For the first time in The Bachelor's 21-year history, the show is expanding its purview from 20 and 30-somethings to folks who are into their so-called “golden” years. This season's star, Gerry Turner, is 71. 

To mark the show's return, ABC is partnering with Los Angeles businesses, turning them gold and offering fans lots of giveaways in the week before the show returns to ABC on Thursday, September 28 at 8 p.m. ET/PT.

This past weekend, Mel's Drive-In on Sunset Blvd. sported a new golden look and featured special Golden Hour deals, such as a Golden Hour menu from 5-7 p.m., free limited-edition Golden Milkshake and a Date Night Meal Deal along with giveaways and photo opps.

On Saturday, September 23, The Golden Bachelor took over the Hollywood Bowl just in time for the John Legend concert, turning all of the seat cushions golden and featuring Turner across its 28 screens. 

Randy's Donuts is turning its 32-foot donut gold, offering a limited-edition Golden donut, and a Golden Hour special from 5-7 p.m. daily from September 25 through October 1. On premiere day, visitors can get a 10% Golden Discount.

Similarly next week, Pink's Hot Dogs is offering a limited-edition hot dog – two hot dogs in one bun! – and the Golden Hour special from  5-7 p.m. each day. In addition, a certain familiar face might be seen on Pink's famous wall of celebrities. 

Outside of Los Angeles, ABC is partnering with the Best Friends Animal Society to give senior dogs and cats their own chance to find love in their golden years. Ahead of each episode of The Golden Bachelor, Best Friends Animal Society will highlight an adoptable senior pet.

Select Pinot's Palette paint-and-sip party locations are hosting Golden Hour Date Nights from September 21 through October 19.

In honor of Turner's favorite past-time, Pickleball, ABC added integrations into this weekend's USA Pickleball National Indoor Championships in Atlantic City, N.J. 

Finally, from September 28 through October 1, popcorn brand Popcornopolis will sell its famous caramel popcorn but with a golden twist. Available while supplies last. 

All this week's available discounts are listed here.

[Images of The Golden Bachelor courtesy of ABC]