The draft of the Sunset Boulevard Off-Site Signage Policy suggests adding 20 electronic billboards (17 new signs and three traditional billboards converted to electronic) as a means of generating income for the city of West Hollywood, CA. According to the 88-page document, the goals are utilizing the Sunset Boulevard Billboard District as a “catalyst to energize the Sunset Strip, and supporting economic development and integration of the arts with cutting-edge signage design.” Electronic billboards would be required to allocate 25% of their messaging to the arts.
The city would benefit twice. Taxes from the additional commerce are obvious. But “economic development” also means direct revenue. The draft states: “All temporary creative, new, modified, traditional and digital billboards shall be required to join the Sunset Strip Billboard District and pay annual operating fees [emphasis added].” Reportedly, the final draft may allow more signs.
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