A Hollywood Journey

31. Hollywood Sign

Hollywood, CA

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One of California's most iconic trademarks is the Hollywood Sign, formally known as the Hollywoodland sign. Originally created in 1923 as an 18-month advertisement by real estate mogul and investor Harry Chandler, the 45-foot tall and 350 foot long white letters cost $21,000. Situated on Mount Lee in the Hollywood Hills area of the Santa Monica Mountains overlooking the Hollywood district in LA, the sign's increased recognition indefinitely maintained this mountainside backdrop that has lasted over 80 years. The Hollywood Sign Trust, a nonprofit organization, protects and promotes the sign. In 1939, a caretaker was appointed to maintain the sign as 4,000 20-watt bulbs were put to illuminate the letters. The word 'Land' was removed from the sign in 1949. The sign was a frequent hotspot for vandalism and pranks, but has been restored. A security system was installed to help deter vandals. Throughout the years, nature took its toll on the sign. The letters began to deteriorate and fall. In 1978, Hugh Hefner, founder of Playboy, sponsored a three-month auction of the letters. American rock singer, Alice Cooper, sponsored the letter 'O' while Gene Autry and Paul Williams sponsored the letters 'L' and 'W.' Through time, the letters have unofficially been altered, often eliciting a great deal of attention. Although it is illegal to make any physical alterations to the sign, the city has occasionally allowed it in the past for commercial purposes. Current policy strictly prohibits any changes to be made. Some of the more famous modifications include: HOLLYWeeD in January 1976 following the passage of the state law decriminalizing marijuana, HOLYWOOD in 1987 as the second L was covered for Pope John Paul II's visit, and FOX in April 1987 for the promotion of the Fox network. It was CALTECH in May 1987, OLLYWOOD in July 1987 during the Iran-Contra hearings, OIL WAR for the Gulf War in 1991, GO UCLA in 1993 for the annual UCLA-USC football game, and was the site of many school pranks, which prompted the installation of a $100,00 security system in 1994. In 2010, the sign was again altered to read SAVE THE PEAK as part of the campaign by 'The Trust for Public Land' to protect the land around the sign from real estate development. Imitations of the sign can be seen all over the world in cities such as Bowen located in Queensland, Australia; Montego Bay, Jamaica; Essex, England; and Rio Grande, Puerto Rico.