ACE Outdoor Group hopes to diminish visual clutter, while enhancing greenscapes between the iconic Roxy Theatre and The Rainbow Bar & Grill.
With its eye on the future, the West Hollywood Planning Commission reviewed a proposal and recommended that the City Council approve two billboards at 9009 and 9015 Sunset Boulevard, in front of the legendary Rainbow Bar & Grill and Roxy Theatre, on the western edge of the strip.
ACE Outdoor Group is giving the Sunset Strip a refresh of its billboards, intended to reduce visual clutter along the sides of buildings. As part of this project, the company plans to enhance greenscapes between the two world-renowned institutions. A fixed, internally lit billboard will be added to the wall of a building next to the Roxy Theatre, in lieu of the existing five-panel wall sign. Meanwhile, the Rainbow Bar & Grill will get a dual-sided billboard, one side will be an internally lit panel and the other a digital billboard.
Speaking on behalf of the Maglieri and Adler families, respective owners of the Rainbow Bar & Grill and Roxy Theatre, Mikael Maglieri emphasized the importance of the redesign and the legacy it leaves behind.
“As you can imagine, the pandemic has tremendously impacted our businesses,” said Maglieri. “The revenue these signs generate will be a lifeline for our businesses both now and in the future,” he added.
Outdoor dining, drought resistant plants, improved shading, and updated paving are important elements of this makeover, with the ultimate goal of revitalizing these historically designated landmarks.
“A lot of what happened here, a lot of the cultural magic that occurred, in addition to in the buildings, [happened] in the parking lots around them,” said Aaron Green of the Afriat Consulting Group. “So what we’ve proposed to do is make extensive site renovations and upgrades to really make the space more usable and enjoyable.”