(FORTUNE Magazine) – Winona isn't the only Beverly Hills icon in trouble. Swanky Rodeo Drive is struggling: Sales tax revenues along the strip have been eroding for the past year--they're down 5.3% in the most recent quarter, according to the city. Cushman & Wakefield reports rents have fallen 8.3% this year. Now that Ryder's verdict is in, will SAVE RODEO shirts become the next fashion must-have? --J.S.