Planning Commission Poised to Accept Sunset 'Tall Wall' Mod

Despite a report from Associate Planner Antonio Castillo recommending that they deny the application of Ace Outdor Advertising to modify the massive 'tall wall' billboard on 8730 Sunset Boulevard, the West Hollywood Planning commission seemed poised on Thursday evening to give the project the go-ahead.

After hearing arguments on both sides of the issue, the commissioners vote 3-1 in favor of directing staff to return with a motion to approve the outdoor advertiser's tall wall project.

Update: Planning Commissioner Marc Yeber cast the sole no vote. Commisioners John Altschul Sue Buckner recused themselves due to the proximity of their homes to the tall wall.

According to Ace Outdoor Advertising's application, the 'tall wall' would be extended to cover the rooftoop mechanical enclosure that contains the building's identifying sign. In doing so, Ace would also remove about 12,000 square feet from the bottom of the tall wall.

Castillo recommended against the application, saying that because the extended portion of the tall wall would be located about 30 inches away from the mechanical enclosure, the proposal violated a portion of city code requiring tall walls to adhere directly to structures. 

He added that, because the extension would obscure the building's identifying '8730 Sunset Towers' sign, it violated that portion of city code that calls for tall walls to not have a negative aesthetic impact.

Aaron Creen, who was representing Ace through Afriat Consulting Group, defended the aesthetic merits of his client's proposal.

"What we're asking is permission to move a small portion of the signage from the bottom of the tall wall to the mechanical box atop the tall wall," he said. "There is no substantial impairment of the architecture here, in fact there's an improvement. This is going to allow for a real and seamless integration from the sign into the building."

Genevieve Morrill, President of the West Hollywood Chamber of Commerce, and Todd Steadman, of the Sunset Strip Business Association, both stated their support for the proposal, as well.

"The Sunset Strip is known for its driving experience, known for its billboards and tall walls," Steadman said. "I think this is an improvement to the existing wall, and it will become very iconic with the strip."

One of the main concerns expressed by the proposals opponents, namely Victor De La Cruz of competing sign company Regency Outdoor Advertisement, was that Ace was essentially asking permission to create a new billboard.

"This is a thinly disguised attempt to get a new billboard that is not allowed by the city code, sought through a conditional use permit modification for an existing tall wall sign. No other business could or ever would propose to get a new billboard through a conditional use permit. Nothing would prevent the applicant from treating [the top portion] it as a completely different billboard."

Through there is no precedent for such an agreement, Green said Ace would be willing to sign a covenant preventing them from splitting the tall wall between multiple advertisers.

Yeber was the sole board member to express his doubts about the proposal. He said that Green's promise that Ace would bring an "iconic sign" to Sunset Boulevard was a subjective statement packaged as an objective one.

"You can't guarantee that; I've never seen a tall wall be the most creative billboard I've seen in the city," he said. "I don't see a building anymore, I see a big large billboard, I don't see how that improves aesthetics."

The planning commission will vote on the updated recommendation next month.