Sunset Boulevard Off-Site Signage Policy Adopted March 18, 2019 | Amended October 7, 2019 TABLE of CONTENTS

City of West Hollywood California 1984

Part 2 Section 8 of The Sunset Specific Plan CITY OF WEST HOLLYWOOD Sunset Boulevard Off-Site Signage Policy Adopted March 18, 2019 | Amended October 7, 2019 TABLE OF CONTENTS

SECTION PAGE

1 Background/Vision 5 2 Design Principles 9 3 Administrative Procedures 13 4 Sign Types and Standards 19 5 Lighting and Operational Standards 25 6 Architectural Lighting 29 7 Temporary Creative Billboards or Tall Walls 31 8 Temporary Advertising Installations 35 9 Definitions 36 APPENDIX 2019 Off-Site Sign Inventory 38

This document replaces Part Two: Section 1, Subsection 8 of the 1996 Strike-Through Draft Sunset Boulevard Specific Plan, Billboards and Art Advertising.

All other signage not addressed in this section is regulated by the West Hollywood Municipal Code.

Sunset Boulevard Off-Site Signage Policy City of West Hollywood 3 March 2019 1 BACKGROUND / VISION 1 BACKGROUND / VISION 1 BACKGROUND / VISION The Sunset Strip is globally recognized for its vibrant combination of signs, entertainment, and nightlife. The Strip has the densest concentration of off-site signage (billboards and tall wall signs) on the West Coast. A unique destination, vibrant during both day and night, the Strip is a major economic engine for West Hollywood, with a long tradition of innovative and memorable signage. This policy update realizes the City’s long-standing vision to enhance the unique traditions of Sunset Boulevard to integrate off-site signs, entertainment, and public art into the existing iconic and historic setting, resulting in a one-of-a-kind built environment that celebrates the City’s creative identity. The creative legacy of billboards on the Sunset Strip provides cultural value to both the City and the greater region.

Off-site advertising signs are integral to the character This chapter builds on the original principles of the Sunset of the Sunset Strip and interface with the larger West Specific Plan, providing a vision and framework for Hollywood community. Determining the appropriate design excellence, new opportunities for signage, public number, placement and quality of the signs is an important art, economic development and preservation of cultural factor to ensure that these signs are good neighbors. resources. This chapter sets forth goals, policies, and procedures The following statements express the City’s multi-faceted for off-site signage on Sunset that encourages creativity, vision for the role of off-site advertising signage on the allows for updated technology, and describes appropriate Sunset Strip: operations requirements. • The 21st century Sunset Strip will continue to be iconic, The off-site advertising industry on the Sunset Strip is attractive, and welcoming to visitors. a key driver of the West Hollywood economy. The City’s vision addresses the needs and goals of the Strip, as well • Off-site advertising signage enhances the historic as those of the billboard operators and property owners.

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synergy of entertainment, advertising, arts, RECOMMENDED DIGITAL BILLBOARD DISTRIBUTION and music with cutting-edge technology. Digital off-site adverting signs are intended to be distributed along the Sunset Strip to • Excellent design thoughtfully integrates complement the linear experience of the street. The suggested distribution is allotted to the billboards and architecture to provide an individual regions and zones as shown in the Digital Billboard Distribution map below in order urban experience like no other. to support the specific character of each Zone. While the guidance of distribution is suggested • Modifications to existing signage and new at these zones, it does not suggest that signs be distributed evenly within each. signage benefit from improved quality and Roxbury Rd. high design standards that protect and N. Sweetzer Ave. enhance value. REGION N. Harper Ave. • Public art programming integrates with EAST N. Kings Rd.

signage to bring new visitors to the Strip. N. Sweetzer Ave. Queens Rd. • Billboards are good neighbors, contributing ZONE 7 positively to the excitement of the Strip 3 new digital Olive Dr. without negative impacts to nearby Miller Dr. faces CENTRAL REGION Londonderry Pl. residential neighborhoods. N. La Cienega Blvd.

This policy implements the vision components Sunset Plaza Dr. Sherbourne Dr. ZONE 6 that: 2 new digital

WEST REGION Alta Loma Rd. faces Horn Ave.

N. Wetherly Dr. N. Doheny Dr. Larrabee St. Hilldale Ave. N. Clark St.

• Identify preferred sign types and locations, Cory Ave. ZONE 5 2 new digital • Recommend distribution and number of off- faces Doheny Rd. Holloway Dr.

site advertising signs, Palm Ave. N. San Vicente Blvd. Hilldale Ave. Carol Dr. Larrabee St. N. Doheny Dr. Cory Ave. Hammond St. • Allow enhancements to existing signs, ZONE 4 Phyllis St. 0 new digital faces • Permit digital technology with appropriate ZONE 1 ZONE 2 ZONE 3 operations features, and 3 new digital 3 new digital 4 new digital faces faces faces • Support a unique cultural setting that synthesizes off-site signage and public art. Figure 1

Sunset Boulevard Off-Site Signage Policy Sunset Boulevard Off-Site Signage Policy City of West Hollywood City of West Hollywood March 2019 6 7 March 2019 2 DESIGN PRINCIPLES 2 DESIGN PRINCIPLES The design principles build on the existing creative energy of the Sunset Strip to provide for new and modified off-site signage that synthesizes advertising, urban design, architecture, public art, entertainment, and 21st century technology. Off-site advertising projects that meet or exceed the following principles are encouraged, and each will be reviewed for design features that demonstrate the intent of the following principles.

2.1 DESIGN QUALITY b. Signage that complements existing signage where applicable, showing a seamless approach to all A. DESIGN EXCELLENCE signage on site. c. Off-site advertising signage must not hide or 1. Off-site advertising signage that focuses on innovative obscure the underlying uses, entrances, or open media formatting thoughtfully integrated with excellent spaces of the building. building design. d. Usage of high-quality and durable materials. 2. Signage projects that create a timeless design that contributes to the iconic nature of Sunset Boulevard. B. INNOVATIVE DESIGN 3. Off-site advertising signage that is part of a cohesive design approach, bringing together signage with 1. Integrates with other building features such as building architecture and high-quality pedestrian architectural lighting elements, green walls, or other spaces or enhancements with the following design innovative design features. elements: 2. Utilizes innovative billboard formats including vertical a. Complementary and integrated design, style, and orientation, curved or multi-planar surfaces, and/or materials of signage and architecture. non-standard proportions.

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3. Creatively uses the latest in technology to 2.2 ADAPTABLE & signage that attracts new viewers and ensure digital image quality SUSTAINABLE STRATEGIES resonates with the City’s creative identity. 4. Uses innovative architectural features and 2. Represents the potential for an iconic sign, materials. A. ADAPTABILITY based on the combination of design and location that is responsive to the creative 1. Creates signs with lasting economic value identity of West Hollywood and the Sunset C. CONTEXT & COMPATIBILITY through use of quality materials. DESIGN Strip. 2. Envisions future technology and provides 3. Is part of a project that maximizes land use 1. Enhances adjacent public spaces and the opportunity for upgrades. development potential, especially at the overall experience of pedestrians. 3. Designed to evolve with future cultural and high-value locations on Sunset Boulevard. 2. Is compatible with surrounding buildings and lifestyle trends. 4. Results in signage that is secondary to natural features. the land uses on the lot, unless certain B. SUSTAINABLE PRACTICE 3. Responds to topography and curves of the limitations preclude other uses. THIS PAGE INTENTIONALLY LEFT BLANK street. 1. Uses 100% clean energy and/or generates 4. Provides innovative opportunities for energy on-site. B. COMMUNITY BENEFITS integrated public art. 2. Incorporates innovative sustainability 1. Provides public benefits, uses, or other 5. Builds on and respects the historical and features. features that address identified City cultural identity and energy of the Strip. priorities and community needs as part of 3. Addresses and furthers the City’s intent for a development agreements and that meet the sustainable development. 6. Acts as a good neighbor to surrounding vision and intent of the policy. area by limiting light spill-over and visual 4. Uses durable, natural, and other sustainable intrusion. 2. Incentivizes the preservation of significant materials. Cultural Resources through off-site signage 7. Avoids and reduces the appearance of visual revenue. clutter. 2.3 LASTING VALUE 3. Complements and protects the character- 8. Does not contribute to an over-concentration defining features of cultural resources. of digital signs compared to the distribution A. ECONOMIC DEVELOPMENT allocation in the Digital Billboard Distribution 4. Furthers the City’s vision for enhancing map. 1. Increases value and visibility of off-site public art on the Sunset Strip.

Sunset Boulevard Off-Site Signage Policy Sunset Boulevard Off-Site Signage Policy City of West Hollywood City of West Hollywood March 2019 10 11 March 2019 3 ADMINISTRATIVE PROCEDURES ADMINISTRATIVE 3 PROCEDURES PERMIT TYPE The policy addresses four different QUALIFYING CRITERIA & TYPE (Zoning Code Section)/ SECTION Application Process types of off-site advertising projects, Billboards (new and modified), Tall New Development + 75% Wall Signs, Temporary Creative Development Capacity Development Agreement New Signs/Sign Area, 4.C.1 (3.A.1) + Screening for Projects and Alternative Projects. (including additional area Design Excellence from Reallocation) Signiﬁcant Upgrade Project + This section describes the qualifying 75% Development Capacity (3.A.2) 4.C.2 criteria, and application process for

Reallocation of Existing Sign Area On-site BILLBOARDS 4.C.3.c each type. (equal or lesser area)

Addition of 4.C.5.e Second Face Modiﬁcation or Administrative Permit Relocation or Replacement 4.C.5.d Reorientation of Existing Proof of Obstruction Height Increase 4.C.5.b

Existing Billboard on Certiﬁcate of Appropriateness + Traditional to Digital Conversion Cultural Resource Development Agreement + 4.C.4 Screening for Design Excellence

Modiﬁcation 4.D.3 Development Agreement TALL WALL SIGNS Zone Clearance with Image Change 4.D.3.c 6-month term grant Billboards 7.1 TEMPORARY CREATIVE Tall Wall Signs 7.1 Administrative Permit PROJECTS Temporary Advertising Installations 8

ALTERNATIVE Development Agreement + 3.B PROJECTS Screening for Design Excellence

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A. PROJECT REQUIREMENTS based on the specific design principles in overall intent of the Design Principles of a. Designated local, state, and national E. PUBLIC & ARTS PROGRAMMING Section 2. Section 2 above; Cultural Resources. 1. Development Agreements. New billboard 1. Digital billboards shall contribute a minimum projects, modification of tall wall signs, and c. Qualifying submissions are granted a b. Represents an exceptional design that b. Public viewsheds identified for view of 17.5% of programing time for art or civic alternative projects are subject to the review concept award, valid for a period of 2 furthers the vision of both the Specific protection and enhancement in the announcements. and approval procedures and requirements years, and making the applicant eligible to Plan and of Part 2, Section 1, Subsection Sunset Specific Plan. 2. New and modified off-site signs (non-digital) of Chapter 19.66 of the Zoning Code. In apply for a development agreement. 8; and c. Existing outdoor advertising facilities on shall contribute a minimum of 96 hours per addition: d. The City may choose to limit the number c. Creates or includes an extraordinary adjacent parcels. year for art/public programing or provide a a. Each approved project is required to of concept awards/applications for digital benefit to the City. financial equivalent. 3. The following shall be included in the provide public art programming as billboards under review at one time. submission: 3. The West Hollywood Arts and Cultural outlined in Section 3.E. C. ALTERNATIVE SIGN AREA Affairs Commission Art On The Outside a. Photo simulation of proposed off- b. In addition to the Required Findings B. ALTERNATIVE PROJECTS MEASUREMENT (AOTO) Subcommittee shall be responsible site signage as seen from vantage of Zoning Code Section 19.66.030, the for the approval of all public arts 1. All Off-Site Sign projects are subject to 1. In lieu of the provisions of WHMC Section points located on Sunset Boulevard approval of the Development Agreement programming, in accordance with the the applicable design and development 19.34.040, the surface area of any sign may approximately 1250 feet to the east and shall also require a finding that the ACAC’s established guidelines for public arts requirements, guidelines and standards by calculated by measuring those portions west of the project. project includes public benefits, which listed in this Chapter. However, the City used for off-site advertising content on a programming. include: Physical site improvements b. Context plan view of proposed modified retains discretion to approve an alternative 1’ x 1’ grid. Area may be non-contiguous; 4. The City shall establish the scheduling and or monetary contribution intended billboard depicting a 1250 feet radius proposal if the project is shown to further however, portions located within 5 feet in operations of arts programing for digital Public Arts Programming at Boston Convention & Exhibition Center, for streetscape amenities or publicly area, which identifies the primary sight Boston, MA the vision, goals and polices stated by the any dimension shall constitute a contiguous billboards on an annual basis and may alter accessible open space that enhances the lines and their relationship to adjacent Sunset Specific Plan and is consistent with measurement. programming schedules depending on quality and comfort of the pedestrian parcels (including residential uses to the the intent of the urban design vision, design factors such as the number of participating experience. north and south of the Strip). and development requirements, guidelines, D. VIEWSHED ANALYSIS signs, cultural events, technological updates, 2. Screening For Design Excellence. and standards that would otherwise apply to c. 3D massing studies depicting proposed City priorities, or sign operator input. the project as demonstrated by making the 1. Modification to existing signs that change modified billboard. The studies a. Applications for new off-site signs 5. Programming time for digital billboards required findings below. height or relocation on site as described in should include massing of proposed shall be screened for design excellence shall include artwork displayed at the top Section 6.C.5 shall complete an analysis of development, if any, on applicant’s in accordance with a process and a. In addition to the Required Findings of each hour and once a month during a views as described below. parcel as well as existing buildings and procedures established by the City of Zoning Code Section 19.66.030, the five-hour event, with precise scheduling advertising signs within a 1250 feet Manager, or designee. approval of the Development Agreement 2. The Viewshed Analysis shall illustrate to be determined by the City’s AOTO radius. for an alternative project shall also the relationship between the proposed Subcommittee on an annual basis. b. Design excellence shall be evaluated require findings that the project:Meets the modifications to the billboard and:

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6. Each new sign shall include a revenue significance of the find and determine 2. Construction activities that involve sharing public benefit monetary contribution whether or not additional study is warranted. vegetation trimming or removal and occur that will include funding for City’s art Depending upon the significance of the find between February 1 and August 31 require programming, such as curator and artist under CEQA (14 CCR 15064.5(f); PRC Section that a qualified biologist must survey the fees, on the Strip. 21082), the archaeologist may simply record immediate area for the presence of an active the find and allow work to continue. If the bird nest. If an active bird nest is located F. GROUND DISTURBANCE discovery proves significant under CEQA, within the disturbance area, avoidance additional work, such as preparation of an measures shall be developed by the biologist Modifications to existing signage that requires archaeological treatment plan, additional to ensure compliance with the Migratory ground-disturbing activities must adhere to the testing, or data recovery may be warranted. Bird Treaty Act. following standards: Construction in the vicinity of the find(s) shall not resume until deemed appropriate by the 1. Projects proposing new ground disturbance H. NONCONFORMING SIGNS archeologist. (e.g., excavation of new post holes) should 1. Nonconforming off-site advertising signs be reviewed by an archaeologist who meets 3. If paleontological resources are encountered within the area of the Specific Plan shall the Secretary of the Interior’s Professional during excavation, all work within 100 feet THIS PAGE INTENTIONALLY LEFT BLANK be subject to the provisions of Zoning Code Qualification Standards prior to any ground- of the find must stop and the City of West Section 19.72.040. disturbance taking place. The archaeologist Hollywood Planning & Development Services shall provide an assessment of Department shall be immediately notified. 2. Existing large video screens shall not archaeological sensitivity and the potential A qualified paleontologist shall be retained change sign area or location but may to impact subsurface deposits, and may to evaluate the finds and recommend upgrade technology in compliance with provide recommendations for archaeological appropriate handling and recovery methods. this chapter’s Lighting and Operational and/or Native American monitoring, Construction in the vicinity of the find(s) shall Standards through an Administrative Permit additional study, or testing, if warranted. not resume until deemed appropriate by the process. qualified paleontologist. 2. In the event that archaeological resources (sites, features, or artifacts) are exposed during construction activities, all G. VEGETATION construction work occurring within 100 1. Existing vegetation on public property shall feet of the find shall immediately stop not be removed or trimmed in order to until a qualified archaeologist, meeting improve views for any sign. the Secretary of the Interior’s Professional Qualification Standards, can evaluate the

Sunset Boulevard Off-Site Signage Policy Sunset Boulevard Off-Site Signage Policy City of West Hollywood City of West Hollywood March 2019 16 17 March 2019 4 SIGN TYPES AND STANDARDS SIGN TYPES 4 AND STANDARDS This section describes standards, guidelines, and operations for the four different types of signs. General standards and guidelines apply to all sign types, and specific requirements and standards apply to each type of sign.

A. GENERAL STANDARDS architectural lighting shall allow for the transmission of 50% of visible daylight. 1. Location 3. Designs may integrate digital advertising displays with a. All off-site signs shall be located no less than 10’ the creative use of architectural lighting. above the adjacent sidewalk level unless designed to be part of a pedestrian enhancement. C. BILLBOARDS b. The height of each sign shall not exceed the maximum allowable height for each site. 1. New Development Projects. A new billboard may be approved as part of a new development project. c. Signs shall not obscure public sightlines to building entrances or publicly accessible open space and a. Development projects that include a billboard view terraces. application must be developed to at least 75% of the allowed permitted floor area (base density) on the d. Space between billboard face and building should be subject property allowed under the Sunset Specific minimized and shall not exceed six feet. Plan.

b. Development project applications deemed complete B. DESIGN AND OPERATION between June 1, 2012 and May 1, 2019 may be 1. Backlighting is encouraged for new and existing eligible for consideration to include an off-site traditional billboards through a sign permit process. signage component.

2. Windows that are partially obscured by signs and

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2. Significant Upgrade Projects. A new b. The building shall utilize at least 75% of 4,000 square feet. Designated Cultural Resources Sites. 5. Modification of Existing Signs. Existing billboard may be approved as part of a the permitted floor area (base density) on Designated cultural resources with existing non-digital signs, as identified in the 2019 ii. Digital billboards on a site with a significant upgrade or façade remodel the property. off-site advertising signs may modify or Inventory, may be modified subject to the designated cultural resource shall project on an existing building. improve their off-site advertising assets Administrative Permit requirements and c. Additional building façade height be limited to 1 sign face per site. to encourage preservation of historic procedures. a. A significant upgrade or façade remodel unsupported by occupied floor area, such iii. The sign area of digital billboards structures, including opportunities to shall constitute either: as, but not limited to, wall extensions, a. 28-Day Notification. Notwithstanding the allowed on any cultural resource convert existing billboards to digital framing elements, and other similar notice requirements of Section 19.44.050 I. A substantial change in the exterior site shall be the lesser of: technology subject to the following: features shall not be added for the of the WHMC, an Administrative Permit fenestration and overall appearance purposes of creating area for an off-site 1. The existing sign area of an a. All projects involving a designated for a modification of an existing off-site of at least 50% of the area of the sign. existing billboard as recorded cultural resource shall submit a sign shall be posted on-site for 28 days façade(s) facing Sunset Boulevard. in the 2019 Inventory of Outdoor Certificate of Appropriateness application and shall meet the posting size and 3. Sign Area II. An interior remodel improvement Advertising Signs on Sunset to be reviewed by the City of West location requirements of W.H.M.C. Section project with a valuation of at least 25% a. New Billboards. Blvd. (2019 Inventory); or Hollywood Historic Preservation 19.74.020.c. of the assessed value of the building Commission in accordance with WHMC I. The total combined sign area of 2. 1,000 square feet. b. Height. Existing billboards with sightlines according to the County Assessor’s Chapter 19.58. new billboards on any site shall not that are obstructed by City street trees or records if the property had been sold c. Reallocation of Sign Area for Existing exceed 1,500 square feet. b. All new or modified signs located on or existing buildings may apply for a one- within the past 24 months or a current Billboards. directly adjacent to a property containing time exception for additional height of appraisal from an MAI Designated II. The total sign area of new digital cultural resources shall conform with up to 14 feet above the allowable height Appraiser. I. The sign area of any existing sign(s) billboards on a site shall not exceed Secretary of the Interior’s Standards limit of the parcel if can be demonstrated or billboard(s) may be reallocated 1,000 square feet. for Rehabilitation to ensure projects that such a modification is necessary to III. Completion of Phase 1 Seismic or combined to existing off-site do not adversely impact the integrity improve visibility. Upgrade as described in Section b. Existing Billboards. signs subject to the requirements of 13.28.040 of the West Hollywood of the resource or its setting, obscure Section 4.C.5 below or reallocated c. Area. An existing billboard may add 33% Municipal Code prior to obtaining sign I. Cultural Resources. character-defining features of any or combined to new off-site signs of new sign area up to a maximum area permits. adjacent historical resources, and are i. The cumulative digital sign subject to the requirements of of 1,200 square feet per face. Approval of compatible with the scale, size, and area among all eligible cultural Section 3.A above. such increases shall be limited to once proportion of the historic resource. resource sites shall be limited to every 36 months. 4. Modification to Existing Billboards on

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d. Relocation on Site. An existing billboard III. The new billboard face shall be billboard face shall be mounted on not exceed 15 percent of the total sign backlighting technology, or the addition may change its location or orientation visible from Sunset Boulevard. the same support structure as the area as measured in compliance with of new sign area are not considered a with the submittal of a Viewshed Analysis. existing billboard. West Hollywood Municipal Code Section modification and are not permitted. IV. One-sided billboard faces that Additionally, the relocation shall be no 19.34.040(C). are part of an existing “v-shaped” c. The image displayed on tall wall signs closer than three feet from an adjoining billboard shall not be converted into a D. TALL WALL SIGN e. The wall occupied by the sign may have may change subject to a Zone Clearance property line. two-sided billboard. separate planes, provided that the sign is process. 1. Sign Area. The sign area for a single tall e. Addition of Second Face. A second perceived as a continuous image from at V. The addition of a second face shall wall sign shall be no less than 5,000 square I. The Zone Clearance shall have a billboard face to be added to an existing least one point on Sunset Boulevard. not create a “v-shaped” billboard. feet. term grant of 6 months, after which traditional billboard to cover the f. The primary wall (whichever wall the image must be removed. The supporting back structure is permitted VI. If the existing billboard height 2. Design Standards contains the most sign area) shall contain Director may approve a one-time in accordance with the provisions of this exceeds the height limitation of the a. Each sign shall be attached to the face of no other signs, except for street address, extension for an additional six-month section: zoning district of the parcel, the a building. building identification sign, or the logo of period. height of the existing billboard and I. The new billboard face shall be no the primary tenant. the new second face shall be reduced larger than the existing billboard b. The image area may include the use to comply with the height limitation. g. The use of the proposed wall for a tall face and no part of the new billboard of windows, provided that windows Notwithstanding, a second side may wall sign shall not substantially impair face shall exceed the dimensions of comprise no more than 15 percent of the be allowed above the height limit the aesthetic appeal of the building’s the existing face, and to the extent image area and provided further that any on a billboard mounted directly on architecture. feasible should match the dimensions material used to cover windows allows a rooftop if the existing billboard visibility through the windows from the of the existing sign. The new billboard 3. Modification of Tall Wall Signs. is kept in the exact location with face shall serve to effectively screen building’s interior. no change of angle and provided a. Existing tall wall signs may be modified the back supporting structure of the c. The sign shall be designed and oriented that both the existing face and the to reallocate existing sign area to existing billboard. to provide an unobstructed view of the proposed second face otherwise change the proportions, orientation, and minimum image area of the sign from II. The height of the second face shall meet all requirements of this section. location of the sign with the approval of a at least one pedestrian vantage point at not be greater than the height of the Development Agreement. VII. Maximum distance between billboard existing face. ground level on Sunset Boulevard. faces shall be six feet, and the new Example of a Tall Wall Sign on Sunset Boulevard b. Addition of building wall area, use of d. The area of the sign containing text shall West Hollywood, CA

Sunset Boulevard Off-Site Signage Policy Sunset Boulevard Off-Site Signage Policy City of West Hollywood City of West Hollywood March 2019 22 23 March 2019 5 LIGHTING AND OPERATIONAL STANDARDS LIGHTING AND 5 OPERATIONAL STANDARDS All new or modified off-site advertising signs, architectural lighting, and temporary displays shall comply with the following luminance and operational standards.

A. HOURS OF OPERATION B. ILLUMINANCE

All digital billboards shall meet the following limits for 1. Illuminance from signs or architectural lights shall time of day and ambient lighting conditions: not exceed 1.4 foot candles at any adjacent residential zoned property line. 1. Sign luminance shall change during each day on the following schedule: C. DIGITAL SIGN CONTROL & TRANSITIONS a. Daytime: From sunrise until 20 minutes prior to sunset, luminance shall not exceed 6,000 candelas 1. Sign luminance shall transition smoothly between the per meter squared. Any portions of signs that are hours of operation limits above over a time period of no less than 10’ above adjacent side shall not exceed less than 20 minutes. All transitions shall be completed 2,400 candelas. so that the maximum allowable luminance is achieved by the stated time listed above. b. Evening: From sunset until 20 minutes prior to sunrise luminance shall not exceed 300 candelas 2. When ambient sunlight illuminance during daytime is per meter squared. less than 100 foot candles for more than one (1) hour, the digital billboard should transition at a smooth rate c. After Hours: From 2:00 am until sunrise, no of change from the daytime luminance level permitted animated content or moving patterns shall be above to the evening luminance level permitted at a permitted. suggested rate of no less than 20 minutes.

3. Each image displayed on a digital billboard shall not be refreshed more often than once every 8 seconds.

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4. Each image displayed on a digital billboard a. Rapidly changing images without F. AUDIO be aimed toward the sign face from the (i.e., each individual advertisement or dissolves for transitions between static measurement location. artwork) shall fade in from the previous images, and between static and animated On site sound shall be allowed only during c. All measurements shall include both image over no less than one (1) second, content; special events. luminance and illuminance for three and shall fade out over no less than one b. Sequences that result in visible conditions: (1) second to the image of the immediately brightness change over more than ten G. MONITORING succeeding content. I. The sign off percent (10%) of the total display area at 1. All digital billboard operators shall submit a greater rate than three (3) changes per a Lighting Monitoring Report to the Director II. The sign illuminated with an image D. VISUAL COMFORT & CONTRAST second; or upon installation, and at three-year intervals III. The sign illuminated using an all- CONTROL thereafter to confirm conformance with the c. Edits at a rate of more than three (3) edits white display. 1. Digital billboards shall not incorporate driver every one (1) seconds. lighting requirements above. The report interaction features. shall include: 2. Complaints about lighting will be investigated by the City, and if determined a. Digital billboard luminance measured 2. No signs shall use colors or images that E. RENEWABLE ENERGY USE necessary by the Director, the digital in nits (candelas per square meter). replicate or could be confused with traffic billboard operator shall provide an updated 1. All new billboard operations shall utilize the Measurements shall be conducted at the Example of a Digital Billboard in Downtown Los Angeles safety signage. Lighting Monitoring Report within 72 hours highest available clean energy tier from the property line of the digital billboard site, of the notice from the City. The City shall 3. No signs shall use scrolling text. City’s energy provider to the extent feasible. or in the nearest adjacent public right of reserve the right to conduct digital billboard way, perpendicular to the digital billboard 4. Signs shall not use stroboscopic of flashing 2. The incremental energy usage attributable lighting measurements. If the measured sign face. images which rapidly change direction, to digital signs, as defined in 4.c, should be luminance and or illuminance exceed oscillate, flash or reverse in contrast. fully offset to the extent feasible through b. Digital billboard sign illuminance the data presented in operator’s Lighting demonstrated improvement in the energy measured in foot candles. Measurements Monitoring Report, the findings of the City 5. Animated content and moving images shall performance for new buildings or major shall be conducted perpendicular to the report shall prevail. be designed specifically for the size and renovations of existing buildings. digital billboard sign face, at the property format of the digital billboard. line containing the digital billboard, and 6. Animated content shall not exhibit: at adjoining residential use property or properties. The illuminance meter shall

Sunset Boulevard Off-Site Signage Policy Sunset Boulevard Off-Site Signage Policy City of West Hollywood City of West Hollywood March 2019 26 27 March 2019 6 ARCHITECTURAL LIGHTING ARCHITECTURAL 6 LIGHTING Architectural lighting may be integrated into a building façade to enhance the architectural design of the building if the following requirements are met:

1. Integral large-scale architectural lighting, digital or otherwise, shall contain no commercial logos, images, or messages that may be interpreted as advertising.

2. Architectural lighting shall not be counted towards permitted signage area, either on or off-site, and shall not be considered a billboard.

3. Architectural lighting is subject to maximum allowable lighting levels of Section 5.

4. Architectural lighting shall be designed and operated to minimize impact on adjacent buildings.

Sunset Boulevard Off-Site Signage Policy Sunset Boulevard Off-Site Signage Policy City of West Hollywood City of West Hollywood March 2019 28 29 March 2019 7 TEMPORARY CREATIVE BILLBOARDS OR TALL WALLS TEMPORARY CREATIVE 7 BILLBOARDS OR TALL WALLS Temporary modification to existing billboards or tall wall signs may be permitted in compliance with this section. The following regulations are intended to encourage creatively designed short-term installations that make a positive visual contribution to Sunset Boulevard and to the overall image of the city.

1. Approval Authority. Temporary creative billboards and b. The temporary creative billboard or tall wall sign tall walls are subject to approval by the Director. shall be properly sited and well-integrated within the context of its surroundings. 2. Time Limit. The Director may approve the placement of a temporary creative billboard or tall wall for a c. Temporary creative billboard or tall wall shall be an maximum period of 12 months. One six-month time inventive and original representation of the product extension may be approved or denied by the Director or business being advertised. and the temporary creative billboard or tall wall shall d. The temporary creative billboard or tall wall sign be removed immediately upon expiration. Certain types shall exhibit one or more of the following elements: of physical extensions may be installed for a longer period, as allowed by state law. I. Three-dimensional props and extensions.

3. Standards: A temporary creative billboard or tall wall II. Extensions with cut-out shapes or voids. sign shall be designed and located in compliance with all of the following standards: III. Integrated thematic lighting such as neon, LED, images which change from day to night a. The temporary creative billboard or tall wall sign through lighting effects, projected light, video shall alter an existing sign without changing its projections, or other emerging technologies. location. Any enlargement of the sign shall be designed as an integral part of the image and IV. Moving or animated mechanical elements. contribute to the overall creativity of its design. V. Different day-time and night-time images.

Sunset Boulevard Off-Site Signage Policy Sunset Boulevard Off-Site Signage Policy City of West Hollywood City of West Hollywood March 2019 30 31 March 2019 7 TEMPORARY CREATIVE BILLBOARDS OR TALL WALLS

VI. Hand-painted graphics or graphics overall area of the existing billboard be designed to minimize the impact on crafted on-site. sign face, or the maximum area neighboring residential uses. allowed by state law for customary VII. Alternative textures and materials, h. No three-dimensional element or maintenance, whichever is greater. such as plants and vegetation. extension to a billboard shall extend II. No extension on any billboard shall or project beyond the property line of VIII. Live action. exceed 100 feet above the adjacent the subject site without approval of the IX. Innovative technologies such as sidewalk on Sunset Boulevard as Director and express written permission passive participatory attributes taken from the curb at the nearest of the adjacent affected property or three-dimensional anamorphic point to the sign support. owner(s). illusions over multiple surfaces. III. Extensions shall not project more i. Temporary creative billboards or tall wall X. Text covering the sign surface, when than 25 feet from any edge. signs using digital lighting components, such text is an artistic component of arrays and video animation are not IV. Extensions shall have a distinct the sign. permitted. shape and shall not be used to THIS PAGE INTENTIONALLY LEFT BLANK XI. Other features as approved by the uniformly expand the area of the j. Lighting of the creative tall wall signs Director. billboard. shall be designed to minimize glare onto other properties and uses. Creative tall V. Three-dimensional props fully e. The following elements do not qualify as wall signs that incorporate thematic integrated into the artistic theme of creative for the purposes of a temporary lighting or projections shall meet the the tall wall may be placed on the creative billboard or tall wall sign: use of Lighting & Operational standards above. color alone, and/or use of stretched vinyl rooftop of the building above the tall or similar material. wall sign in a location that is clearly visible from the same viewing angle f. Temporary creative billboards or tall wall as the primary plane of the tall wall, signs that incorporate three-dimensional subject to a limit of 25 feet above the elements and extensions shall also meet existing rooftop. the following criteria: g. Moving or changing visuals shall be timed I. The area of any prop or extension to not cause driver distraction or interfere shall not be more than 15 percent with the flow of traffic, or otherwise of the existing permitted area for adversely impact public health, safety, or tall wall signs or 25 percent of the welfare. Moving or changing visuals shall

Sunset Boulevard Off-Site Signage Policy Sunset Boulevard Off-Site Signage Policy City of West Hollywood City of West Hollywood March 2019 32 33 March 2019 TEMPORARY ADVERTISING 8 INSTALLATIONS Three-dimensional advertising installations, scenarios, vignettes, or associated ground level displays on outdoor private property shall be permitted per the following criteria

1. Installations shall be subject to the Special Event Permits section of the WHMC. Approval is subject to review of all pertinent City departments as determined by the Director.

2. Notwithstanding any requirements in the WHMC, the following shall supersede the requirements related to Special Event Permits:

a. The installation is allowed to occupy private and/or public outdoor space.

b. The installation shall last for no longer than 30 days.

c. The installation shall be located within an open space area of no less than 800 square feet, provided the appropriate City review is conducted the 800 square feet may include the public right of way.

d. Installations shall be permitted no more than three times per year, per site.

Sunset Boulevard Off-Site Signage Policy Sunset Boulevard Off-Site Signage Policy City of West Hollywood City of West Hollywood March 2019 34 35 March 2019 9 DEFINITIONS 9 DEFINITIONS

2019 Off-Site Sign Inventory Billboard Digital Billboard Luminance Sign Face The 2019 document that records all existing A large panel or display designed to carry A billboard utilizing digital sign technology on Calculation (candelas) of amount of light The portion of an off-site sign designed to off-site signage as of the effective date of outdoor off-site advertising content. an off-site advertising sign face to broadcast emitted from a light source. display advertising content. A single billboard this amendment. Incorporated herein as a message containing static or animated may have multiple faces. Attachment A. Content. For the definitions of a digital sign Commercial Content Luminance Transition please refer to West Hollywood Municipal Text, images, graphics, or objects in an off- The process of smoothly adjusting intensity Standard Billboard Format Code, Section 19.90.020. Alternative Sign Area site advertising display intended to promote of luminance between designated levels. A Billboard face with a horizontally oriented Any sign area intended for display of off- a use, facility, service or product. rectangle of 14 x 48 feet, 20 x 60 feet or site advising content as measured by a Director dimensions of the same proportions. Moving Patterns continuous 1’ x 1’ grid. The Director of Planning and Development Cultural Resources Motion oriented Lighting effects that do not Services or successor department, or Please refer to West Hollywood Municipal convey Commercial Content. Temporary Advertising Installations designee. Architectural Lighting Code, Chapter 19.90. A temporary advertisement or promotional Lighting features using any technology that campaign that involves a series of related New Billboard/Sign may be integrated into a building façade that Existing Billboard/Sign/Tall Wall Sign three-dimensional objects or structures. Development Agreement Billboards constructed or erected after the enhances the architectural design of the Any billboard (as defined in the West Please refer to West Hollywood Municipal effective date of this amendment. building. Hollywood Municipal Code), sign, or tall Code, Chapter 19.90. Traditional Billboard wall sign included in the 2019 Inventory A billboard utilizing print technology to of Outdoor Advertising Signs on Sunset Off-Site Sign Animated Content convey the advertising message and Development Project Boulevard. Please refer to West Hollywood Municipal Illuminated content on a sign that moves requiring physical installation, removal and A stand-alone building that may or may not Code, Chapter 19.90. or otherwise changes via the use of motion maintenance of the messaging surface (such be part of a multi-phase development. picture or video technology, digital or as, but not limited to stretched vinyl) on a otherwise. recurring basis.

Sunset Boulevard Off-Site Signage Policy Sunset Boulevard Off-Site Signage Policy City of West Hollywood City of West Hollywood March 2019 36 37 March 2019 APPENDIX: 2019 OFF-SITE SIGN INVENTORY

OFF-SITE SIGNS: CURRENT CONDITIONS

Roxbury Rd. Havenhurst Dr. N. Sweetzer Ave. N. Harper Ave. N. Sweetzer Ave. N. Kings Rd.

Queens Rd.

ZONE 7

APPENDIX: Miller Dr. Olive Dr. Londonderry Pl. N. La Cienega Blvd. Alta Loma Rd. Sunset Plaza Dr. ZONE 6

2019 OFF-SITE SIGN INVENTORY Sherbourne Dr. Horn Ave. LEGEND N. Doheny Dr. N. Wetherly Dr. Larrabee St. Hilldale Ave. N. Clark St. REFERENCE MAP Cory Ave. Billboard

Doheny Rd. Holloway Dr. ZONE 5 Tall Wall Palm Ave. Hilldale Ave. N. San Vicente Blvd. N. Doheny Dr. Carol Dr. Cory Ave. Larrabee St.

Hammond St. Sub-Standard Billboard ZONE 4 Phyllis St.

ZONE 1 ZONE 2 ZONE 3

0' 200' 400' 800' 1,200'

Sunset Boulevard Off-Site Signage Policy Sunset Boulevard Off-Site Signage Policy City of West Hollywood City of West Hollywood March 2019 38 39 March 2019 Roxbury Rd. Roxbury Rd. Havenhurst Dr. Havenhurst Dr. N. Sweetzer Ave. N. Sweetzer Ave. N. Harper Ave. N. Harper Ave. N. Sweetzer Ave. N. Sweetzer Ave. N. Kings Rd. N. Kings Rd.

Queens Rd. Queens Rd.

ZONE 7 ZONE 7 Olive Dr. Miller Dr. Miller Dr. Olive Dr.

Londonderry Pl. Londonderry Pl. N. La Cienega Blvd. N. La Cienega Blvd.

APPENDIX: 2019 OFF-SITE SIGN INVENTORY APPENDIX: 2019 OFF-SITE SIGN INVENTORY Alta Loma Rd. Alta Loma Rd. BILLBOARDS: Zone 1 BILLBOARDS: Zone 2 Sunset Plaza Dr. Sunset Plaza Dr. ZONE 6 ZONE 6 Sherbourne Dr. Sherbourne Dr. Horn Ave. Horn Ave. 8901 Sunset 9101 Sunset 9039 Sunset KEY PLAN KEY PLAN 15 05 06E 9015 Sunset N. Doheny Dr.

N. Doheny Dr. N. Wetherly Dr. N. Wetherly Dr. Larrabee St. Larrabee St. Hilldale Ave.

Hilldale Ave. 10 N. Clark St. N. Clark St. Cory Ave. Cory Ave. 9034 Sunset 8906 Sunset 9145 Sunset 08 16E 04E

Doheny Rd. Doheny Rd. Holloway Dr. Holloway Dr. ZONE 5 ZONE 5 Palm Ave. Palm Ave. Hilldale Ave. Hilldale Ave. N. San Vicente Blvd. N. San Vicente Blvd. N. Doheny Dr. N. Doheny Dr. Carol Dr. Cory Ave. Larrabee St. Carol Dr. Cory Ave. Larrabee St. 16W 03 8906 Sunset Hammond St. Hammond St. 9157 Sunset 14 8901 Sunset 04W 9145 Sunset ZONE 4 ZONE 4 Phyllis St. Phyllis St. 06W 07 09 9039 Sunset 9034 Sunset 9015 Sunset

Sunset Boulevard Off-Site Signage Policy Sunset Boulevard Off-Site Signage Policy City of West Hollywood City of West Hollywood March 2019 ZONE 1 ZONE 1ZONE40 2 41 ZONE 2 ZONE 3 ZONE March3 2019

0' 200' 400' 0' 800' 200' 400' 1,200' 800' 1,200' Roxbury Rd. Havenhurst Dr. N. Sweetzer Ave.

Roxbury Rd. N. Harper Ave. N. Sweetzer Ave. Havenhurst Dr. N. Kings Rd. N. Sweetzer Ave.

Queens Rd. N. Harper Ave.

ZONE 7 N. Sweetzer Ave. N. Kings Rd.

Miller Dr. Olive Dr.

Queens Rd.

Londonderry Pl. N. La Cienega Blvd. ZONE 7 APPENDIX: 2019 OFF-SITE SIGN INVENTORY APPENDIX: 2019 OFF-SITE SIGN INVENTORY

BILLBOARDS: Zone 3 BILLBOARDS: Zone 4 Alta Loma Rd. Sunset Plaza Dr. Miller Dr. Olive Dr. 8755 Sunset ZONE 6 27E Sherbourne Dr.

Londonderry Pl. 8818 Sunset 8789 Sunset N. La Cienega Blvd. 8776-88 Sunset 23 24E 26E 8789 Sunset 8585 Sunset 25 34E

8600 Sunset

KEY PLAN Horn Ave. KEY PLAN 33 8878 Sunset 8850 Sunset 19 20 N. Doheny Dr. N. Wetherly Dr. Larrabee St. Hilldale Ave. Alta Loma Rd. N. Clark St.

Cory Ave. Sunset Plaza Dr. 8720 Sunset 31 ZONE 6

Sherbourne Dr. 8721 Sunset 30E

Doheny Rd. Holloway Dr. ZONE 5 Horn Ave. Palm Ave. Hilldale Ave. N. San Vicente Blvd. N. Doheny Dr. Carol Dr. Cory Ave. Larrabee St. N. Doheny Dr. N. Wetherly Dr. 27W Larrabee St. Hilldale Ave. N. Clark St.

Hammond St. 8755 Sunset

Cory Ave. 22 24W 28 8818 Sunset 8789 Sunset 26W 8741 Sunset 8776-88 Sunset

34W ZONE 4 8585 Sunset Phyllis St. 30W 17 8721 Sunset 32 8878 Sunset 18 8600 Sunset Doheny Rd. 8878 Sunset Holloway Dr. ZONE 5 Sunset Boulevard Off-Site Signage Policy Sunset Boulevard Off-Site Signage Policy

City of West Hollywood Palm Ave. City of West Hollywood

March 2019 Hilldale Ave. 42 43 March 2019 N. San Vicente Blvd. N. Doheny Dr. Carol Dr. ZONE 1 ZONECory Ave. 2 ZONE 3 Larrabee St. Hammond St. ZONE 4 Phyllis St.

0' 200' 400' 800' 1,200' ZONE 1 ZONE 2 ZONE 3 Roxbury Rd. Havenhurst Dr. N. Sweetzer Ave.

Roxbury Rd. N. Harper Ave. Havenhurst Dr.

APPENDIX: 2019 OFF-SITE SIGN INVENTORY N. Sweetzer Ave. APPENDIX: 2019 OFF-SITE SIGN INVENTORY N. Sweetzer Ave.

BILLBOARDS: Zone 5 N. Kings Rd. BILLBOARDS: Zone 6

8300 Sunset 54E 8455 Sunset 8335 Sunset Queens Rd. 44 8349 Sunset 55E

53E N. Harper Ave. 8462 Sunset 8351 Sunset 8459 Sunset 8500 Sunset 8400 Sunset 52 67 N. Sweetzer Ave. 42E 75-E 8493 Sunset 50E 8500 Sunset 40 KEY PLAN KEY PLAN 8373 Sunset 74-E 8501 Sunset

N. Kings Rd. 51E 39 ZONE 7

8535 Sunset 8420 Sunset 38 47E Queens Rd.

Miller Dr. Olive Dr. 68 8307 Sunset

Londonderry Pl. N. La Cienega Blvd. 42W 43 55W 8459 Sunset 8455 Sunset 53W 8335 Sunset 8349 Sunset ZONE 7 41 66 8477 Sunset 8462 Sunset 51W 54W 8373 Sunset 8300 Sunset

Miller Dr. Olive Dr. 47W Alta Loma Rd. 8420 Sunset 50W Sunset Plaza Dr. 8400 Sunset 74-W 75-W 46 8500 Sunset 8500 Sunset ZONE 6 Londonderry Pl.

N. La Cienega Blvd. 8420 Sunset 37 Sherbourne Dr. 8535 Sunset

Sunset Boulevard Off-Site Signage Policy Sunset Boulevard Off-Site Signage Policy City of West Hollywood City of West Hollywood March 2019 44 45 March 2019 Horn Ave. Alta Loma Rd. Sunset Plaza Dr. N. Doheny Dr. N. Wetherly Dr. Larrabee St. Hilldale Ave.

N. Clark St. ZONE 6 Cory Ave. Sherbourne Dr.

Doheny Rd. Holloway Dr. Horn Ave. ZONE 5

Palm Ave. LEGEND N. Doheny Dr. N. Wetherly Dr. Larrabee St. Hilldale Ave. Hilldale Ave. N. Clark St. N. San Vicente Blvd. N. Doheny Dr. Carol Dr. Cory Ave. Cory Ave. Larrabee St.

Hammond St. Billboard ZONE 4 Phyllis St. Doheny Rd. Holloway Dr. ZONE 5 Tall Wall Palm Ave. Hilldale Ave. N. San Vicente Blvd. N. Doheny Dr. Carol Dr. Cory Ave. Larrabee St.

ZONE 1 ZONE 2 ZONE 3 Hammond St. Sub-Standard Billboard ZONE 4 Phyllis St.

0' 200' 400' 800' 1,200' ZONE 1 ZONE 2 ZONE 3

0' 200' 400' 800' 1,200' APPENDIX: 2019 OFF-SITE SIGN INVENTORY APPENDIX: 2019 OFF-SITE SIGN INVENTORY

BILLBOARDS: Zone 7

TALL WALL LOCATIONS 65

8225 Sunset 64

8253 Sunset

Roxbury60 Rd. Roxbury Rd.

8264 Sunset Havenhurst Dr.

KEY PLAN 8401 N. Sweetzer Ave. 58E 49 Sunset 8264 Sunset N. Harper Ave. 8490 8490 N. Sweetzer Ave.

59 63 Sunset 71 73 Sunset N. Kings Rd. Havenhurst Dr. 8500 8225 Sunset Sunset 69 Queens Rd.

8560 Sunset 36 ZONE 7 8286.5 Sunset N. Sweetzer Ave.

57 Miller Dr. Olive Dr.

Londond N. La Cienega Blvd. erry Pl. 8401 9201 72 48 Sunset Sunset 8490 62 9229 Alta Loma Rd. 9000 Sunset Plaza Dr. Sunset Sunset 02 8228 Sunset Sunset ZONE 6 01 Sherbourne Dr. 70 12 8490 45 Sunset 61 Horn Ave. N. Doheny Dr. N. Wetherly Dr. Larrabee St. Hilldale Ave. N. Clark St. 8240 Sunset Cory Ave. N. Harper Ave.

Doheny Rd. Holloway Dr. ZONE 5 Palm Ave. Hilldale Ave. N. Sweetzer Ave. N. San Vicente Blvd. N. Doheny Dr. Carol Dr. Cory Ave. Larrabee St. Hammond St. ZONE 4 Phyllis St. 56 9000 11 29 35 8285 Sunset Sunset 8730 8560 N. Kings Rd. ZONE 1 ZONE 2 ZONE 3 Sunset Sunset 58W 8264 Sunset

0' 200' 400' 800' 1,200'

Queens Rd.

Sunset Boulevard Off-Site Signage Policy Sunset Boulevard Off-Site Signage Policy City of West Hollywood City of West Hollywood March 2019 ZONE 7 46 47 March 2019

Miller Dr. Olive Dr.

Londonderry Pl. N. La Cienega Blvd. Alta Loma Rd. Sunset Plaza Dr. ZONE 6 Sherbourne Dr. Horn Ave. N. Doheny Dr. N. Wetherly Dr. Larrabee St. Hilldale Ave. N. Clark St. Cory Ave.

Doheny Rd. Holloway Dr. ZONE 5 Palm Ave. Hilldale Ave. N. San Vicente Blvd. N. Doheny Dr. Carol Dr. Cory Ave. Larrabee St. Hammond St. ZONE 4 Phyllis St.

ZONE 1 ZONE 2 ZONE 3

0' 200' 400' 800' 1,200' APPENDIX: 2019 OFF-SITE SIGN INVENTORY

SUB-STANDARD BILLBOARD LOCATIONS

Roxbury Rd. Havenhurst Dr. N. Sweetzer Ave. N. Harper Ave. N. Sweetzer Ave. N. Kings Rd.

Queens Rd.

ZONE 7

9009 8849 Miller Dr. Olive Dr. Sunset Sunset

Londonderry Pl. N. La Cienega Blvd. 13 21 Alta Loma Rd. Sunset Plaza Dr. ZONE 6 Sherbourne Dr. Horn Ave. N. Doheny Dr. N. Wetherly Dr. Larrabee St. Hilldale Ave. N. Clark St. Cory Ave.

Doheny Rd. Holloway Dr. ZONE 5 Palm Ave. Hilldale Ave. N. San Vicente Blvd. N. Doheny Dr. Carol Dr. Cory Ave. Larrabee St. Hammond St. ZONE 4 Phyllis St.

ZONE 1 ZONE 2 ZONE 3

0' 200' 400' 800' 1,200'

Sunset Boulevard Off-Site Signage Policy City of West Hollywood March 2019 48