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As summer finally hit Los Angeles this week, quick-thinking brands helped stars beat the heat. Maria Menounos, Mark-Paul Gosselaar, Carmen Electra and “The Twilight Saga: Eclipse’s” BooBoo Stewart made a run for Armani Exchange’s store on Robertson, where the Cool Down for a Cause chill truck served up cold calories on Wednesday afternoon. Maksim Chmerkovskiy, left, and Tony Dovolani dug into cool treats (photo courtesy of StarTraks Photos). The rare public event welcomed the touristy masses milling on Robertson, while collecting donations for the Surfrider Foundation’s Gulf of Mexico response and promoting the denim line’s fall collection.
MTV’s “The Hills” headed for the pool at the Roosevelt Hotel to send off the iconic show during the twist-ending broadcast Tuesday night. Among those partying poolside: MTV senior VP of development Liz Gately, left, "Hills" creator-executive producer-showrunner Adam DiVello, original star Lauren Conrad and MTV Programming president Tony DiSanto (photo by Getty Images).
Simultaneously, only 200 yards away on the other side of Hollywood Boulevard, Leonardo DiCaprio and Warner Bros. brought the worldwide “Inception” promotional tour home for the Hollywood premiere. Jeff Robinov, president of the Warner Bros. Pictures Group (at left in photo by Getty Images) joined DiCaprio, writer-director Christopher Nolan and Alan Horn, president and COO of Warner Bros. Entertainment on the carpet at Grauman's Chinese Theatre.
On Wednesday night, the ESPY awards at downtown L.A.'s Nokia Theater capped three days of partying athletes in Southern California. Eight days after her 
Wimbledon champsionship, Serena Williams’ “House Party” at a Beverly Hills manse was the hot ticket on Monday night. Athletes including Sasha Cohen, Michael Strahan and Kevin Garnett mingled with Hollywood personalities like Judd Nelson and Niecy Nash. Woody Harrelson also joined in, posing with the hostess (photo by Getty Images).
Inside, there were lots of ways for all the pro athletes to hurt themselves or fall out of shape: A Chuck E. Cheese-style ball jump, a moon bounce, cotton candy and a mobile version of Pink’s Hot Dogs for those passing through town who didn’t have time to make it to the La Brea outpost
Williams hit the dance floor with best buddies Brandy, and Selita Ebanks, whose most noteworthy athletic affiliation is Sports Illustrated’s swimsuit issue (photo by Getty Images).
A myriad of ESPY-related gifting suites spread out across the W Hollywood and Playboy Mansion, but it wasn’t all fun for Venus Williams. She parlayed ESPY week into a promo for her new book “Come to Win,” a collaboration about the nature of success with President Clinton, Jack Welch and Richard Branson, among other big names. After a signing at the Grove, she partnered with L.A. Confidential for a West Coast launch at Geisha House.
Now that the ESPYs are history, double Emmy nominee Jane Lynch hosts the next summertime awards show: Monday’s “2010 Do Something Awards” honoring do-gooders under 25. Christina Applegate, George Lopez, Demi Lovato and Mira Sorvino are expected at the Hollywood Palladium for VH1’s live broadcast on Monday night. Incidentally, VH1 also produced the TV-friendly “Critics Choice Awards" in the same venue last January, scene of the much-discussed Meryl Streep–Sandra Bullock kiss.
