Comedy Store Billboard Approved, Projected to Generate Over $47 Million

The West Hollywood City Council on Monday night approved a long-anticipated deal that will bring a new digital billboard to the Comedy Store on Sunset Boulevard, alongside extensive sidewalk improvements. The project is expected to generate over $47 million for the city over its lifetime, according to Councilmember Danny Hang, who praised the revenue as a critical source of funding for social services.

“I’m not in the business of leaving any of our community members behind because of these Trump budget cuts,” Hang said, referencing federal threats to LGBTQ, trans, and reproductive healthcare. “Projects like this will help West Hollywood ensure that we can fund our social services programs for the next three years and beyond.”

Council approved the item in a 4–1 vote, with Councilmember Lauren Meister opposed. Meister raised concerns about the project’s public benefit calculations, the removal of three palm trees, and the Comedy Store’s refusal to pursue historic designation. “For us to be able to say it is designated as a cultural and historic resource is meaningful,” she said. “To just say, well, we don’t want to do it because the bank doesn’t like it — well, you’re making a lot of money on a new sign.”

The new billboard will feature an ornate scrollwork frame, a design element that drew both praise and critique. Hang supported the design, calling it “really creative” and “cool,” while Mayor John Erickson defended the applicant against criticisms that the sign was no longer extraordinary. Erickson blamed the city’s own Design Review Subcommittee for watering it down during a years-long approval process. “Frankly, I think the Planning Commission itself made this thing what some would call un-extraordinary,” he said.

As part of the deal, the Comedy Store will pay into the city’s tree replacement fund to offset the removal of three palm trees and will upgrade the adjacent sidewalk for ADA compliance. Several speakers noted how the narrow walkway becomes impassable during peak Comedy Store hours. Resident C.B. Mullen called the sidewalk changes more important than the billboard itself. “For the common person, that sidewalk… I would take that over anything else,” he said.

Public comment largely favored the project. Mary Hines, a local resident and comedy producer, shared her hopes that the billboard revenue would help preserve the venue’s independence and prevent the fate suffered by Second City and Improv Olympic. “I hope we can learn a lesson and preserve the Comedy Store,” she said. Others suggested the Comedy Store use the billboard to promote upcoming comedians, rather than luxury brands like Bottega Veneta.

The motion passed with direction to staff and the applicant to work together on adjusting the scrollwork to reduce its visual impact on neighboring buildings.