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Hollywood Sign Expected to Read 'Save the Peak' on Thursday

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There are two choices for the 138 acres of private land sitting to the left of the Hollywood Sign: develop it into a site for luxury living or leave it as open space. What happens next is up to the community, or perhaps, the world at large.

When the LAPD on Monday sent out a mysterious community e-mail alert stating that the sign would be "covered up for an international campaign [...] until further notice," a surprise meant for Thursday began to unravel. The world's most famous sign, which originally read "HOLLYWOODLAND"--and thanks to pranks, "CALTECH," "HOLLYWeeD" and other phrases throughout the years--is expected to read "Save the Peak" on Thursday.

Call it activism, if you will, to save one of the most famous pieces of open space in Los Angeles. When the Cahuenga Peak and surrounding land was sold to a Chicago-based investment firm in 2002 for a cheap $1.675 million and later put on the market for $22 million, it concerned environmentalists (preserve the open space) and preservationists (don't ruin the backdrop of the world's most famous sign) alike. Touted as "the last private, undeveloped promontory ridge in Los Angeles," the property was divvied up in five parcels and marketed to those seeking the ultimate luxury home.