West Hollywood’s Planning Commission will review a proposal at 6 p.m. tonight to remove an existing on-site rooftop sign at 8570 Sunset Boulevard and a two-sided rooftop sign at 8590 Sunset Boulevard and replace them with a single, two-sided, traditionally lit off-site advertising billboard on the rooftop of 8590 Sunset Boulevard.
8590 Sunset is adjacent to the Sunset Plaza, an eligible historic district. The site includes three commercial retail buildings known as “The Sunset,” featuring pedestrian corridors that culminate in a plaza with views over Los Angeles. The existing signs at 8570 and 8590 Sunset Boulevard are on-site, rooftop signs, which will be replaced by the proposed off-site advertising billboard. The property is situated near the southwest corner of Alta Loma Road and Sunset Boulevard, surrounded by retail uses to the north and east, and the Park Wellington residential building to the south.
This proposal, initially scheduled for a Planning Commission hearing in February 2023, was delayed and is now under review. The Planning Commission will make a recommendation to City Council, which will ultimately decide on the approval.
The billboard will exceed the maximum 1,500 square feet of sign face area and the height limit by approximately two and a half feet but otherwise meets the new billboard policy standards.
The proposed project involves removing three existing on-site signs and replacing them with a new two-sided, non-internally illuminated off-site billboard on the roof of 8590 Sunset Boulevard. Named “Sky Frames,” the billboard design is inspired by picture frames, intended to stand out amid the visual noise of Sunset Boulevard. Each sign face measures 1,200 square feet, with the billboard’s highest point reaching 105 feet from grade. The billboards will be lit from below using spotlights and linear wash lighting.
In addition to the billboard, the project includes significant upgrades to the courtyard area of “The Sunset” development. Three pedestrian gathering spaces will be created at key points on the site, designed to draw the public from Sunset Boulevard into the courtyard. These spaces, featuring the “Plaza Frames,” mirror the larger billboard frames on the roof, providing interactive and aesthetic elements for visitors.
The media company selected for the project is Orange Barrel Media, which will have a logo sign on the west-facing side of the billboard. This logo will feature black letters embossed on brushed stainless steel with a maximum lettering height of 8 inches.
The proposed project involves replacing three existing on-site signs with a new two-sided, non-internally illuminated off-site billboard, named “Sky Frames,” on the roof of 8590 Sunset Boulevard. The revised design of “Sky Frames” emerged after feedback from the Sunset Arts & Advertising Subcommittee (SASC), which suggested changes to improve the billboard’s integration with its environment. The new design incorporates suggestions to reduce the size and bulk of the frames, remove water features, and make the frames more transparent and less solid. These adjustments aim to make the billboard more cohesive with the building and its surroundings.
Specific changes to the Plaza Frames, part of the pedestrian courtyard area, include eliminating water misters, reducing planting to save water, and altering the frames’ orientation and proportion to better match the Sky Frames. The east-facing Sky Frame was moved 10 feet south and its base height was lowered by 3 feet to decrease its perceived bulk. The border graphic of the Sky Frames was modified to blend with the skyscape, and the inside areas were changed to a silver/gray color to help them recede visually. The depth of the frames’ faceting was also reduced to lessen their mass.
The Historic Preservation Commission (HPC) reviewed the project on February 27, 2023, and determined that the project would not impact the adjacent Sunset Plaza, an eligible historic district. This conclusion was based on a detailed historic assessment and project plans. No changes were made to the plans following this review.
The proposed billboard, “Sky Frames,” is inspired by scaled-up picture frames and designed to stand out amid the visual noise of Sunset Boulevard. Each sign face measures 1,200 square feet, and the highest point of the billboard structure reaches 105 feet from grade. The billboard will be lit from below with spotlights and a linear wash of light. The project also includes upgrades to the courtyard area, creating three pedestrian gathering spaces called “Plaza Frames,” which mirror the larger billboard frames on the roof.
Orange Barrel Media is the selected media company for the project, and their logo will be displayed on the west-facing side of the billboard. The logo will feature black letters embossed on brushed stainless steel with a maximum height of 8 inches.
The proposal is considered an alternative project due to its height exceeding the limit by approximately two and a half feet and its sign face area exceeding the 1,500 square foot standard by 900 square feet. To be approved, it must meet the vision, goals, and policies of the Sunset Specific Plan and provide an exceptional design and extraordinary public benefit. The project requires a development agreement, which establishes a contract between the property owner and the City, outlining the terms of implementation in exchange for public benefits.
The development agreement includes key deal points, such as annual payments of 20% of the projected gross revenues from the billboard, estimated to start at $285,506 in the first year and totaling $13,583,086 over 30 years with a 3% annual escalation. Additionally, as an over-height and oversize project, the owner must provide an extraordinary public benefit of $180,000, payable in $30,000 installments over six years, and a contribution of $150,000 for public realm enhancement, payable over five years. The owner must also provide 96 hours of advertising per year for city content and arts programming, projected to start at $14,275 annually and totaling $679,154 over 30 years.
The agreement stipulates that the owner must update lighting and display standards every eight years, ensure at least 50% occupancy of the property, and utilize green energy practices. If the structures are remodeled, relevant green energy practices must be applied.
