One hundred years ago in 1923, the historic Hollywood Sign didn’t look the way it does today, following all the renovations that started to take place beginning in 1949. Its name was “Hollywoodland.” It was first used as a temporary advertisement for a local real estate development and to promote a new housing project in the hills above historic Hollywood. The sign was repaired in 1949, rebuilt in 1978, and repainted in 2005, 2012, and 2023. The sign is now repainted every ten years. The “old” Hollywood sign was worth $21,000 according to Los Angeles Times legendary publisher Harry Chandler.

The Sign is largely governed by The Hollywood Sign Trust, (The Trust) “A 501(c)3 nonprofit organization created and operated exclusively for religious, charitable, scientific, literary, or educational purposes and responsible for physically maintaining, repairing and securing the Hollywood Sign; providing capital improvements for the benefit of the public at large; and educating the world about the Sign’s historical and cultural importance,” according to its Website, hollywoodsign.org

The Trust site also states, “Hollywood, which by now represented not just a city, but also an industry, a lifestyle, and, increasingly, an aspiration, was officially crowned when the ‘Hollywoodland’ sign was erected in 1923. Built by Los Angeles Times publisher Harry Chandler as an epic $21,000 billboard for his upscale Hollywoodland real estate development, the Sign soon took on the role of giant marquee for a city that was constantly announcing its own gala premiere.”

“In 1887 it was the ‘time before the sign’ and Hollywood eventually became the world’s entertainment hub and industry, by the end of the 19th century, Hollywood was a town with a name inspired by Daieda Wilcox, she is the wife of the city founder Harvey Wilcox,” says The Trust, which does a remarkable job keeping the sign clean and up kept.

“Since its charter in 1992, the Hollywood Sign Trust has led a range of projects to preserve, protect and promote the Sign, including major refurbishments, the most recent in 2022, and the installation of a state-of-the-art security and surveillance system, which has been expanded and improved numerous times.”

The Trust is also determined to “Preserve and maintain the image of Hollywood as the Worldwide Center of Motion Pictures and Cinema Arts; and shall be operated exclusively for religious, charitable, scientific, literary, or educational purposes. The Trust is also the official source for news and information about the Hollywood Sign and maintains the Hollywood Sign website and its social media platforms.”

The Hollywood Sign is located in Los Angeles’ Fourth City Council District, represented by Nithya Raman. In response to increased tourism surrounding The Sign, Raman has proposed several changes surrounding tourist interest in visiting The Sign up close. In a press release dated June 29, 2023, Raman’s office states that, “Councilmember Raman has introduced critical legislation to address long-standing impacts of Hollywood Sign tourism on neighboring residents. With vacation travel rebounding dramatically after years of hiatus due to the Covid-19 pandemic, Councilmember Raman’s suite of motions addresses safety concerns and the increasing strain on Hollywood Hills infrastructure from visitors driving, ridesharing, or taking tour buses on narrow residential streets to get up close views of the Hollywood Sign.”

Raman has proposed five recommendations for tourism around the sign:

• Installing permanent fencing on Mulholland Highway
• Implementing public safety and traffic improvements at Canyon Lake Drive and Mulholland Highway
• Conducting a parking study on Canyon Lake Drive
• Conducting a tour bus study East of the 101
• Improving access to popular hiking destinations, which would be beneficial for those and tourists who want to view the sign outside of their cars

Have you noticed that the Hollywood sign is not illuminated at night?

According to the “Under the Hollywood Sign” website, “The sign overlooks a residential neighborhood whose access narrows from a two-lane road to a steep, winding single lane as one nears the Sign. If the Hollywood Sign became a nighttime beacon, traffic in the Canyon would quickly reach gridlock.” The best location to view the sign is at the Griffith Observatory. You can also drive close to the sign and access it that way by driving to Mulholland Drive.

The hollywoodsign.org website has a 24/7 webcam to view the sign up close.

Who governs the Hollywood sign?

In addition to The Trust, The Hollywood Chamber of Commerce owns certain trademark rights for usage of the Sign or its likeness for commercial purposes. The Chamber manages these rights and negotiates all fees. The Chamber makes sure that any type of vandalism to the sign gets addressed as quickly as possible.

In a January 2023 press release commemorating this year’s Centennial, The Trust states that they have “Plans to spearhead a Visitor Center that will offer fans a more enriching experience and the opportunity to learn about the fascinating history of the Hollywood Sign.”

The project kicks off the Trust’s year-long celebration of the Sign’s 100th anniversary and is in line with its mission to protect and preserve the iconic symbol of the entertainment industry as it educates the world about the sign’s historical and cultural importance for generations to come.

The Trust will raise funds to build the center, including strategic sponsorships, membership opportunities that benefit the community, and help from the entertainment industry. The Trust’s campaign will also include concept designs and location contests that give L.A. residents and visitors the opportunity to share their ideas for the Visitor Center.

“People from all over the world have been captivated by the recent transformation of the Hollywood Sign and now with fresh paint, and the upcoming 100-year-anniversary. We are thrilled to move ahead on plans to create a one-of-a-kind Visitor Center,” said Jeff Zarrinnam, Chair of the Hollywood Sign Trust. “Over the years, visitors and locals have expressed great interest in a close-up experience where they can learn more about the roots of the Hollywood Sign. Its legendary stories and the epic hopes and dreams the sign continues to inspire.”

Photo by Deandre Bush on Unsplash.com