ACE Outdoor Group hopes to diminish visual clutter, while enhancing greenscapes between the iconic Roxy Theatre and The Rainbow Bar & Grill.
With its eye on the future, the West Hollywood Planning Commission reviewed a proposal and recommended that the City Council approve two billboards at 9009 and 9015 Sunset Boulevard, in front of the legendary Rainbow Bar & Grill and Roxy Theatre, on the western edge of the strip.
ACE Outdoor Group is giving the Sunset Strip a refresh of its billboards, intended to reduce visual clutter along the sides of buildings. As part of this project, the company plans to enhance greenscapes between the two world-renowned institutions. A fixed, internally lit billboard will be added to the wall of a building next to the Roxy Theatre, in lieu of the existing five-panel wall sign. Meanwhile, the Rainbow Bar & Grill will get a dual-sided billboard, one side will be an internally lit panel and the other a digital billboard.
Speaking on behalf of the Maglieri and Adler families, respective owners of the Rainbow Bar & Grill and Roxy Theatre, Mikael Maglieri emphasized the importance of the redesign and the legacy it leaves behind.
“As you can imagine, the pandemic has tremendously impacted our businesses,” said Maglieri. “The revenue these signs generate will be a lifeline for our businesses both now and in the future,” he added.
Outdoor dining, drought resistant plants, improved shading, and updated paving are important elements of this makeover, with the ultimate goal of revitalizing these historically designated landmarks.
“A lot of what happened here, a lot of the cultural magic that occurred, in addition to in the buildings, [happened] in the parking lots around them,” said Aaron Green of the Afriat Consulting Group. “So what we’ve proposed to do is make extensive site renovations and upgrades to really make the space more usable and enjoyable.”
This is really a very good article that I really like and will definitely share it widely with my friends, wish you all good health and make more articles in the future. thank
This is really a great article I really like and will definitely share it widely with my friends, wish you always have good health and make more articles in the future. thank you
I appreciate this article because its content is very quality, I will definitely share it with friends and relatives, hope you always stay healthy to make more articles.
I’ve pointed out before, but again.. THE BILLBOARD INDUSTRY is controlled by 2 or 3 families in a kinda mafia power over our City using the strongest weapon destroying our cities — BIG BIG BIG MONEY GOING TO CITY & CITY COUNCIL MEMBERS. It’s kinda hard to believe that billboards are such incredible massive income producers. Have only a few in the game, they have tons of money to grease City leaders, for more billboards AND REALLY THE HUNDREDS OF MILLIONS DOLLARS the billboards generate for the owners of the signs (usually only buying air or roof space for a… Read more »
Very quality article from your content to your pictures, hope to share more next time, thank you and stay healthy.
Don’t forget how bad it gets: https://losangeles.cbslocal.com/2021/04/16/west-hollywood-billboard-sunset-strip/
Would not be surprised if a Class Action Lawsuit emerged in the future supported by folks above and below the Sunset Strip.
“… enhancing greenscapes between the iconic Roxy Theatre and The Rainbow… ” What the hell are they talking about? There is no “greenscape” between the Roxy and Rainbow — its a driveway to a car park
Unfortunately this design has introduced more clutter so that the billboard is competing with the mindless art/design/clutter underneath it. Why don’t designers/owners see this? It’s hard to see past revenue regardless of what it does to the previously known historic landscape. While the owners were rolling in the good times, they never attempted to renovate their buildings which looked like eternal dumps….the grungier the better….now with the Sunset revenue producing billboard plan, they want to be seen as benevolent guardians of the historic buildings. Oh well, drugs can do funny things to one’s perception.
These billboards have turned Sunset Blvd from eclectic chic into a parade of unbridled commercial tackiness.
The only positive is they cover-up what Frank Gehry called 98% of American architecture: “Sh-t!”
Mr. Gehry might use a new pair of glasses and less ego. His vision is severely distorted if in fact the quote here from Mr. Grace is accurate.