On April 7, the West Hollywood City Council unanimously approved a suite of initiatives to bolster the Rainbow District. The decision, encompassing 12 recommendations with added directives, aims to revitalize the historic LGBTQ+ nightlife hub along Santa Monica Boulevard from La Cienega Boulevard to Doheny Drive.
Item E.1, presented by Economic Development Director Laura Biery and Business Development Manager Paolo Kespradit, builds on a June 2024 council directive and the December 2024 Economic Study. The approved measures—ranging from formal district designation to marketing, transportation, and arts programs—carry a $305,000 price tag, funded through existing and future budgets. Kespradit highlighted extensive outreach: 14 business meetings, three focus groups, six site visits, and a 406-person intercept survey by FM3, revealing needs like safety, foot traffic, and branding.
Public input varied. Wendy Goldman criticized the $400,000+ spend, urging focus on Sunset Strip’s vacancies. David Eckert supported the plan but questioned outdoor dining adjustments and drop zone placements. Larry Block praised the effort but sought more public safety measures over trolley expansions. Tod Hallman backed Go-Go Dancer Appreciation Day (F.2), emphasizing dancers’ role in nightlife energy. Ron Cortes suggested LGBTQ+ Commission input, while Kevin Barry endorsed murals for tourism. Genevieve Morrill, via Zoom, supported the plan but pushed for regulatory relief, like waiving security guard fees for extended hours.
Council debate refined the proposal. Vice Mayor Heilman lauded the outreach but flagged safety, homelessness, vacancies, and stalled projects, proposing business-led events and a steering committee. Councilmember Erickson endorsed the items, advocating a longer social media contract and queer artist outreach for murals, while raising the 4 a.m. bar bill. Councilmember Hang echoed safety concerns, suggesting local firms for marketing. Councilmember Meister backed the plan but worried about vacancies and pedestrian space, questioning Visit West Hollywood’s role. Mayor Byers championed placemaking—like utility wraps—and events, calling for expanded nightlife staff training to tackle drink spiking and other safety risks.
The $305,000 cost—covering PR ($30,000), social media ($65,000), wraps ($25,000), banners ($15,000), guides ($15,000), trolley pilot ($65,000), events ($100,000), and murals ($90,000)—is budgeted, with flexibility noted by City Manager David Wilson. Drop zones and parking extensions await further study. The plan aligns with the General Plan’s economic and cultural goals, though safety concerns linger amid regional homelessness challenges.
The vote signals a bold step to preserve the Rainbow District’s legacy, blending nostalgia with innovation. Updates are slated before the one-year mark, with broader safety talks set for June 9.
