West Hollywood’s Historical Preservation Commission approved a pair of new billboards on the Sunset Strip dubbed “Roxy + Rainbow” — the construction of a new sign on the site of the Roxy Theatre, and the conversion of the static billboard above the Rainbow Bar & Grill into a digital one.
Both billboards would be lit internally. The new board at the Roxy Theatre will be positioned vertically at 16′ x 50′. ; the Rainbow Bar & Grill’s will remain 48′ x 14′. Each is designed to play with visual space of the establishments and the juxtaposition of indoors and outdoors.
The Roxy structure includes a middle section with panels featuring colorful images of entertainment figures associated with the Sunset Strip.
The Rainbow Bar & Grill was designed in the Tudor Revival style and constructed in 1935. The Roxy Theatre, built in 1936, was constructed in the French Revival style. The properties were designated City of West Hollywood Cultural Resources in 2019.
Consultant Aaron Green mentioned they would be installing an ambient light reader that “can take into account real world conditions of how bright the ambient light is on Sunset Boulevard around it.”
In their commentary, Commissioners took issue with the way the the Rainbow Bar & Grill’s classic sign would be obscured by elements of the new structures, particularly the colorful middle section.
“I drive past this area almost every day,” said Chairperson Lola Davidson. “These establishments were old stomping grounds for me. And as much as I truly do appreciate the, the intention of that middle part on 9015, to give them much to past artists. The Rainbow Bar and Grill sign is so important and so iconic. And I don’t want anything to take away from that. So if there is a way to modify that as my fellow Commissioners have stated, because my understanding is that middle part you never intended to be sold for advertising; that was simply to be an homage to artists who made the Sunset Strip and Rainbow Bar and Grill famous. As much as I love that intent, I share the concern that it takes away the significance of the Rainbow Bar and Grill can sign.”
Commissioner Gail Ostergren noticed how the plan seemed to omit the Roxy’s freestanding sign as a “character defining feature.”
“Going from what this particular staff report states,” said Doug Vu with the city’s Planning and Development Services, “ the actual character-defining feature for the Roxy only includes the full-width projecting on a neon blade signs on the south side of the building, not the freestanding sign with the pole that has the neon letter R. That was not identified as part of the designation as a character-defining feature.”
“I find that shocking,” Ostergren said.
“Me, too,” Davidson said.
After more discussion, the plan was passed by a unanimous vote with stipulations.
“Why don’t I propose a motion?” Commissioner Edward Levin said. “Subject to clarification of just what exactly the character defining signs are for these buildings, I move that we approve the certificate of appropriateness subject to the following condition: that regarding character-defining features that the center portion of the sign at 9015, from six feet to 23 feet, up that that cladding illumination be removed. So that it is in fact a sign on a stick, so that it does not compete with the ability of the rainbow pole mounted can sign to communicate its significance.”
The agenda item now proceeds to the desk of the Planning Commission.
The plan was put forth by ACE Outdoor Group. The billboards are located at 9009 and 9015 Sunset Blvd.
PUBLIC COMMENTARY
“The digitalized technology will certainly add new life to the Roxy and Rainbow historic structures.
I just like to share a few observations regarding the Roxy. The bold billboard to the right of the Roxy fits nicely with the exploding images on the front of the structure but I ask if the elaborate armature is necessary against a blank, albeit geometrically textured wall of the adjacent building? A simple unobtrusive support would seems sufficient and not detract from clear design housing the sophisticated graphics of a billboard such as Saint Laurent. I ask why is it necessary? Similarly with the landscaping plan and variety of multicolored plantings. After installation and having the possibility of being easily trampled does not seem to be a significant landscape asset to the structure itself. One might consider something harder edged of the more formal french revival period utilized in the structure….A geometrically shaped hedge form. Adding multiple elements does not always account for more successful and durable design. Clarity is enduring. On the other hand, the Rainbow configuration expresses itself clearly. Thank you so much.” —Lynn Russell
APPLICANT’S REBUTTAL
“The question about the durability of the landscape and whether or not that will be maintained as part of the development agreement for the project. If this is approved ultimatelyby Council, the property owner will be required to maintain that landscaping throughout the life of the development agreement so there’s not a risk that what it looks like when it’s planted won’t look at the same at some point in time in the future. There will be an obligation to do so.”
