Sunset Boulevard remains as active and noisy as ever, but not because of the sound.

A project to replace two billboards at 8590 Sunset Blvd. and one at 8570 Sunset Blvd. with a new dual-faced billboard at 8590 Sunset was approved by the West Hollywood City Council at its meeting Monday. The billboards — which were given the title “Sky Frames” — will feature traditional billboards inspired by scaled-up picture frames with advertisements printed on vinyl and attached with external illumination.

This project has been reimagined several times since it was first proposed and rejected in 2021, with the developers clearly addressing concerns in their newest designs. Simplicity is the hallmark of this approved iteration of the project, with city staff arguing that this quality will help the billboards stand out amongst all the visual noise in the area.

West Hollywood has had an intensive process for reviewing and analyzing advertising on the Sunset Strip since 2019. Known as the Sunset Boulevard Off-Site Signage Policy, the policy takes applications through a specialized subcommittee which uses an over 30-page document to determine the viability of advertising projects on Sunset.

A variety of conditions are considered by this subcommittee including shade impacts, changes to sight lines, and the historic nature of buildings among a plethora of other requirements. One of the conditions placed as part of the agreement for this project is the use of renewable energy sources to power the lighting of the digital billboards.

These decisions are also influenced by Vision 2020 — West Hollywood’s strategic plan that has been in place since 2003 which guides the projects, programs, and services in the city. This project achieves several goals laid out in Vision 2020, one of which is to provide fiscal viability to the city.

As part of the agreement to allow these signs to be built, the property owners must pay the city 20 percent of the projected gross revenues for the signs over a 30-year period. This is estimated to bring the city about $13.6 million over that period.

The signs will have a face area of 1,200 square feet and are 105 feet above grade, just three feet taller than the billboard being removed at 8570 Sunset. While the signs are taller and larger than normally allowed, they can be approved as an “alternative project,” which requires the developer to make an “extraordinary benefit payment” on top of the other financial commitments. In this case, the payment is $180,000.

On top of the signage revamp, the project also includes several improvements to the interior courtyard area of the building. These improvements are headlined by three fixtures modeled after picture frames that each bring a different aesthetic and benefit to pedestrians.

The first is an archway for aesthetic purposes that pedestrians can walk through. The second is a black picture frame propped up with ground supports so that the bottom of the frame may be used as a seat for passersby. A third is a full glass frame-shaped display filled with metal ornaments that reflect light in different ways serving as a visual piece for pedestrians to enjoy.

“These were all developed during the review process with the advisory committee,” Property Development Manager Brian League said, “and they do key into the billboards.”

However, there was some skepticism from one city council member on the benefits of the project. Councilmember Lauren Meister was the only councilmember against the project, saying the building shouldn’t get a new billboard because the ground floor is almost entirely lifeless.

“I don’t know that we should be giving a billboard when we don’t get anything in terms of pedestrian activity in an area where we should be getting it,” Meister said.

While there may be a lack of apparent presence on the ground floor of the building, project representatives and city staff explained to Meister that while there were some businesses in the building that failed, the ground floor of the 100,000 square foot building was mostly leased and legally occupied.

Another concern was the impact that the fact that the anchor tenant — Equinox — occupies a significant amount of the building. While considered an unlikely possibility, the impact that Equinox leaving to the building occupancy and pedestrian traffic would be significant.

Less than half a mile away is a similar project that would replace old static billboards with illuminated electric billboards. The visual noise and distraction that this would potentially cause drivers on Sunset Boulevard was a concern brought up during a May meeting.

However, these concerns did not create significant conversation, and a vote to approve the permit passed 4-1 with Meister as the only dissenting vote.

Image of framed billboard taken from a city staff report.