On Wednesday, the Los Angeles City Council voted unanimously on a proposal allowing digital signs on the Convention Center in downtown L.A.
The digital signs and advertisements would be allowed inside and outside the Convention Center along Figueroa Street, Chick Hearn Court, Venice Boulevard, and the 110 Freeway, according to the Los Angeles Times.
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In a Dec. 5 letter, Councilmember Curren Price, Jr. voiced his support for the Convention Center Sign District.
“The new sign district will allow us to receive enough revenue to complete the future renovation and expansion of LACC prior to the 2028 Olympics,” he wrote. “The expansion will result in a roughly 45% increase in the size of the center and allow for grander exhibitions, greater amenities, and better ease of access.
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A previous version of the article reported that the City Council approved an expansion and modernization of the L.A. Convention. The article has been updated with corrections.
The New Hall building will include 193,000 square feet of new exhibit hall space; 60,000 square feet of new meeting rooms; an atrium entrance and lobby along Pico Boulevard; and a 98,000-square-foot rooftop multi-purpose hall and a 10,000-square-foot outdoor event space with a view of Downtown Los Angeles.
As part of the plans, the council also signed off on an Arena Sign District -- a new signage program, according to city planners. It will establish standards and a "uniform experience" between the center, L.A. Live and adjacent regional tourism, hotel and entertainment destinations.
The plan has been years in the making, city planners confirmed. Since 2013, the city of Los Angeles has explored opportunities to improve the Convention Center.
CTD also reported the lack of space and rooms has cost the city at least $4.9 billion in revenue generated from conventions. Another report, the 2020 Tourism Master Plan, estimated that the city lost 2.6 million room nights between 2014 and 2017 because the Convention Center is too small or could not accommodate larger meetings, conventions and exhibitions.
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