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Giant Screen for the JW Marriott L.A. Live

By Eric Richardson
Published: Thursday, August 26, 2010, at 01:34PM
IMG_6685 Jordan Katnik []

A worker hangs on the side of the J.W. Marriott L.A. Live on Friday as he installs the grid-like structure for an 8,000-square-foot video display that will face Nokia Plaza.

Crews last week began installing an 8,000-square-foot LED video display on the side of the JW Marriott at L.A. Live. The screen, which will face toward Nokia Plaza, is one of the largest in the country.

Constructed out of horizontal LED strips with gaps between them, the sign allows hotel guests to still see out of their rooms. A similar installation surrounds Nokia Plaza’s main video board, though the screen on the hotel tower will have a much higher resolution.

The screen will be approximately 160 feet tall and 50 feet wide, the same size as static advertisements that are installed on the north and west faces of the building. It was announced in January of 2009 as part of a partnership between L.A. Live and Panasonic.

All signage for the entertainment complex was vetted as part of the Los Angeles Sports and Entertainment District specific plan, a document that governs many aspects of development around the L.A. Live site. The ads became a source of controversy last year, when City Attorney Carmen Trutanich challenged AEG’s right to install signs on the sides of the Regal Cinemas. The City Council eventually stepped in and overruled its counsel on the issue.

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Conversation

Guest 1

Guest on August 26, 2010, at 02:17PM – #1

that whole stretch between L.A.Live and wilshire needs to be declared a light and entertainment zone, with UNRESTRICTED signage allowances.


Guest 2

Guest on August 26, 2010, at 04:00PM – #2

Now if they would remove the Bud Light and Coca-Cola supergraphics on the Olympic and Georgia sides of the building. They seriously cheapen the design of the building.


Guest 3

Guest on August 26, 2010, at 04:48PM – #3

There was virtually NO community input into the Sports and Entertainment District Specific Plan. The developer controlled the content, and had the boundaries drawn around his property. A Specific Plan is usually created by the stakeholders in a community...IE: existing residents, property owners, and business owners.... It's just a darn good thing LA Live doesn't impact anybody two blocks away! Or else, one might question the validity of the Specific Plan in the first place...


Anthony Costantino on August 26, 2010, at 05:04PM – #4

All you can really do, if you dislike this area, is to avoid the Vegas light shows, corporate restaurants and $75/hour games of bowling.


Guest 4

Guest on August 26, 2010, at 05:49PM – #5

When gross gets more gross.


Guest 5

Guest on August 26, 2010, at 06:04PM – #6

It's great to have so many options DTLA. If you don't like something, why be negative, just spend your money at the places you like. DTLA is becoming amazing, and even LA Live has a role, even if it's not your cup of Tea. But, I guess if you are negative long enough maybe all the new business and loft residences and everything else that is trying to bring DTLA to it's fullest will fail... I say more negativity... ugh. Get real.


Guest 6

Guest on August 26, 2010, at 06:43PM – #7

It has nothing to do with being negative. It has everything to do with hijacking the City's community plan process to help a developer. Shady is shady.... The Sports and Entertainment Plan was designed to maximize "guaranteed" sign revenue and minimized neighborhood improvements. FACT.


Guest 7

Guest on August 26, 2010, at 09:09PM – #8

^ Big whoop-de-doo. Don't worry about signage and hijacking of plans, or whatever. Worry about the fact that a large portion of downtown still is a wasteland.

Guests from the Ritz and Marriott hotels look out over a vast sea of mostly ratty buildings and miserable parking lots.

It calls to mind the joke about a huge earthquake hitting Los Angeles and causing hundreds of dollars worth of damage.


Guest 8

Guest on August 26, 2010, at 09:37PM – #9

Uh, did anyone here participate in the LASED planning process? No? Then why are you talking about hijacking of the community input process and all that?


Guest 9

Guest on August 26, 2010, at 11:38PM – #10

Guest #9: Obviously no one here participated in the process. That's the problem. Who was invited? How was word disseminated to the community? Who has heard of the LASED? Oh well, to late.


Guest 8

Guest on August 26, 2010, at 11:59PM – #11

@ #10: I know you want to complain that your rights were somehow violated, but the plan was from 2001. Unless you lived in South Park back then and participated in the process, you're the newcomer in the area throwing your weight around, not the opposite way around.

http://planning.lacity.org/complan/specplan/pdf/LASED.PDF


Guest 10

Guest on August 27, 2010, at 01:32AM – #12

I remember Councilman Ed Reyes saying that mega-billboards are a good fit for dense urban areas. What a knucklehead...can you imagine supergraphics on iconic urban buildings like the Empire State Bldg/Chrysler Bldg/Flatiron Bldg/etc.? Heck no.


Guest 11

Guest on August 27, 2010, at 03:07AM – #13

The fact of the matter is that what AEG wants, AEG usually gets in this town,regardless of the consequences (or cost to the City). The plan governing development of LA Live is a custom fit plan to deliver to the developer all the conditions they needed to build what they wanted. Is it important to have community participation and input in the crafting of community plans? Absolutely. Is there a reason why the City Attorney was advising against AEG's posting of signs at the cinemas? Absolutely. This City Council still doesn't understand that when rules are made they apply to even the best of buddies or campaign contributors. Otherwise, the courts see that the city is being inconsistent and then we are unable to enforce the law. Each time the City Council over rules the City Attorney on matters such as this they should be forced to take out their own insurance coverage (or pay the cost of defending the exceptions to the rules).

We can only hope that this monster sign being erected is not visible from any freeways or busy streets. That would be a real mistake from a public safety point of view. Who pays the damages in case of accidents brought on by those watching the screen instead of the road? AEG and/or the City?


User_32

David Klappholz on August 27, 2010, at 06:46AM – #14

At least some of us love the idea that DTLA has an entertainment/restaurant district that has Vegas-like lighting and that didn't require the demolition of anything of historic or architectural interest to create. (BTW, NYC has exactly such an area; it's called Times Square, is 8-10 blocks long, and isn't very far from the Empire State Building.)


User_32

Laldava02 on August 27, 2010, at 07:30AM – #15

Those of you critical to this sign act as though there was something of interest in this area before L.A Live. Last I checked it was a sea of surface parking lots and for the most part still is. No historic structures or any structures for that matter were really destroyed to construct what has been and will continue to be an economic generator for downtown. This is an entertainment district and should be visible and flashy. If you don't want to be around it - simply go somewhere else. There are plenty of us who like that the fact that L.A Live exists and helps put downtown on the map in this region.

Also as far as distracting drivers are concerned, this sign will be facing the interior of the plaza just in case you didn't actually read the story. This means it will likely be visible from Figueroa but not the freeway. At some point people need to take personal responsibility for simply watching the road when driving.

I'm eager to see what this will look like and hope that the success of L.A Live will finally lead to desperately needed development on the surrounding lots in the area.


User_32

crystal on August 27, 2010, at 09:10AM – #16

Guests can see out of their rooms, but won't the light show still reflect into the catty corner rooms and be distracting? I guess its like Vegas - just close the black out curtains.


Guest 12

Guest on August 27, 2010, at 09:51AM – #17

There are many of us who fought the approval of LA Live and unsuccessfully pushed for applying those same investment dollars into existing infrastructure.

At the time the development was marketed as Times Square West. We all know that the real Times Square wasn't a recent project to pop up at the fringe of Manhattan. The real Times Square had more in common with our Broadway and some Hollywood...suffering empty theaters, tackiness, decline...which resurged with changing tastes, improved economy, new residents, and reinvestment from many areas, including Disney.

Remember about 10 years ago when Disney was sniffing around Broadway, checking to see if they could replicate the Times Square success story here? Apparently the time wasn't ripe, and as a private company who's to force them, but flashforward to today...now with LA Live up and running and making big bucks, we have to ask if LA Live is now a hindrance to Broadway's redevelopment...even if Broadway is clearly more ripe for change than ever in the last 50 years.


Guest 7

Guest on August 27, 2010, at 10:06AM – #18

Who pays the damages in case of accidents brought on by those watching the screen instead of the road?

Has anyone ever done a study of the effect that a huge array of very brightly lit signs on the Citadel discount mall, next to the 5 Freeway, in the city of Industry has had on drivers?

For that matter, have studies through the years indicated noticeably more traffic accidents in New York City's Times Square and Las Vegas?

There may be, although I'm not aware of them.

As for downtown LA, I'd theorize there probably have been more accidents through the years caused by drivers -- in a subtle weekend-getaway type of panic -- rushing to get away from the city's urban ills, including squalor, aggressive panhandlers and deranged homeless people run amok.


Guest 3

Guest on August 27, 2010, at 10:52AM – #19

Personally, I don't even care that much about this digital sign. I think everyone should be concerned about the creative manipulation of a planning department process that was meant to protect neighborhoods. And as for those that say "why should anybody care, the rest of the neighborhood is a wasteland, anyway,"..I say what kind of leadership allows the rest of the neighborhood to continue to rot in the shadow of LA LIVE. This complex is a temple of decadence and excess, providing very little benefit to the rest of downtown. Could the rest of us get thrown a little something...even a sidewalk hosing.. or some potholes fixed.... frankly I think it might be time to look at new council boundries...Redistricting should be happening soon. Let them know downtown is up for grabs.


Guest 7

Guest on August 27, 2010, at 12:19PM – #20

I say what kind of leadership allows the rest of the neighborhood to continue to rot in the shadow of LA LIVE.

The kind of leadership that hasn't been aggressive enough in haranguing property owners to clean up their buildings or plots of land. Or to tear down their pieces of junk and blight. Or to at least install some decent landscaping on their wastelands.

The only decadence through the years has been the decadence of being lazy and meek about the absurdly rundown, unattractive and squalid condition of the city.


Guest 13

Guest on August 27, 2010, at 12:58PM – #21

OK #10... I agree..the Council Office has done NOTHING to assure high standards downtown. Setting standards IS the primary job of a councilman. This is government, not "Let's make a deal!" And for that matter, look at Broadway in CD14. No store fronts, no business licenses... Some of those stores are selling merchandise that still says "Rite-Aide" on the sticker... Parts of downtown are like the Old West. Lawless. There should police on the corners in the historic core, not just deployed to protect LA Live from Laker fans. Where are our foot patrols? Where is the Building and Safety Department? Why are the parking lot operators running the show from the Convention Center to the Civic Center? There are 40,000 people downtown. If you aren't careful the neighborhood will be sold out from under you. And yes, the very point of LA LIVE is to lure people in with bright lights, create a captured audience, then hit them with overprice food and parking. Sharing the wealth downtown was never part of the business model.


Guest 13

Guest on August 27, 2010, at 01:06PM – #22

Sorry #10, I meant #20. Keep up the good fight!


Guest 14

Guest on August 27, 2010, at 02:51PM – #23

LA Live…. good. Signage…. good. Creating Jobs...GOOD. For those that are complaining, if you can offer jobs to all those involved in this project, go ahead and contact us. My family will appreciate it otherwise, go back to your cage and curl up on fetal positions while watching me support my family.


Guest 3

Guest on August 27, 2010, at 05:03PM – #24

to #23 if your developer can't figure out a way to give you a minimum wage job without a $50 million tax subsidy we don't need the project. And by the way, tell him to stop closing the street. It belongs to the tax payers.


Guest 7

Guest on August 27, 2010, at 09:09PM – #25

if your developer can't figure out a way to give you a minimum wage job without a $50 million tax subsidy we don't need the project.

If the developer hadn't built anything in the first place, there would be zilch, nada, zero economic activity created by it. A subsidy, therefore, would have been totally irrelevant or meaningless--to both the developer and city government. That's because without the potential of new wealth created in the community due to a major development, the folks at city hall would have had no reason to believe a new source of revenue was on the horizon and could be encouraged with the offer of tax breaks.

For the dummies who can't figure how this all works out, they might just as well proclaim "oh, goody, the city of Compton (or East LA) is so lucky! They're not willing to lure big developers with the promise of subsidies! So that town's prosperity and taxpayers are being protected!"


User_32

() on August 28, 2010, at 07:10AM – #26

Those anon comments! People, out yourselves! I see the guest comments and they are the equivalent to someone standing on the street corner touting the end of the world. It isn't that hard to set a screen name up, and you really can make a friend that way.

I moved here in 2004 and was made well aware of the LASED. I say, keep investing and improving South Park and the LA Live complex. Fit a Trader Joes in there, and up the neighborhood public safety around LA Live when the fans from outside of Downtown flood the neighborhood to burn a car, break some windows, and beat each other senselessly.


Guest 15

Guest on August 28, 2010, at 01:34PM – #27

The signs look neat I guess, but they blindingly bright at night. I used to live across the street from the big video board above ESPN Zone and the brightness was insane.


Guest 7

Guest on August 28, 2010, at 02:32PM – #28

The fact of the matter is that what AEG wants, AEG usually gets in this town,regardless of the consequences (or cost to the City).

But no BFD compared with what the city of New York has done over the past few decades. That town's leadership has given huge concessions to corporations in order to keep their headquarters in Manhattan or to bring them back in. A good case can be made that such tax breaks were either unnecessary or excessive. That's because the heart of New York City (Manhattan) has remained a competitive, healthy part of the Tri-state region.

Downtown LA, by comparison, has been fading away since the 1950s. It has been more of a flop and embarrassment than anything else, and traditionally shared way too many of the traits of the rusty, dusty and tired urban cores of midwestern and southern cities.


User_32

Greensmark on August 28, 2010, at 04:34PM – #29

It is SO fun to read all the comments about this. So just to reiterate: When all this was in proposal, there were no neighbours, there was nothing here expect parking lots, as was mentioned eariler. And, after living here for three years and seeing LA LIVE and all the new buildings going up, new restaurants opening, tress planted, people walking their dogs AT NIGHT! I just wish....REALLY wish that everyone would consider that there is room for everything DWNTWN. We can have the splash and blinged out areas (a la Vegas), we can have the arts and bohemian districts, we can have our own BROADWAY DISTRICT, museums, restaurants, night light. It can ALL be here!! Go to the parts you like and let the rest attract others to follow. People, we need to stand together and show the world that Los Angeles had a vibrate downtown area. What we need is RETAIL!!

Grnsmrk~


Guest 16

Guest on August 28, 2010, at 04:42PM – #30

#28 If New York City has remained so competitive , why did it teeter on the edge of bankruptcy in 1975, asking President Ford for a bailout. By 1979 over 1 million people had fled the City. It took 20 years to regain the population loss. By the way, it is common knowledge that nothing gets built in New York without paying a mob tax. I would not use them as a role model for LA.


Guest 17

Guest on August 28, 2010, at 05:28PM – #31

The proprietors ought to run a flick or two every night on the damned thing, starting 30 minutes after sunset.

First up: Boogie Nights! That could cause some in the crowd to hyperventilate.

Ya think?


Guest 17

Guest on August 28, 2010, at 05:34PM – #32

Greensmark: "vibrate downtown"

??????

The lobbyists up at City Haul can handle that, easy.


Guest 16

Guest on August 28, 2010, at 05:47PM – #33

There is no infrastructure for retail downtown because the politicians have spent all their time and resources kissing up to AEG. There are no City parking structures and meters are up to $4 per hour. Good luck operating a new store. The only City owned structure downtown, Pershing Square Garage, is about to be sold off to pay bills.


User_32

Dixon on August 28, 2010, at 06:42PM – #34

Guest #31, I vote for the pre-fame John Holmes cult classic "Big Beaver." It has a Linda Lovelace cameo appearance.

Have you seen it? It's really good!


User_32

JDRCRASHER on August 28, 2010, at 10:43PM – #35

I'm beginning to dislike the existing supergraphics on the North and West faces of the tower, but IMO, these ones are okay, because they are facing TOWARDS Nokia Plaza and AWAY from the freeway and adjacent neighborhoods.


User_32

jojinks on August 29, 2010, at 08:47AM – #36

Guest #8 I couldn't agree more! All the money dumped into one area - Nokia... don't go more than a few blocks and you are in ghetto town.. the city really needs to get a "redevelopment plan" that incorporates the city as a whole! Not a few square blocks of glass, lighted advertisements and overpriced parking! Let the greed begin!


Guest 7

Guest on August 29, 2010, at 09:38AM – #37

Guest #30: The city government of New York was and is a joke. But that's been greatly offset by the strength of New York's private sector (its corporate wealth) and special role as the financial, cultural capital of America.

Take those advantages away from NYC, give most of Manhattan a long-time history of being no more nicely or impressively developed than some town in Iowa or Kansas, and you end up with a place similar to downtown Los Angeles.

New York City has filled up most of its gargantuan amount of office space over the past 20 years. Downtown LA, which doesn't contain more than a fraction as much space, hasn't come close to doing the same thing since 1990.


Guest 16

Guest on August 29, 2010, at 09:10PM – #38

#26 Ginny, this is exactly why I have been critical of DLANC. I know you have a backround in public policy. You say you saw this Sports and Entertainment Specific Plan in 2004. Did you, or anybody on DLANC actually give any input into the plan? As you probably know, specific plans are developed by the community to direct future development. It is similar to a HOA process. DLANC should have been writing this document, not "being made aware" of it by LA LIVE. Also, I happen to know that the company CEO was walked through the City departments by a Council office deputy. The management was told that the Councilperson "liked the plan just the way it was..." meaning no changes would be tolerated by the reviewing agencies. Not even the most basic changes were accomodated to bring the plan into conformance with City standards. I'm talking signage, building and safety, transportation, and public works issues. There is a reason why the City Attorney's office is upset. This Council Office along with the developer have made the City a target for lawsuits, and disrespected the downtown community.


User_32

Russell Brown on August 29, 2010, at 10:32PM – #39

DLANC Certification date April 27, 2002

LOS ANGELES SPORTS AND ENTERTAINMENT DISTRICT Specific Plan Ordinance No. 174,224 Effective October 21, 2001

Since guest #38 is such an expert, let's at least get the facts correct. DLANC did not even exist when the LASAED specific plan was already adopted.

Indeed, most of the residential community that was to come (except Center City East/ Skid Row) and the pre-existing Bunker Hill residents, did not exist. The first adaptive reuse building, the San Fernando in the Old Bank District only came online August 2000. The Hellman and Continental opened in 2001 and 2002- after the LASAED was finalized.

Ginny did not say she wrote the guidelines, she just stated through her community involvement, she was aware of them 6 years ago. There also is already approved guidelines for Olympic North complex and also guidelines for the large (un-built) projects east on Figueroa (Figueroa Central) and west toward the freeway on Francisco (Metropolis). I guess if they ever happen, we can have another round of "no community input" stories.

Trutanich’s problem with AEG signage was 2 fold. A big part was leverage over the Michael Jackson funeral reimbursement expenses. (AEG paid $1.3 million in payment and equipment). Also, the City had previously lost in court on signage and super graphics issues. A new court had ruled in favor of the City. The City Attorney was clear that unless finding were made that this was pre-existing and part of the development agreement, all new signage could call the entire new signage ordinance into question.

City council made the necessary and appropriate findings.

AEG had significant public benefit costs imposed on them as part of the development deal. Prevailing wage, local hire, labor union agreement, relocation expenses, affordable housing contributions. The costs and the ability to capture that revenue stream with signage were detailed in the specific plan. The City put almost no money into this, but was willing to share future hotel tax revenue (that would not exist if the project didn't exist) to be reinvested back into the project.

Where the issue was tricky was that the theater complex with its exterior signage was finished after the newly adopted signage ordinance. Permits for the exterior signage had not been issued, although the signage itself was always part of the design and agreement.

Remember, all of this area was parking lots and deteriorating housing. It is now the busiest entertainment and sports complex in the world adjacent to the convention center. The CC was a money loser white elephant with minimal convention hotel rooms.Now that has all changed due to LA LIVE and Staples Center.

Thanks to Staples, Nokia Theatre and LA LIVE the Convention Center just hosted the grand daddy of all event planning conventions. All other booking and the hotel rooms and tourist dollars that follow are way up.

You may not like the light show design, fine. Do not visit. Same (or MUCH worse) is Time Square and Las Vegas.

Life is about choices. If you want the suburbs, move there.


User_32

Dixon on August 30, 2010, at 05:22PM – #40

"You may not like the light show design, fine. Do not visit. Same (or MUCH worse) is Time Square and Las Vegas."

Russell Brown's love-it-or-leave-it argument is so tired. People said the same thing to war protesters during the Vietnam war. He really needs to take HIS opinionated, superior attitude to the suburbs or maybe back to the Hollywood Hills, where he came from. Who needs his attitude?


User_32

() on August 30, 2010, at 05:53PM – #41

At least Russ uses his own name. By posting under an ever-changing handle you get to act irresponsibly and take potshots at others without anyone actually knowing who you are. Not exactly the behavior of a reasonable member of a community. Who needs your attitude?


User_32

Russell Brown on August 30, 2010, at 08:05PM – #42

OK, if I am incorrect, what part is wrong?

The tired attitude to me seems to be anonymous posters who think they are the experts on all the facts and community input almost 10 years after a document has passed. Then they must make it personal from ever changing hidden names.

My statement was if you don't like the design, don't visit. It is already built.

How about something more constructive like showing up at meetings DURING the process and getting engaged. Spring Street Park, Civic Center Park, Regional Connector, Park 101, LA River, Art Walk. All had many opportunities (and more to come) for involvement.

For this to be a group that has chosen to live and be interested in downtown, it seems a few have nothing better to do than friendly fire non-stop from some perch on non-involvement. Join in and help.

But I guess some want to make this only about personalities instead of showing up and working together. That is the tiresome part.


User_32

() on August 30, 2010, at 08:56PM – #43

Mr/Ms Tingles continues his attacks on Twitter at twitter.com/dtlalifer. So sad. Must have attended "Howie University."


Guest 7

Guest on August 30, 2010, at 09:26PM – #44

The management was told that the Councilperson "liked the plan just the way it was..." meaning no changes would be tolerated by the reviewing agencies.

You have every reason to be unhappy about that councilperson. Unhappy about his not demanding that AEG do everything possible to buy up all the mangy properties that still encircle their current real estate holdings in downtown, clearing them out and, in effect, wiping the slate clean.

As far as I'm concerned, what I'm suggesting goes without saying. But has AEG (or any other major investor) really hustled to purchase all the remaining dreck that still exists throughout the southwestern section of downtown? If so, and if they decide to convert such land to parking lots for the foreseeable future -- because it looks like the current recession is going to hang around for a long time -- do they have enough class to at least make them half-way presentable?

They can make them resemble the large parking lots that encircle the typical suburban mall. In other words, at least install enough trees and other plantings around and throughout them so they don't look like asphalt deserts.

Is this asking or hoping for too much?!


User_32

Dixon on August 30, 2010, at 09:35PM – #45

"OK, if I am incorrect, what part is wrong?"

The wrong part, Russell, is telling people to move to the suburbs if they don't like something you cheerlead for. If you can't figure out why that's wrong, then there's little hope for you.


User_32

Dixon on August 30, 2010, at 09:38PM – #46

Bert, you're acting like a fool......again. Didn't you recently post that a little snobbery is a good thing?



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