The Hollywood Property Owners Alliance, which oversees the Hollywood Business Improvement District (BID), is launching a program to clean up Hollywood Boulevard.

The Hollywood BID wants businesses to consider replacing the roll-up security doors that are common along Hollywood Boulevard. (photo by Edwin Folven)

Known as ”Hollywood Facelift”, the program involves getting property and business owners along the boulevard to commit to painting their buildings, clean away grime and dirt from facades, and generally improve the look of their properties. The BID is in the process of forming a partnership with contractors and building material suppliers who can work with the business and property owners on their projects. BID staff members will be physically visiting the businesses over the next couple of months to persuade the owners to participate. Kerry Morrison, the executive director of the Hollywood Property Owners Alliance, said the idea came about after a survey was circulated last year to people who live or work in the area, asking what improvements Hollywood needed.

“What we found was that even though there was a certain amount of excitement and glamour to Hollywood, when we asked people to describe Hollywood, they said it was grimy and dirty and needs to be cleaned up,” Morrison said. “They were referring to the buildings.”

Thaddeus Smith, the president of the Board for the Hollywood Property Owners Alliance and one of the principals for the Music Box Theatre, said members of the board recently came together to come up with ideas on beautifying the area. They walked different portions of the boulevard to identify things that needed to be addressed. Smith noticed heel marks on many of the facades where people have leaned up against the building.

“The heel marks go all the way down the boulevard, and it looks like a black mark all the way down,” Smith added. “We want to make it as simple as possible  for them to improve their businesses, so we are putting together a list of things they can do.”

Morrison said the goal is to have the work completed by next February, when the Academy Awards are held. She added that the program will require the property or business owners to sign a contract with the BID that stipulates they will complete the work. Costs are estimated at between $300 and $500, up to several thousands of dollars depending on the scope of the project. The BID plans to host a cocktail party in July to bring all of the owners together to recognize their commitments. Morrison added that Sherwin Williams has agreed to supply paint for the project at a discount, and she hopes to organize all of the painting projects over a few weeks in the fall.

“We are laying out the foundation, because nobody has ever done this,” Morrison said. “We are bringing together around six contractors and have hired a consultant to consult with them about window displays. We want to make it easy for the owners to participate.”

Morrison said the campaign will target approximately 380 businesses and commercial properties from La Brea Avenue to the Hollywood (101) Freeway. She said one of the goals is to make the area look more appealing at night, when many of the businesses are concealed by roll-up security doors. Morrison said the work could be as simple as painting the security gates or replacing them with bars, or adding new lighting.

“The roll-down doors were put up during the riots, and have been there ever since. It makes it look like the riots are still going on, so we want to get rid of them,” Morrison said. “Other things include cleaning awnings or removing graffiti. We are working with a contractor on an anti-graffiti film that if someone does put graffiti on a window, you can just peel it off.”

Morrison added that some business and property owners have already expressed interest in participating, including M+S Management Company Inc., which represents the Taft Building near the corner of Hollywood Boulevard and Vine Street, and the owners of the 6500 Hollywood, and the Sieroty Company, which owns property at 6500 Hollywood Boulevard. Anyone interested in participating can contact the BID at (323)463-6767, or visit www.hollywoodbid.org.