The city of West Hollywood is planning a major streetscape renovation project along Melrose Avenue and Beverly and Robertson boulevards that aims to beautify the city’s west side while improving traffic flow and pedestrian amenities.

The streetscape improvements are part of West Hollywood’s Design District Master Plan, which is slated to bring changes to the Avenues of Art, Design and Fashion District. (photo by AG Media Group)

The city council approved the concept for the multi-year project in August, and will likely address the project schedule at the upcoming council meetings on Sept. 26 or Sept. 30.

Chris Corrao, an associate planner for the city of West Hollywood, said the project is part of the city’s Design District Master Plan, which will bring changes to the Avenues of Art, Design and Fashion District. Corrao said the project is a continuation of phased plans implemented during the past 15 years to improve the city’s business districts. The projects began with the Santa Monica Boulevard revitalization in the late 1990s and early 2000s, and continued with the revitalization projects on the Sunset Strip and La Brea Avenue.

“We are going to be turning our attention now to Melrose Avenue and the West Hollywood Design District,” Corrao said. “We have been going through the public process for almost four years now. It’s mostly dealing with beautification and improving the streets.”

Corrao said the project will be completed in phases, and could take up to 10 years. A new bike lane is proposed for the stretch of Beverly Boulevard that runs through West Hollywood, and new trees will be planted on the streets around Melrose Avenue and Robertson Boulevard. Sidewalks will be widened, and small public gathering places will be created in at least four locations in the design district. Street improvements are also planned, such as a new double left turn lane at Melrose Avenue and La Cienega Boulevard that will alleviate traffic congestion heading west on Melrose, and new lane configurations on Melrose in front of the Pacific Design Center, where eastbound traffic often becomes congested in the afternoon, Corrao said.

“The goal is to make traffic flow better in the area,” he said. “There are a lot of inconsistent widths to the streets. These are some of the oldest intersections in the city. We are trying to eliminate problem areas.”

Corrao said the plan also calls for sidewalk improvements, which promote walking and a pedestrian, social atmosphere.

“We want them to be pedestrian gathering spaces where there would be public art and street furniture,” Corrao said. “The actual design hasn’t happened yet. We plan to go back to the community to get feedback.”

West Hollywood Mayor Abbe Land said the revitalization project will help promote the design district as a destination, while also improving quality of life in the neighborhoods.

“This is a special project that will accomplish a number of things,” Land said. “It will continue to help define the design district, as well as helping with some traffic flow concerns. More bike lanes will be created, and it will continue to expand our pedestrian friendliness as well.”

West Hollywood City Councilman Jeffrey Prang added that it is important to improve the west side and the Avenues of Art, Design and Fashion, in addition to Santa Monica Boulevard and the Sunset Strip.

“Those are our three big business districts, and we need to invest in them to ensure they remain fresh and vital assets to the city.”