West Hollywood, California (February 22, 2010) - Amidst calls for tabling the item in lieu of development of a citywide policy on outdoor advertising via development agreement, the West Hollywood city council on February 1 unanimously approved replacement of a 144 sq ft billboard with one nine times its size in exchange for $900,000 per year. 
The billboard to the right of the Rainbow Room’s sign will be expanded to nine (9) times its size under a development agreement with West Hollywood. Photo by WeHo News. |
A plan to replace the current billboard atop the Rainbow Room at 9015 Sunset Strip, a restaurant co-owned by Nic Adler, who also owns the neighboring Roxy Theater music venue, with one 14’ X 48’ (672 sq ft) was originally denied by the Planning Commission, appealed to council and denied there, with urgings that a development agreement be hammered out that would fiscally benefit the city.
After investigating the market, Andy Bilanzich, the applicant, came back with a development agreement offer that would pump $90,000 per year into the city’s coffers in exchange for the much larger sign, explaining that “a 20’ X 60’ sign with a blank palette will give me leverage to go to advertising companies to get the kind of signs the city wants.”
Several Chamber of Commerce members spoke in support of the item, Sharon Sandow, President and CEO, Joan Henehan, Chair and Joe Clapsaddle, chair emeritus, with all touting the development agreement to allow a larger sign an improvement for the Sunset Strip.
Attorney Victor De La Cruz of Mannatt Phelps & Phillips representing sign companies, “including Regency outdoors,” urged the tabling of the measure until after a citywide policy was put in place.
“Holding a hearing on [this sign application] and then holding a hearing to design a citywide outdoor advertising policy… is a classic example of putting the cart before the horse,” he said.
Lauren Meister also called for a slower approach and tabling the discussion until a citywide policy could be put into place.
The new signs will stand 110 feet above the street. Photo by WeHo News. |
Jeanne Dobrin reacted to that by asking, “What the hell are they thinking? One of them said this would enhance West Hollywood. What [about] putting up a billboard that goes up 110 feet in the air” will enhance the city?
Furthermore, she said, “Another one said this will bring the city money – that’s what I’ve been saying for so long about my beloved city of West Hollywood – it’s for sale.”
The development agreement calls for payments of $7,500 per month for any month or portion of a month that a creative billboard larger that 14 ft. x 48 ft. is displayed on the property.
A discussion to determine citywide policy on outdoor advertising scheduled for that February 1 meeting was tabled until March 1.
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