Hotels and restaurants are offering discounts, movie theaters along the freeway are giving away popcorn. A fitness instructor suggests "Carmageddon yoga" for stressed-out drivers. And Dr. Arnold Klein, Michael Jackson's longtime dermatologist, is giving 25 percent off on Botox injections.
"Instead of being stuck on the freeway and not being able to do anything you could be in my office and be more beautiful," Klein said.
Waze, a company that provides GPS navigation applications for smartphones, set up a website and plastered posters across the city to urge drivers to sign up for its service and survive "this imminent disaster."
Dire warnings have shown to work during the 1984 summer Olympics and a 1987 visit by Pope John Paul II. The city braced for the worst, but traffic flowed freely because people avoided driving.
Some people are making the best of the circumstance by organizing mass bicycle rides and neighborhood parties.
The pastor of a church on Mulholland Drive moved his Sunday service to a theater so his roughly 3,000 congregants can worship.
Mark Wadsworth of Bel Air Presbyterian Church said he doesn't expect everyone to attend. He compared the circumstance to Colorado, where he previously preached, when fewer people showed on snowy days.
"This is the L.A. version of a snow Sunday," he said.
Meanwhile Moshe Shmuel, who's expecting 120 guests at his Saturday wedding, said he was worried that some people flying in from Israel and South Africa may have trouble getting from the airport to the ceremony at a private estate in Bel Air. He told his guests to leave extra early so they can show up on time.