LA Council approves Hollywood supergraphics ban

The Los Angeles City Council today unanimously approved an ordinance that will ban supergraphics in Hollywood.

The ordinance does not apply to supergraphics that were previously approved by the city but are not yet on display.

"It's not that there won't be any more (supergraphics) that we see come up, but we thought it's only fair when you draw the line that you not catch people mid-stream,'' said City Council President Eric Garcetti, whose district includes Hollywood.

In calling for the ban, Garcetti said, "Enough is enough. Too many of our historic structures have had illegal supergraphics up on them. Also, we want to close the loophole of new ones popping up in the future.''

The ordinance prohibits supergraphics -- massive vinyl signs that wrap around buildings, sometimes blocking occupants' windows and doors -- from commercial and industrially zoned properties in an area roughly bounded by the Hollywood (101) Freeway on the north and east, Melrose Avenue on the south and
La Brea Boulevard on the west.

The ordinance does not apply to supergraphics that were approved by the Planning Department or the Community Redevelopment Agency board on or before Nov. 12, 2008.

Garcetti said he expects those supergraphics to be posted in Hollywood over the next year or two, if they are not on display already.

Laurie Goldman, with the Central Hollywood Neighborhood Council, praised the ordinance. She said supergraphics are a visual blight on the community.

"The lack of enforcement has resulted in a proliferation of supergraphics, and the economic argument put forth by the development community does not justify the continued visual degradation of our community,'' she added.

But Leron Gubler, president and CEO of the Hollywood Chamber of Commerce, warned the ban could backfire by prompting real estate developers to back out of projects where they no longer have an expectation of generating revenue through supergraphics.

"Developers of the proposed 400-room hotel next to the Hollywood Palladium and the 320-room Highland Center Hotel have told us that this action could effectively kill these projects,'' he said.

"Such an abrupt change may have serious consequences for projects in the pipeline that were counting on supergraphics to make their projects pencil out,'' Gubler added. "An abrupt change like this, to be fair, should be phased in to allow those impacted to adapt, otherwise the city may also lose out in the end.''

Anne Williams, vice president of the Central City Association, a group of Los Angeles businesses, said, "Particularly in the context of this ravaged real estate market, it's critically important that projects have access to as many income streams as possible.''

The ordinance, which still requires the mayor's signature, also includes a provision allowing digital wall signs and digital marquees. Those are smaller than digital billboards, which are banned throughout the city.