The Fashion Institute of Design & Merchandising FIDM 213.624.1200 919 South Grand Avenue, , 90015 Los Angeles San Francisco Orange County San Diego

June 19, 2012

Honorable Ed Reyes, Chair Planning and Land Use Management Committee City Council, c/o City Clerk 200 North Spring Street, Room 395 Los Angeles, CA 90012

Re: Figueroa & Olympic Signage Supplemental Use District (SUD) PLUM Hearing Date: June 19,2012, Agenda Item #2 Case Nos. CF-09-0189, CPC-2007-0842-SN, and ENV-2007-0843-MND Site Address: 900 S. Figueroa Street

Dear Councilmember Reyes and Members of the PLUM Committee:

The Fashion Institute of Design & Merchandising (FIDM) is one of the property owners who have applied for the above-referenced SUD. FIDM is planning on developing a mixed-use building within the SUD composed of both a six-story podium that will serve as an expansion to its nearby campus and a 15-story residential tower to provide housing for its students. FIDM respectfully requests that the PLUM adopt proposed SUD version B to allow FIDM the small Digital Display Sign along Olympic with full motion animation in order to showcase the work of its students (i.e., sponsored fashion shows and student showcases) and other activities and events arising from FIDM’s relationship with the fashion, costume design and arts and entertainment industries in Los Angeles. Version B of the ordinance reflects the previous actions of the Planning Commission and PLUM to allow this sign with full animation.

FIDM is happy to be back in front of PLUM again, following PLUM’s unanimous approval of the ordinance (including the Digital Display Sign) on February 10, 2009. ..more than three years ago. Adoption of the SUD was delayed by unrelated litigation with respect to signage elsewhere in the City. Previously, however, this SUD (including the Digital Display Sign) also enjoyed the unanimous support of the Planning Commission at the December 11, 2008 Public Hearing, when Jane Usher was Chairwoman of the Commission.

In the intervening years, the City’s overall signage policies have changed. As a result, FIDM and the other property owners in the SUD have agreed to a number of significant limitations as compared to SUD as previously approved by this Committee, including a

www.fidm.edu significant reduction in the overall amount of permitted signage. However, the Digital Display sign is extremely important to FIDM’s intended use of and design for its school building. Recognizing the unique circumstances of the sign, and the many years this project has been pending, the Staff has requested that the Digital Display Sign approval be brought before this Committee once again, to reaffirm the previous determination, and to allow the Digital Display Sign to be grandfathered.

FIDM’s main campus is in , and was completed with the assistance of the CRA in the late 1980’s. This new project is intended to complement and enhance FIDM’s existing facilities, and eliminate the need for various amounts of leased space throughout downtown. The signage program for FIDM’s building has been integrated into the architecture of the building and is intended to bring the inside activities associated with FIDM’s position as a leading fashion school to the outside of the building and to serve as visual interest to downtown’s visitors and residents. By way of background, FIDM is an accredited, co­ educational, specialized, proprietary college with campuses in Los Angeles, San Francisco, San Diego and Orange County, California. FIDM offers a Bachelor of Science Degree program for Business Management at its Los Angeles campus, and Associate of Arts, Professional Designation and Advanced Study Degree programs in Fashion Design, Interior Design, Merchandise Marketing, Merchandise Product Development, Jewelry Design, Textile Design, Visual Communications, Graphic Design, Beauty Industry Merchandising & Marketing, Theatre Costume Design, International Manufacturing & Product Development, Film & TV Costume Design, Digital Media, Footwear Design, and Apparel Manufacturing Management at all of its campuses.

Throughout the year, FIDM hosts numerous events and exhibitions, including fashion shows, costume exhibits and fashion industry events. In addition to its presence as an internationally renowned fashion, design and merchandising institute, FIDM is closely affiliated with Grand Hope Park (directly adjacent to FIDM’s main campus on Grand Street) and supports the community-related events occurring there. Following is a sample of activities and events that have taken place, or are scheduled to take place, at FIDM and Grand Hope Park, as well as other events with which FIDM is affiliated:

FIDM Museum Exhibitions • The Art of Motion Picture Costume Design • Dressing a Galaxy: The Costumes of Star Wars • The Outstanding Art of Television Costume Design • Aesthetes, Bohemians & Craftsmen: Artistic Dress, 1880s-1920s • Textile & Chairing Styles Exhibitions • The Cameo Collection: A Tribute to 18th Century Women’s Attire • Events related to the Emmys, Bloomingdales, KeyArt and the National Association of Schools of Art and Design

Grand Hope Park Events • Mobile Unit: Recreational and cultural activities for children who live in Downtown Los Angeles • Concerts in the Park: World Beat Series • HOPE Fellowship Church “Easter Sunday” Service

2 • MOSAIC, L.A. “Fashion Show & Art Gallery” • The Downtown LA Family Halloween Carnival

FIDM-Related Events • DEBUT: Annual gala, held during Academy Award season at the Barker Hangar in Santa Monica, where FIDM’s top students showcase their runway collections • LA Fashion Week • FIDM hosts special events for fashion industry elite (many of whom are alumni), both on-campus and at venues around Los Angeles • FIDM students and alumni have been prominent participants in critically-acclaimed and successful shows such as Project Runway and The Hills

As these events highlight, FIDM is interconnected with the fashion, design and entertainment industries and is part of the fabric of the downtown community. FIDM intends to highlight its activities and the activities of its students and event sponsors and thus has a beneficial purpose in the use of animation of its 429 square foot Electronic Message Display.

FIDM’s Electronic Message Display will be a complement to the dynamic signage of L.A. Live and the Los Angeles Sports and Entertainment District and will further the overarching goal of downtown’s development to create a sense of place. The Draft Ordinance contains regulations governing the operation of the Digital Display, including hours of operation (Section 6.J.) and brightness, spillage and light disbursement (Section 6.J.).

Over the past seven years, staff has worked hard in preparing the draft Ordinance and we thank them and thank this Committee for its consideration of these comments. Of course, if you need any additional information, please do not hesitate to contact me at 213-624-1200.

cc: Amy R. Forbes, Gibson Dunn & Crutcher Craig Lawson, Craig Lawson & Co., LLC Tim Bolton, Hanover

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