Planning Committee Approves 9th & Figueroa Signage District
Eric Richardson
[Flickr]
A December photo shows Astani's Concerto tower (black, mid-right) rising next to Hanover's 717 W. Olympic (white, right). Both sit inside the proposed Signage District.
DOWNTOWN LOS ANGELES — Even as the City took other actions last week to ban electronic signage, the Council's planning committee approved the proposed "Blade Runner" signage district at 9th & Figueroa. The approval is the next-to-last step for the district, which would regulate signage on Astani's Concerto project, Hanover's 717 Olympic and a proposed FIDM tower.
Just a day after the committee approved the sign district application, Council passed a motion in support of Assembly Member Mike Feuer's AB 109, which would put a state-wide moratorium on new electronic signage until January 1, 2012. It's unclear what effect the bill would have on City-approved Signage Districts, since it does not seem to make any distinction between permitted signs and unpermitted ones.
Developer Sonny Astani's plans for the displays on the Concerto project generated controversy when first announced. Astani wanted to turn the side of his tower into a 14-story screen, using embedded strips of LED lights to create a display while still allowing for views.
The current proposal tones down the idea, but retains the integrated technology. The large screen on Concerto is moved lower on the tower, and the ordinance puts limits on the angle and level of light emitted.
Though not originally approved by the Planning department, an electronic display for the FIDM tower was also approved. That project would sit on the corner of Olympic and Flower, and the screen would face Olympic and advertise school events.
The 9th and Figueroa district must next be approved by City Council. Astani's Concerto project is under construction and due for completion later this year. Hanover's 717 Olympic is complete.
Vanzant on February 18, 2009, at 12:44PM – #1
It amazes me how anyone could want downtown LA to be darker. Brighter just means more light on the streets and possibly less crime. I dont walk on dark streets downtown at night.
If you dont like the light, close your shades!
I live across the street from Concerto on Flower, bring on the lights!
Raymond on February 19, 2009, at 07:34AM – #2
and on top of that why is this ordinance just implemented on 1 square block? why not make it for the whole district or at least the area bounded by 9th, 110, Flower & the 10. Leave it up to LA to always be soo uptight and restrictive when it comes to development lol
STARCHY on February 19, 2009, at 01:30PM – #3
Gotta disagree with Vanzant and Raymond
No one is saying they want downtown to be "darker", no one is opposing street lights, and of course everyone wants less crime. None of these points are the issue.
the REAL issue? Billboard (electronic or print) are urban blight - corporate graffiti that provides financial benefit to the few, while adversely affecting the quality of life for many.
The VAST MAJORITY of citizens, if asked, do not like, or want, billboards. Relegating them to a 'sign district" is just a chicken sh*te way for politicians to dodge the issue.
Finally, to poster "Raymond", billboards do not equal "development", and they should be restricted (or preferably banned outright) without any exceptions because they add absolutely nothing of substance or value to our urban environment.
James on February 23, 2009, at 10:28AM – #4
I agree partly with Vanzant and Raymond, however the LA live and staples areas are meant to be bright. Signs are all over times square with huge ads for Coke, etc, and people seem to appreciate this.
If Astani want to put a giant moving billboard on his building, it would add to the ambiance of life in this area, in my opinion. Raymond says they add nothing of substance in development, which is usually true. However this moving LED strip billboard, is fairly original in its design and has been mandated to include local contributions (arts/symphony 'ads') in between the paid ads.
I am with Raymond on the generic rectangle billboards and even electronic ones. But the gigantic screens at LA live and Astanis LED strips are fairly innovative, brings downtown LA alive at night.