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HISTORIC PRESERVATION COMMISSION JUNE 28, 2021 PUBLIC HEARING SUBJECT: REQUEST TO PERMIT A NEW BILLBOARD ON THE PROPERTY

LOCATED AT 9165 SUNSET BOULEVARD. PREPARED BY: PLANNING AND DEVELOPMENT SERVICES DEPARTMENT

(Jennifer Alkire, AICP, Current & Historic Planning Manager) (Bryan Eck, Senior Planner) (Doug Vu, Senior Planner / HPC Liaison) (Jennifer Davis, Senior Contract Planner)

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STATEMENT ON THE SUBJECT

The proposal is to construct a new billboard above the cultural resource at 9165 Sunset Boulevard. The Historic Preservation Commission will hold a public hearing and provide a recommendation to the Planning Commission and City Council regarding the approval of a Certificate of Appropriateness for changes to a designated cultural resource.

RECOMMENDATION

Staff recommends that the Historic Preservation Commission hold a public hearing, consider all pertinent testimony, and recommend that the City Council approve the Certificate of Appropriateness to permit a new billboard at 9165 Sunset Boulevard and adopt the following resolution:

1) Draft Resolution No. HPC 21-153 “A RESOLUTION OF THE HISTORIC PRESERVATION COMMISSION OF THE CITY OF WEST HOLLYWOOD RECOMMENDING THAT THE PLANNING COMMISSION AND CITY COUNCIL APPROVE A CERTIFICATE OF APPROPRIATENESS IN CONJUNCTION WITH A NEW BILLBOARD AT 9165 SUNSET BOULEVARD, WEST HOLLYWOOD, CALIFORNIA. (EXHIBIT A)

BACKGROUND

Application Information On July 1, 2020, Clay Collett, of Orange Barrel Media submitted an application for Master Project (MP20-0021) including Certificate of Appropriateness (COA20-0018), Sign Permit (BB20-0007), Zoning Map Amendment (ZMA20-005) and Development Agreement Overlay (DA20-0007) for the construction and installation of a new billboard above the building located at 9165 Sunset Boulevard, also known as “The House on Sunset.”

A. Date of Application: July 1, 2020

B. Applicant: Clay Collett, Orange Barrel Media

ITEM 9.A.

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C. Property Owner: RWS Sunset, LLC (Ross Klein)

D. Location: 9165 Sunset Boulevard

E. Zoning / General Plan: ZO: SSP-Sunset Specific Plan (Site 8A) GP: SSP-Sunset Specific Plan

F. Environmental Status: Negative Declaration Prepared for Sunset Boulevard Off-Site Signage Policy, with subsequent addendum prepared.

G. Public Notices: The public hearing was advertised and noticed in accordance with the WHMC Section 19.74.020.

Vicinity Map of Project Site

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Site and Area Conditions The subject property is developed with a three-story commercial building that was constructed in 1936 and is known as the Berman/Kohner Building. The building is an excellent example of the Regency Revival architectural style designed by master architect Paul Revere Williams that was designated a local cultural resource on May 7, 2018. There is currently no billboard on the site, although a large sign for the Berman Furs store was first installed in 1939 that was mounted on the roof. This sign was replaced in 1953 and was subsequently removed sometime between 1960 and 1969.

The adjacent uses to the subject property include:

North: Single family dwelling unit

South: Auto dealership

East: Two-story commercial building, a designated cultural resource for which an application is on file for a new billboard.

West: Sunset Medical Office building

Existing Building

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Sunset Boulevard Off-Site Signage Policy and Cultural Resources On March 18, 2019, the City adopted an innovative billboard policy for Sunset Boulevard, with a later amendment being adopted on October 7, 2019. This policy, called the Sunset Boulevard Off-Site Signage Policy (Policy), is the City’s first comprehensive policy update specifically for billboards, tall wall signs, and other types of creative advertising along the Sunset Strip (see Exhibit D). 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. The new billboards allowed by the Policy were permitted as applications only after they had demonstrated a high level of creativity and met specific design excellence principles. This design excellence was determined by a screening and award process that began in November 2019 and concluded in June 2020. After qualifying in the award process, applicants were eligible to apply for a billboard application and development agreement to allow the new billboard. Those on cultural resource sites also require review and recommendation by the Historic Preservation Commission. One of the design excellence criteria for award was that the new billboard provide community benefit and it is in this category that special attention was paid to cultural resources. The proposals needed to: Provide public benefits, uses, or other features that address identified City priorities

and community needs, meeting the vision and intent of the policy; Incentivize the preservation of significant Cultural Resources through off-site

signage revenue; Complement and protect the character-defining features of cultural resources; and Further the City’s vision for enhancing public art on the Sunset Strip.

Previous Approvals for the Site The subject building has been granted several permits since its designation in 2018. Two certificates of appropriateness were issued which allowed the replacement of four exterior doors at second-story roof decks and the rehabilitation of the steel- and wood-sash windows and painting of building. In November 2019, the property entered into a Mills Act Contract that includes a detailed maintenance and rehabilitation plan covering the period from 2018 to 2023 with total repairs amounting to over $300,000. In August 2020, the owners were granted a conditional use permit to allow the building to be continued to be used as a private membership co-working creative office space that includes on-site sale and consumption of alcohol. The only change in use will be that the office use is limited to private club members and their guests, and incidental sales and service of alcoholic beverages to members and guests. No exterior improvements or additional square footage was proposed. The proposed certificate of appropriateness for a new billboard will not impact or interfere with any of these approvals.

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PROJECT ANALYSIS

Project Description This project proposes a new creative billboard above the historic building located at 9165 Sunset Boulevard, one of many Los Angeles region buildings designed by well-known architect Paul R. Williams. Currently called “The House on Sunset,” the building was built in 1936 by Louis Berman as the west coast showroom for Berman Furs. To advertise its furs, a large gantry mounted neon sign, spelling out “Berman Furs, Established 1891” was erected on the roof of the building. Gantry signs are typically steel framed structures onto which copy, in many cases transportation messages, are hung. The proposed modern sign will harken back to the original Berman Furs sign as “a delicate truss cantilevered over the building roof to replicate the style of the original Berman Furs gantry.”

The proposed billboard is composed of three elements. The first component is the gantry sign structure that will have channel letters with changing advertising copy; the individual letters will be hung similar to the original Berman’s sign. The second component is a band of transparent LED sticks that form a panel which allows diffuse, programmable imagery and other content to be included as the overall advertisement that will be programmed remotely. The third component are lighted facade projections that will utilize short throw projectors concealed from view by the second-floor balcony walls to project content onto the smooth stucco surface of the exterior wall behind to provide supplemental advertising (see Exhibit I). The façade projections will only be visible at night and used if requested as part of individual ad campaigns. These high-resolution projections could augment the advertiser’s message and can also be used for City programming or to highlight City history.

Historic Sign

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LED “sticks”

Façade Projections

Gantry Sign Frame

Proposed Sign Components

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The proposal includes a variety of lighting effects to provide flexibility and creativity. The illumination of the static advertising element that sits next to the LED strip lighting is flexible and will vary with each advertising campaign. The static letters could be either internally illuminated, have LED illumination, or be illuminated by rooftop flood lights. The assembly allows advertisers a variety of options to encourage one-of-a-kind advertising campaigns. The channel letters in the OBM placard will be internally illuminated. Adjustable rooftop flood lights will light the overall billboard. The billboard also includes rooftop flood lighting on the roof of the structure. The project includes demolition of the rear addition to accommodate the new pole structure for the billboard. This is a utilitarian structure which would be rebuilt around the billboard pole. The configuration of the addition would change its orientation in order to shield the pole from most of the rear yard. This one-story addition is not part of the original Paul R. Williams design and does not appear in the original plans. Permit history confirms it was added in 1939 and the architect on the building permit is listed as James Sullivan, about whom no information is available. Although the addition was constructed within a few years of the building’s original 1936 construction, it has not acquired significance in its own right. It is a utilitarian structure and is not architecturally distinctive; it was not designed by Paul R. Williams or another master architect; and it is located on the rear of the building so is not visible from the public right-of-way and does not contribute to the building’s architectural character. (See Exhibits B, C and H). The table below shows the relevant measurements of the proposed billboard in relationship to the existing building.

Measurement New Billboard Height to top of billboard, measured from grade

(SSP -allowable height limit is 45’) 78’-3”

Height to top of billboard measured from roof surface 44’-5” (Top of roof 33’-10”)

Distance between top of roof and lower edge of billboard 2’-4”

Square footage of sign area (advertising sign area)

Varies by advertising content, total not to exceed 1500 sf:

· LED - 900sf · Channel Letters – size

varies · Façade Projections: 100sf

west side and 150sf east side Size of billboard frame and sign area together

(total) Varies by advertising content, not

to exceed 1500 sf Angle of billboard in relationship to Sunset 20 degrees

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Proposed Billboard

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Billboard Policy Standards The proposed billboard is permitted under the newly implemented Sunset Boulevard Off-Site Signage Policy (Policy) which governs the location, type and standards for new billboards on Sunset Boulevard. The application includes a viewshed/sightline analysis to show the proposed billboard in context with existing and proposed billboards and will also include primary sight lines with 1250 feet showing the relationship to adjacent parcels and to existing cultural resources. This analysis is used to help confirm that visual impacts are minimized. Pursuant to this Policy, every billboard is approved with a development agreement which details the public benefits derived from each new billboard, which include but are not limited to:

• Minimum annual payments - there will be substantial annual payments based on

value and capital costs. • Requirement that building remains occupied - or significant payment increase are

required. • Requirement to use the latest in green energy practices and to conduct periodic

technology updates. • Requirement for Public and Arts Programming benefits. • Requirement that the historic building is maintained.

Proposed Sign in Context

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Cultural Resource Designation

On recommendation of HPC, City Council designated this building as a local cultural resource on May 7, 2018. This designation aided the owner during the evaluation process of the proposed new billboard, based on the new Policy, which worked to the advantage of preservation efforts. The building met the following categories for designation:

• The proposed cultural resource embodies the distinctive characteristics of its original 1936-era date of construction (Criterion A1).

• The building embodies the elements of the Regency Revival architectural design, craftsmanship, and details which represents the architectural achievement of famed architect Paul R. Williams (Criterion A4).

• The Berman/Kohner building is also one of the few remaining examples of the Regency Revival architectural style in West Hollywood (Criterion B).

• The Berman/Kohner building is identified with Paul R. Williams, an architect who significantly contributed to the development of the Regency Revival style and is known for his perfectionism and attention to detail (Criterion D).

The character defining features are as follows:

• Symmetrical façade; • Horizontal emphasis; • Smooth plaster wall surfaces with horizontal scoring above primary entrance; • Curved end walls and corners; • Low-pitched hipped roof; • Eccentrically detailed and unconventionally proportioned Neoclassical features

including thin columns and fluted pilasters; • Divided-light wood sash casement and fixed windows, bay windows, and glass

block windows; • Flat canopy over entrances; and • Wide classical entablatures.

Certificate of Appropriateness Pursuant to Section 19.58.090 of the West Hollywood Municipal Code, any alteration of a cultural resource requires the review and approval of a Certificate of Appropriateness (COA). The addition of a billboard requires a COA to determine whether it will jeopardize any of the designation criteria or have an adverse impact on any character defining features, and whether the proposed project can meet all of the COA findings, which include conformance with the Secretary of the Interior’s Standards for Rehabilitation (the Secretary’s Standards). A review and analysis of the proposed project was completed by Historic Resources Group (HRG), whose staff meets the Secretary of the Interior’s Professional Qualification Standards in the discipline of Architectural History (see Exhibit B). Generally, projects that conform to the Secretary’s Standards are considered to not have a negative impact on historic/cultural resources. The HRG report detailed how each of the Secretary’s Standards are met for the proposed billboard, which is briefly described below and in detail under the Draft Resolution:

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• The proposed project is limited in scope given that it adds a new gantry sign

billboard above the building which had previously contained a gantry sign. • The new sign will not touch or alter the original Paul R. Williams building, nor will

any of the building’s character defining features or materials be altered. • The new sign will be located at least two to four feet above the existing roofline,

making it an obvious as a separate, freestanding structure and not part of the historic building.

• The new sign will not affect any historic features of the building and does not include any repair or replacement of character defining features.

• The historic building will continue to be used as it was historically and is currently, as office space.

• The new billboard is a contemporary feature on the property and will in no way create a false sense of historical development.

• The project does not include removal or modification of any changes to the property that have acquired significance in their own right. The proposed billboard’s pole structure will be located in the rear yard and shielded by a small addition that will be demolished and then rebuilt around the pole. The addition is not original to the building and has not gained significance in its own right.

Benefits to the Cultural Resource

One important aspect of the Policy is the opportunity it affords for billboards on designated cultural resources, providing an economic incentive to designate, rehabilitate and maintain the cultural resource. Allowing these new billboards on cultural resources provides a disincentive to some owners who may desire to demolish the resource to build to their property’s full development potential. Allowing new billboards also provides the cultural resource owner with an increased income stream, some of which can then be put back into maintaining the resource itself. Each new billboard will require the approval of a development agreement by City Council and it is within this agreement that any maintenance, repair, or rehabilitation of the resource will be enumerated and therefore required. If necessary, a schedule of repairs and maintenance will be included in the development agreement as well. ENVIRONMENTAL REVIEW The Sunset Boulevard Off-Site Signage Policy is the enabling policy for new billboards along Sunset Boulevard. The City conducted a thorough review of the Policy as a project under the California Environmental Quality Act (CEQA), preparing an initial study which led to the preparation of a negative declaration (ND) (see Exhibit E). The ND analyzed both the original Policy, and as amended in October 2019, concluding that a limited number of billboards converted to digital (4,000 square feet) allowed on cultural resources would not cause a significant impact under CEQA so long as the new digital billboard conversions were in compliance with the proposed Policy. Compliance with the Policy means that digital billboards installed on cultural resource sites would be subject to the design standards and protections set forth in the proposed policy, which has been crafted and informed by experts to contain regulations that, by their very nature, avoid and minimize potential impacts related to construction and operation of future billboard projects.

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The original IS/ND for the proposed Policy was based on a speculative development scenario of the original top-scoring billboard proposals selections. The original collection of projects that emerged from the design screening process, and that was assumed in the IS/ND, differs in some ways from the currently proposed signage development scenario (defined by number of billboards, both digital and static). In order to describe and analyze the changes in the scenario and to ensure that the modified, or current, scenario would not lead to new or different environmental impacts than those originally analyzed in the IS/ND, the City conducted an addendum to the original IS/ND (see Exhibit F). This proposed billboard was evaluated in that addendum, and the addendum concluded that the changes to the development scenario would not result in new significant impacts, substantial increase in previously identified significant impacts, or the requirement for new mitigation measures.

These environmental documents note that Policy standards include light trespass limits, ongoing monitoring to demonstrate compliance with the lighting requirements, protections for potential buried cultural and paleontological resources for projects requiring ground disturbance, protections for existing vegetation and any nesting birds utilizing the vegetation, and a wide variety of design standards to protect the visual environmental along Sunset Strip.

The Policy also includes restrictions and protections for cultural resources, which would ensure that significant impacts to designated cultural resources do not occur as a result of off-site signage development. These protections include a requirement for a Certificate of Appropriateness, which would ensure that conversions are designed and installed in conformance with the Secretary of the Interior’s Standards for Rehabilitation. Furthermore, pursuant to CEQA Guidelines Section 15064.5, projects that are consistent with the Standards shall generally be considered to be mitigated to a level of less than significant impact on the historical resource. Construction activities required for 4,000 square feet of digital sign area on cultural resources would be minimal to negligible and would likely be spread along the 1.6-mile Sunset Strip over the course of one or more years. SUMMARY Based on the information presented in this report and exhibits, and subject to the findings and conditions in the draft resolution, staff recommends that the Historic Preservation Commission adopt draft Resolution No. HPC 21-153 recommending that the Planning Commission and City Council approve a Certificate of Appropriateness in conjunction with the new billboard at 9165 Sunset Boulevard, West Hollywood, California. EXHIBITS A. Draft Resolution No. HPC 21-153B. HRG ReportC. Photographs of Rear AdditionD. Sunset Boulevard Off-Site Signage PolicyE. Negative Declaration for Sunset Boulevard Off-Site Signage Policy (February

2019/June 2017)F. IS/ND Addendum (April 2021)G. Additional CorrespondenceH. Original Paul R. Williams PlansI. Project Plans