Council did not blink twice when given the chance to approve electronic billboards today.
City Council voted to support Wilshire Grand Towers' idea to make 7th and Figueroa a Bladerunner-esque intersection with electronic billboard signs that move and spin graphics and typography on two planned skyscrapers. No revenue is generated for the city, perhaps hoping illumnation will attract visitors like lost moths.
But you cannot help but wonder: What if 10%, even 2%, of the advertising revenue generated by the Wilshire Grand Tower went directly to fund public art for the City of LA.
It was something I wondering as I read the news:
The LA Times reports:
"The sign district will allow various kinds of digital signs on the first 10 floors of the two towers. The tops of the two skyscrapers will offer digital signs advertising the buildings’ owner and major tenants. And on dozens of stories in between, LED lights would display noncommercial images such as flowers and vines that would fade in and out.
Councilman Ed Reyes praised the “architectural lighting” scheme, saying the graphics on the upper floors should not be confused with other brightly lighted billboards. “It is art. And I believe it adds more culture” to Los Angeles, he said.
From Jan Perry's office:
“The redevelopment of the Wilshire Grand Hotel is an investment in our city’s future. The project will create over 9,000 new, net jobs, bring in millions in new city revenue, and offer valuable hotel rooms that will help us attract new, larger conventions to our city,” said Council President Pro Tempore Jan Perry, who championed the project, seeing its value as a long-term investment in the city and people of Los Angeles. “This is a public-private partnership that will have lasting benefits that will positively impact the region’s economy.”
Today the City Council approved the Wilshire Grand Hotel Development Agreement (DA), air rights, and on and off-site signage. The DA freezes entitlements in place for 25 years and ensures that the project includes important community benefits like local hire, living wage, and local purchasing agreements at the hotel to maximize the project’s benefit to the city. Additionally, architectural lighting features for then buildings exterior walls were approved. The signage agreement are part of a larger sign district that would run along the Figueroa corridor, connecting the developments along Figueroa to the existing Sports and Entertainment District.
Site owners Korean Air and development partner Thomas Properties Group will replace the 58-year-old Wilshire Grand with the two tower New Wilshire Grand, a 45 story luxury hotel and a 65-story office tower joined by a major pedestrian plaza.
ELSEWHERE: "Angelenos at large have no idea such a skyline-altering, downtown-remaking project is in the offing." [LA Weekly]
Photo: AC Martin