in the Polo Lounge, which had made it compulsory for women to don skirts, which she refused to wear.