The West Hollywood City Council has solidified the moniker “Rainbow District,” where WeHo Pride celebrations are held annually. (photo by Jon Viscott)

Over the last decade, West Hollywood’s stretch of Santa Monica Boulevard between La Cienega Boulevard and Doheny Drive has become known as the Rainbow District. On April 7, the City Council made that moniker official and put forth initiatives to revitalize and improve the district, which is the epicenter of LGBTQ+ nightlife in Los Angeles County.

“Formally classifying what we all refer to as the Rainbow District officially was an item that myself and Mayor [Chelsea] Byers brought forward about a year or so ago, and this item extensively looks at how we can reassess a lot of the very simple fixes to help our business community,” Councilman John Erickson said.

The council directed staff to promote the Rainbow District in various ways, including a designated social media budget, branded street pole banners and utility box wraps, partnerships with the tourism-focused department Visit West Hollywood, the creation of themed murals along the strip, expanded hours for the city’s trolley and potentially instituting “drop zones” for rideshare vehicles in the area.

“This plan hits on what we’ve heard from the community – more visibility, better safety, easier access and stronger support for local businesses,” Councilman Danny Hang said. “It’s about celebrating the district’s identity while helping it grow in a smart, inclusive way.”

Some points, particularly drop zones that could lead to a decrease in parking spaces, were debated by the council members. Councilman John Heilman also pointed out that the initiatives required there to be a thriving business community.

“It will only work if we also address a series of other issues such as homelessness and commercial vacancies,” he said. “We have great businesses in the area that already attract a lot of customers, but we need to ensure that the area is clean and safe as well as exciting and vibrant.”

“I think it’s a solid start,” Hang said. “We’ve listened closely to the business community, and this plan reflects their feedback. It won’t solve everything overnight, but it’s a meaningful step toward making the Rainbow District more vibrant, welcoming and successful for everyone.”

The council also decided to bring back Go-Go Appreciation Day, which members felt supported the goals of renewing the Rainbow District by highlighting important workers in the club scene.

“Events like Go-Go Appreciation Day celebrate the vibrant culture and history of West Hollywood,” Hang said. “They not only recognize the incredible contributions of go-go dancers, but also help drive business to our dancers and our bars – supporting the nightlife that makes this city so special.”

“As a former professional dancer, I know how hard it is to be up on the box for hours,” former public safety commissioner Tod Hallman said. “But what most people don’t really realize is the dancers bring energy. They bring excitement. They get the crowd engaged and moving.”

The move comes just two months before West Hollywood holds its annual Pride celebration, May 31-June 1. During the April 7 meeting, the City Council also heard updates on Pride, which has already announced Lizzo, Lil Nas X, Honey Dijon, Paris Hilton and Kim Petras as headliners for the OUTLOUD Music Festival. The council also extended its partnership agreement with event company JJLA for producing WeHo Pride through 2030.

“As we’ve seen, Prides across the country and world are being threatened, and here in West Hollywood, we’re expanding our celebration of our beautiful LGBTQ community,” Erickson said.

“The item we approved regarding Pride expressed the city’s long-term commitment to continue a professionally organized Pride festival with world-class talent,” Heilman said. “Extending the contract with JJLA gives us the opportunity to improve the experience for residents and visitors. Given the increased hostility toward the LGBTQI+ community, celebrating during Pride month is more important than ever. Participating in the parade, attending a Pride month event or coming to the Pride festival is an act of resistance to those who want to deny our existence and our humanity.”

“With WeHo Pride being an integral part of the city of West Hollywood, it’s an honor to continue this partnership and produce events that reflect the diversity, resilience, and vibrancy of the community,” said JJAL founder and CEO Jeff Consoletti, who also produces OUTLOUD. “Each year, my goal is to strategically grow and expand on the WeHo Pride experience. This extended contract allows JJLA to create and execute a long-term plan for the future of Pride in West Hollywood.”    

Several residents applauded the city’s initiatives at the City Council meeting, though Block Party WeHo owner Larry Block said the city should increase its budget, noting that his store was in its 29th month of year-over-year declines in sales.

“Can we make a longer commitment to the Rainbow District’s survival?” he asked.

Resident Mikie Friedman drew attention to other areas of West Hollywood, advocating for the city to host a wider breadth of community events.

“Why does everything have to be LGBTQ+?” she asked. “This is not a gay city. This a gay-friendly city. And that’s according to my friend Barbara Meltzer – not my words, hers. And what about the Sunset Music Festival they used to have? Why can’t the city do something like that? Danny Hang was at Le Petit Four for dinner the other night, and I was happy to see that one of you actually came up to Sunset and spent a little money and had a lovely dinner … but Le Petit Four is gone. Rock and Reilly’s is gone. Sunset Deli, Warrior, Hudson House, The Den [are gone] – and that’s just in the last two months … so this is sad. You need to figure out a way to keep these businesses in business.”

The Rainbow District in West Hollywood is marked by crosswalks
painted in the colors of the Pride flag. (photo by Jon Viscott)