Off-Site Advertising Signage on The Sunset Strip

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Globally recognized for the vibrant combination of entertainment, nightlife and billboards, the Sunset Strip is one of the world’s premier sites for outdoor advertising.  With a long tradition of innovative and memorable signage, the Strip is the most exciting venue for billboards and tall-walls on the west coast. In the 1960s and ‘70s recording artists launched their albums with custom-painted billboards on the Sunset Strip. With the 21st century, the technology of large scale advertising continues to evolve, from painted murals, to vinyl printouts that can wrap a building wall, to digital displays.  

The City of West Hollywood is the custodian of the billboard legacy on the Strip, tasked with ensuring that the vibrancy stays contemporary, while honoring the traditions and character of West Hollywood’s portion of iconic Sunset Boulevard. The City is now completing a comprehensive process to address the future of billboards on the Sunset Strip.

 

The Sunset Boulevard Off-Site Advertising Signage Program

 

CALL FOR PROJECT APPLICATIONS - DUE NOVEMBER 4, 2019

The Sunset Boulevard Off-Site Advertising Signage Program guides the future of off-site advertising signs on the Sunset Strip, providing guidelines to set an appropriate quantity of new signs, ensure creativity, improve aesthetics, and accommodate new technology.

An open call for project submittals will open on October 14, 2019. Final submissions are due before 6pm on November 4, 2019. A Design Excellence Screening Committee will review and rate project submissions. The top-scoring projects across several categories below will be allowed to seek the permits and approvals necessary to construct the project.

Submission instructions are contained in the Submission Guide below. All projects will be evaluated using the scoring criteria sheets below.   

 

    CR Sheet  Score Sheet

      Submission Guide               Cultural Resources Score Sheet                          Project Score Sheet

 

SUBMISSION TYPES:

Cultural Resource Projects (4 - 6 Top Scoring Projects): Designated or eligible West Hollywood Cultural Resource sites (https://www.wehopreservation.org/) with existing off-site advertising signs may create, modify, or improve a sign that is no larger than the existing sign area found in the 2019 Sign Inventory.

New Development/Significant Upgrade Project (4 Top-Scoring Projects): New development projects, façade improvement projects, interior remodel projects, and/or seismic upgrade projects (as defined in Sunset Specific Plan Section 8 Subsection 4.c.i) that also are developed to at least 75% of the base FAR allowed for the parcel as prescribed by the Sunset Specific Plan may add new sign(s) up to the maximum area allowed (1,500 square feet of total advertising sign area and no greater than 1,000 of digital).

Alternative Projects
Projects of exceptional design that further the vision, goals, and policies of the Sunset Specific Plan that do not qualify as either a Cultural Resources or New Development/Significant Upgrade project type. Submissions may be submitted for the following subcategories:
 
Digital (4 Top-Scoring Projects): Projects that incorporate digital sign technology including large-format LED, LCD, and similar projection systems to display programmable advertising content.
 
Creative New (Non-Digital) (4 Top-Scoring Projects) / Reallocation (2 Top-Scoring Projects): Creative New - Projects that include static off-site advertising signage in a creative format with non-programmable content (lighting and kinetic elements may be programmable). Reallocation - Creation of a creative new non-digital sign through reallocation and removal of existing non-billboard or non-tall wall sign off-site advertising signage area as found in the 2019 Off-Site Sign Survey, expanded by up to 33% of the reallocated sign area.
 
Advertising Conversion (Non-Digital) (2 Top-Scoring Projects)
Projects for existing large format signs (with dimensions of at least 15’ x 15’) that are approved for on-site advertising to convert existing signs and expand by up to 33% to off-site, non-digital advertising content.

ADDITIONAL RESOURCES:

Frequently Asked Questions (updated 10/22/2019)

Adopted Sunset Boulevard Off-Site Advertising Policy & Guidelines

2019 Sunset Boulevard Billboard Inventory

Environmental & Technical Documents

Final Initial Study Negative Declaration Sunset Boulevard Off-Site Signage Policy

Intent to Adopt a Negative Declaration

Lighting, Traffic, & Animation Memos

For further information please contact Bryan Eck, Senior Planner: beck@weho.org or 323.848.6858

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The Sunset Boulevard Spectacular

 West Driving View

 

As part of the Sunset Strip off-site signage, the City is in partnership with Orange Barrel Media and Thomas Wiscombe Architecture to design and operate the City’s own billboard at 8775 Sunset Boulevard as a pilot digital project, (approved, October, 2018). This pilot project will provide the City and the community with the opportunity to evaluate and set the tone for creative state-of-the-art advertising along the Sunset Strip.

Background and Process

In October of 2015 the City of West Hollywood issued a formal Request for Proposals for The Sunset Strip Spectacular Pilot Creative Off-Site Advertising Sign. The City received nine applications and selected four finalist proposals that met the vision of the RFP. The four finalist teams presented their concepts to the community on Wednesday May 18, 2016.

On October 17, 2016 the City Council of the City of West Hollywood selected the winning team – Orange Barrel Media/Tom Wiscombe Architecture/MOCA/Walter P. Moore creative team to partner with the City on the Sunset Strip Pilot Creative Off-Site Advertising Sign. The concept proposes a unique site that catalyzes the Sunset Strip as a destination that honors creative media. Orange Barrel Media specializes in one-of-a-kind urban, large-format, outdoor advertising projects that engage the viewer. Tom Wiscombe Architecture provides a design that is rooted in the history, aesthetics, and forward-thinking nature of the Los Angeles region. MOCA will actively support the curation of public art experiences.

City Council Staff report approving the Final Design , November 5,2018

8775 Sunset Boulevard Billboard Project - Final Initial Study - Mitigated Negative Declaration

Initial Study/Mitigated Negative Declaration

December 19, 2017, community meeting, materials presenting the proposed project and receive input from community members. 

October 17, 2016 Council Staff report

October 2015, Request For Proposals

If you have questions about the Pilot Digital Billboard project: Please contact Joanna Hankamer, Principal Planner: jhankamer@weho.org