Topline:
The Marlboro Man billboard used to tower over L.A. at the entrance of the Sunset Strip in West Hollywood. It was an ad for the cigarette maker, but over the years had become a landmark for the city.
Why it matters: The sign came down in 1999 after Big Tobacco and a number of state attorneys general reached a settlement that mandated a ban on outdoor tobacco advertising.
Read on … for a history of the Marlboro Man sign in L.A. and why the Sunset Strip was its perfect home.
It was the end of an era for a sign of the times.
On a rainy March day in 1999, a 70-foot billboard perched at the doorstep of the Sunset Strip was taken down and trucked away. That spot on Sunset Boulevard and Marmont Lane had long been the home of the rough-hewn, lasso-toting Marlboro Man — so much a fixture it became part of the glitz and glam of L.A.
"It was such an iconic ad — such a tall billboard with this very handsome image up there," said John Heilman, current and then-mayor of West Hollywood. "Right there by the Chateau Marmont and near a lot of music venues that we have up on Sunset."
That's how I came to know about these larger-than-life Marlboro billboards, going to the Roxy and the Whiskey to see shows, and to the Sunset Tower Records for music in the 1990s. I didn't know it at the time, the image apparently changed every couple of years, but the vibe was so consistent it felt like one, long seamless spell.
"When you came in on Sunset, that is what you saw," said Neil Ford, head of sales for central U.S. and the West Coast at Big Happy, a digital and mobile ad agency based in Chicago. "It really captured what out-of-home [advertisement] was at that moment, what it meant."
Ford said the campaign was groundbreaking — advertising at its most effective.
"You think about that image of the Marlboro Man. It was a different size, it had presence and it captured your attention," Ford said.
It was a gamechanger for Philip Morris. Sales for Marlboro hit $5 million in 1955, a more than 3,000% increase a year after its debut.
In other words, it attracted more smokers.
"It was obvious that the image of the rugged Marlboro Man encouraged generations of men to smoke," said Paul Koretz, a former West Hollywood council member who was at the sign on that March day to celebrate its fall.
Hypermasculinity aside, Marlboro was originally marketed to women as a luxury brand peddling a mild flavor when it was introduced in the 1920s.
The pivot came three decades later, when the company was looking for a way to sell men on filtered cigarettes, long considered effeminate and less flavorful.
Enter Chicago ad man Leo Burnett, who engineered what many consider one of the greatest brand reinventions of all time by creating a new series of mascots — not just butch cowboys, but tough-as-nail sailors, hunters, businessmen, sportsmen, writers.
At the end, the cowboy won out, becoming the brand's reigning Marlboro Man.
" They brought this masculine symbol — image, visual — and really re-created what Marlboro as a brand meant," Ford said. "And it just was one image, there was very little copy. It had the logo on it. It was its own creation at the time."
The campaign propelled Marlboro to the top of the domestic industry by the 1970s, even as the toll on public health from the use of tobacco products racked up.
The Centers for Disease Control estimates that some 480,000 people in the U.S. die every year from cigarette smoking, including exposure to second-hand smoke. At least four actors who portrayed Marlboro Man died from smoking-related diseases.
In 1971, the U.S. banned cigarette advertising on television and radio. Brands then shifted to other mediums, in particular billboards.
The 1.7-mile stretch of Sunset Strip in West Hollywood has never been a stranger to grabby billboards. In fact, it was where the medium became art.
"It's always been known for very creative advertising," Heilman, West Hollywood’s mayor, said.
Its golden era was arguably the 1970s, when giant, hand-painted rock ‘n’ roll signs lined the Strip, a veritable checklist of who’s who in the music world.
The phenomenon started in 1967, with Elektra Records taking out a billboard to promote the debut album of a little-known local band called The Doors.
Two years later, The Beatles’ "Abbey Road" appeared, followed by Led Zeppelin, Joni Mitchell, Bob Dylan, The Rolling Stones and Bruce Springsteen.
The era came to a close in the 1980s with the advent of MTV, which changed the playbook of music marketing, says photographer Robert Landau in his book, Rock 'n' Roll Billboards of the Sunset Strip.
"Other types of billboards focusing on the entertainment industry were very popular," Heilman said. "A lot of the new movie releases, new album releases, new product releases."
And the Marlboro Man stood amid this hit parade in one of the most commanding spots on The Strip since at least the late 1970s.
"As I recall, at one point they actually had steam coming out of it to simulate smoke," said Heilman, who has lived in West Hollywood for more than four decades.
The billboard predates the incorporation of West Hollywood as a city in 1984. Helping to lead the cityhood efforts was Koretz, who went on to become a City Council member for West Hollywood before serving on the state Assembly and the Los Angeles City Council.
"I actually lived near the Sunset Strip, so I thought about it every time I drove by," he said of the Marlboro Man ad. "It was one of the most effective symbols of tobacco marketing."
Both his parents, Koretz said, were heavy lifelong smokers who died from the addiction. As a lawmaker, Koretz led a number of anti-smoking efforts, including a smoking ban in restaurants in West Hollywood — as well as a near total ban on tobacco advertising in the city.
That ban was passed in the final months of 1998, just before a settlement agreement between the nation's biggest tobacco companies, including Philip Morris, and dozens of state attorneys general. The $206 billion deal settled lawsuits filed by the states to recoup health care costs for smoking-related illnesses. It also banned youth marketing, as well as outdoor advertising.
As a result, Los Angeles's most famous Marlboro Man stepped down on March 10, 1999 — about a month before the official removal deadline.
That day, Koretz held a news conference to send the sign off. He said not everyone was happy to see the landmark go. But the ban, among a slew of other anti-smoking policies, have made an impact.
Last year, the American Cancer Society reported cigarette smoking among U.S. adults dropped from 42% in 1965 to 11% in 2023.
" It was always controversial. There are always people that didn't like it," Koretz said of the billboard ban. "This is largely a success story."
Shortly after, a new billboard went up in the place of the Marlboro Man on Sunset.
It was still a cowboy, looking eerily similar to its fallen predecessor, but with a limp cigarette hanging from his mouth.
Instead of Marlboro, it read, "Impotent."
Topline:
A pair of nesting bald eagles was spotted in Los Angeles County this past week, according to a social media post from the Department of Parks and Recreation.
Why it matters: Nesting bald eagles are a fairly rare sight in Southern California, since they typically nest along the California-Oregon border.
Why now: The birds mate between January and July or August, according to the U.S. Department of Fish and Wildlife.
The backstory: The Department of Parks and Recreation did not disclose the location of the birds, and reminded L.A. residents in their post that bald eagles are a federally protected species and disturbing their nests could “disrupt breeding and impact their success.”
What's next: It takes about 35 days for bald eagle eggs to incubate. If the new visitors lay eggs, Los Angeles could have our very own eaglets as early as next month.
Go deeper: Bald eagles have returned to SoCal’s coastal habitat. How are the Channel Islands birds doing now?
A pair of nesting bald eagles was spotted in Los Angeles County this past week, according to a social media post from the Department of Parks and Recreation. (You can check out the full post and video on Instagram.)
The Department of Parks and Recreation did not disclose the exact location of the birds.
Nesting bald eagles are a fairly rare sight in Southern California, since they're more commonly found close to the California-Oregon border.
Of course, there are notable exceptions, including Southern California's most famous bald eagles: Big Bear's Jackie and Shadow, whose yearly attempts at parenthood have become big national news on occasion.
Typically, bald eagles' mating season is from January through July or August, according to the California Department of Fish and Wildlife.
Park officials are reminding everyone that bald eagles are a federally protected species and disturbing their nests could “disrupt breeding and impact their success.”
Bald eagles were once close to extinction in the lower 48 U.S. states. By the early 1970s, there were fewer than 30 pairs in California, all in the northern part of the state. The species has rebounded since being protected under federal and state laws.
It takes about 35 days for bald eagle eggs to incubate. If the L.A.'s new eagle residents lay eggs, Los Angeles could have our very own eaglets as early as next month.
Topline:
The free book festival LITLIT celebrates small independent publishers on the West Coast from Seattle to Santa Monica. It’s returning to L.A. the weekend of June 6 and 7.
Why it matters: The “Big Five” major publishers dominate publishing in the country. The literary fair highlights works from small presses on the West Coast.
The backstory: The Los Angeles Review of Books started LITLIT in 2019, to introduce LARB publishing workshop students to the industry; it has since grown into a festival celebrating independent publishers and other local literary arts practices.
Read on... for details on the event.
Held by the Los Angeles Review of Books since 2019, LITLIT, or The Little Literary Fair, started out as a way to introduce students from workshops to the publishing industry.
It has since grown into a gathering of independent West Coast publishers from Seattle to Santa Monica. This year’s iteration on June 6 and 7 is the biggest yet, with more than 50 publishers participating in the event at Sci-Arc in Downtown L.A.
The fair aims to get the public in front of books that don’t originate from the so-called “Big Five” publishers — behemoths like Penguin Random House and HarperCollins.
“They really get to control what people get to see, and so we hope LITLIT lets people see more of what is out there and what they can support directly,” said Emily VanKoughnett, public programs and engagement director for LARB.
One of VanKoughnett’s favorite independent publishers will be there. Two Lines Press, the publishing arm of San Francisco’s Center for the Art of Translation, deals specifically in translated works.
They’ve published authors from across the world, translating books from more than 100 different languages into English.
“ We do our work in quiet rooms, so it's really nice to be able to meet readers and talk to them about what's interesting them. These festivals are really valuable to us in that way,” said CJ Evans, publisher and editor-in-chief of Two Lines.
Local favorite Angel City Press, which operates under the auspices of L.A. Public Library, will also be there with one of their newly published titles, Los Angeles Central Library POPS, that celebrates 100 years of the Central Library.
You’ll also find LA-based Errant Press, which specializes in books that break the traditional form — like a poem printed on measuring tape or a matchbox sized poetry collection.
“It’s really cool to see the kinds of risks that people are able to take, the kinds of communities they’re able to serve and really highlight here on the West Coast,” said Irene Yoon, executive director of LARB.
The two-day fair also hosts various panels and workshops, including one on the art of comedic writing and another on how to tell the stories of Los Angeles through archival materials.
“This is, I think, the most panels we've ever done,” VanKoughnett said.
Workshops on how to navigate the literary world with a completed manuscript and making your own comics and zines are also on the itinerary.
And Carson’s International Printing Museum will demonstrate how to screen print your own bookmark.
“It's not until we're all in the same room with all our best books literally out on the table that you get to see kind of what a phenomenal publishing culture Los Angeles truly has,” said Terri Accomazzo, editorial director of Angel City Press.
Topline:
After the Eaton Fire displaced most of its customers, Altadena pet groomer Wet Paws faced a June 1 deadline to decide whether to renew its lease. A social media plea sparked an outpouring of community support.
The backstory: Wet Paws estimates its lost up to 90% of its customer base after the fire, leaving it struggling to stay afloat.
What's next: The business has decided to renew its lease banking on Altadena's recovery and more customers returning to the area.
Running a small business is tough under normal circumstances. Running one in a wildfire burn scar can feel nearly impossible.
That's the reality many Altadena business owners are still navigating nearly a year and a half after the Eaton Fire destroyed the community and the local economy. Businesses are grappling with how do you stay open when so many of your customers are gone?
At Wet Paws, a pet grooming business along Lake Avenue, that question recently came to a head.
The shop reopened in January but business remained slow. Wet Paws co-owner Stephanie Trujillo estimates the fire had displaced up to 90% of their customers.
Then came a conversation with their landlord several months ago that forced a decision.
"He reached out and said, 'Are you going to re-sign your lease?'" Trujillo recalled.
The answer wasn't obvious.
Marketing Lab+
Los Angeles County has launched a program offering free marketing assistance and storefront improvements to eligible Altadena businesses. The deadline to apply is June 8.
"I said, unfortunately, we're not even making it. We're paying out of our own pocket," she said. "So he said, 'I'll give you until June 1.'"
The deadline meant Trujillo and her mother, Linda Alashti, who have owned the business together since 2023, had only a few months to figure out whether Wet Paws had a future in Altadena.
Wet Paws is hardly alone. As businesses struggle, Los Angeles County recently launched a program offering free marketing assistance and storefront improvements to fire-affected businesses. The deadline to apply is June 8.
The county also operates a gift card program to encourage residents to spend money at fire-impacted businesses.
But relief has not arrived quickly enough for many businesses.
One particularly slow April Sunday at Wet Paws drove home how dire the situation had become, when they had only one customer.
As she drove home to Fontana, Trujillo began composing a social media post.
"So this isn't easy for us to share," the post began, "but I wanted to reach out with an open heart and hope."
In the message, Trujillo asked the community to book appointments and spread the word to help their business survive.
Before posting it, Trujillo showed it to her mother.
"We're very prideful, and it's very hard to ask people for help," she said. "I felt embarrassed that we had to ask the community for help."
Her mother's advice was simple. "Just post it," she told her. "The worst that's going to happen is nobody sees it or nobody cares."
Instead, the opposite happened. By the next day, the post had been viewed and shared hundreds of times across Instagram and Facebook.
The phone started ringing, said Wet Paws groomer Elizabeth Ranes.
"I got well over 50 calls," Ranes said. "We booked out for the last three weeks of the month when we made that post.”
Customers told Alashti that they “didn't know you were back, because they don't come this way anymore.”
Among those who returned was Penny Dahlstrom, a Pasadena resident whose 113-pound Cane Corso Marley had been a Wet Paws regular before the fire.
Dahlstrom had tried taking Marley to a large pet store chain while Wet Paws was closed.
"My husband went in to pick her up, and he hears crying, and it was her," Dahlstrom said. "That's not just her nature."
The social media appeal didn't just bring back former customers. It also introduced the business to new ones, Trujillo said.
But recovery remains uneven.
Some days are still slow. And the shop continues to deal with lingering fire-related electrical damage in the back of the building.
Wet Paws is operating on a temporary electrical system, limiting how much power it can use at any given time.
"If we run our AC, and the neighbors run their AC, we lose power," Trujillo said.
As the June 1 lease deadline approached, Trujillo and her mother weighed their options. They could walk away and cut their losses. Or they could commit to rebuilding alongside a community they had come to love.
Ultimately, they thought about the response to their post and the customers who had shown up when the business needed them most. And they had faith that Altadena would rebuild to its full strength.
They chose to renew the lease for another three years.
"I can't imagine what the community is going through, losing their homes and losing everything that they had," Trujillo said. "Yet they're still coming back."
And as long as they do, she said Wet Paws will be there for them and their fur babies.
Topline:
A collective of artists has painted more than 70 murals across seven elementary schools in and around Los Angeles to bring art to students in under-resourced communities.
Why now: The collective just wrapped up their latest murals at Breed Street Elementary in Boyle Heights.
The backstory: The idea to paint murals at schools came from Erik Caruso, a fifth grade teacher in Paramount, after he found out that many of his students had never been to an art museum.
On a recent Monday, students at Breed Street Elementary in Boyle Heights started their day like no other — with a tour of the murals hand-painted over the weekend across the playground.
It’s the latest of seven elementary schools in and around L.A. to get the treatment. Over 70 murals in the last 13 years, brought by a collective of artists to students in under-resourced neighborhoods with little access to art education.
“The kids were so excited,” said Stefanie Barbee, a math teacher at Breed. “Just pure joy.”
The students snaked through the paintings on handball courts and school walls: cartoon animals, bright orange flowers, a circle of meticulously painted lines. The works span genres and sensibilities.
“It's grassroots. We're not getting money from anyone,” said Erik Caruso, the fifth grade teacher in Paramount who's the group glue. To them, they are just an assembly of like-minded friends — and friends of friends — who spend one weekend out of the year hanging out and painting murals for school kids.
But the collective is anything but typical. It includes artists like the late Rich Jacobs, who died from leukemia this year; Tim Kerr; pro skater Ray Barbee; and Japanese artists Yusuke Hanai and hi-dutch. The vibe's always low-key, and somehow they've managed to stay under the radar.
“The kids have no idea that they show in huge galleries or have pieces hanging in museums,” said writer Martin Wong, co-founder of the pioneering Asian pop culture magazine Giant Robot. "Or they're famous in the skateboarding scene or surf or music."
Their reward is the Monday morning after, seeing the happiness on the kids’ faces.
“The artists are waiting all weekend — it’s that moment,” Caruso said.
James Hamblin was at Breed for the meet-and-greet earlier this month. He painted a mural designed by his partner Sandy Yang on one of the handball walls.
“Sandy's design is pretty abstract, so it was interesting because the kids were [asking], you know, ‘ What is it?’” Hamblin said. “It was great because I could tell them I had no idea and like, ‘What do you guys think it is?’"
The idea came to Caruso in 2011, after he took about two dozen students from his Paramount school to MOCA and discovered that only four had ever been to an art museum.
“I wonder if there's a way we can bring the art museum to the school,” he said.
Caruso, a 24-year veteran, was no stranger to bringing art — and artists — directly to his students. In 2009, he launched a monthly art project for fifth graders that culminated in a year-end show where they met and shared work with living contemporary artists.
The murals were next.
They painted their first ones at his school in 2012. Soon, the project expanded to the rest of Los Angeles.
The painting takes place between Friday and Sunday, but planning takes months.
At Breed, the connection was made through math teacher Barbee — wife of Ray — who is on a two-year stint at the Boyle Heights school to help students catch up on the subject.
“I had sort of planted that seed that at some point I would love for a school I was working at to be the recipient of the beautiful work,” she said.
She brought Caruso out for a site visit last September.
“He has a really amazing kind of vision about where to place the artists … based on just their artwork and where it is in relation to the street view,” Barbee said.
Next came an introduction to the principal and the approval process.
“One of the biggest challenges with what we are doing is, you know, they want flipping dolphins and stuff like that,” Caruso said. “But we want to cross over into fine art pieces.”
Caruso estimated that as many as 40 artists and musicians have joined the effort.
The core group now, he said, is about 11 people, and friends and families often tag along to help out, given they have just 16 hours over three days to finish the job.
Among the regulars: Wong and his wife, Wendy Lau, who once organized DIY punk shows to fund music education at their daughter's Chinatown school. In Caruso, they saw a kindred spirit.
Caruso later brought the collective to paint at that school and eventually invited their daughter, Linda Lindas bassist Eloise Wong, to join his fifth grade art and music project.
“All of these kids on the blacktop were all just screaming their hearts out,” Eloise said. “It's cool how Erik — Mr. Caruso to them — shows them, like, raw ways to express themselves through cool art.”
