Hollywood Sign Day is celebrated on Oct. 31, recognizing the sign as a local icon and global symbol. (photo by Edwin Folven)

A landmark in the City of Angels will celebrate a milestone on Oct. 31 when the annual Hollywood Sign Day is observed. The Los Angeles City Council recognized the sign as an L.A. icon and global symbol on Oct. 31, 2023, and the Hollywood Sign Trust is marking the special day by encouraging people to get involved with its digital time capsule.

“We are delighted to commemorate this anniversary alongside the city of Los Angeles and individuals worldwide who have formed a personal connection with the Hollywood Sign,” said Jeff Zarrinnam, chair of the Hollywood Sign Trust, a nonprofit that serves as caretaker for the sign. “This year holds particular significance as we celebrate milestones such as the positive engagement with our time capsule and historical events on the horizon.”

The Hollywood Sign digital time capsule launched in August 2024 on the trust’s social media channels at instagram.com/hollywoodsigntrust and facebook.com/thehollywoodsign. Bi-weekly “Fan Mail” posts feature celebrities, photographers, artists, chefs and members of the Hollywood community discussing what the Hollywood Sign means to them. Contributors include Carol Burnett, Dick Van Dyke, Jay Leno, Jimmy Kimmel, the owners of Musso and Frank, Chef Susan Feniger, Antonia Bennett, Jefferson Graham and Dominique Petrie.

The time capsule’s “Unsung Heroes” posts celebrate those who built the iconic sign and include vintage photographs and historical information.

“A lot of people have submitted old photos and stories about the sign. One was a daughter of one of the architects who worked on plans to rebuild the sign in 1978. You get people’s experiences that you didn’t know about,” Zarrinnam said.

Members of the public are encouraged to submit messages about what the sign means to them as well as photographs, postcards, news clippings and ephemera from the Hollywood Sign for inclusion in the digital time capsule. Visit hollywoodsign.org to learn how to upload material.

The City Council declared Hollywood Sign Day in 2023 to honor the sign’s 100th anniversary.

“We’re proud to celebrate the second anniversary of Hollywood Sign Day, which highlights the lasting impact and legacy the Hollywood Sign has on Los Angeles and the world,” said Adam Burke, president and CEO of the Los Angeles Tourism and Convention Board. “Each year, millions of visitors are drawn to the Hollywood Sign, not only as an enduring icon of the entertainment industry but also as a beacon of hope and inspiration that reminds people that dreams are made here. For generations, the Hollywood Sign has helped shape L.A.’s identity, and we are honored to continue celebrating its legacy and the leading role it will play as we look ahead to the landmark events that will define our city’s future.”

Zarrinnam said the goal is to eventually create a visitor center for the Hollywood Sign with educational resources and a real time capsule that will include information and artifacts from the digital version. Plans for the visitor center are still being formulated, but Zarrinnam said he hopes it will be open in time for the 2028 Olympic Games in Los Angeles.

“We are really excited about it,” Zarrinnam added. “There are so many people who have a special experience with the Hollywood Sign, and we want to know about it.”