Hollywood Sign

High in the Santa Monica Mountains, resting on the southern slope of Mount Lee, the Hollywood Sign stands as one of America’s most enduring symbols. With its towering white letters overlooking the Los Angeles basin, the sign has come to represent ambition, fame, and the global reach of American entertainment. But behind the familiar facade is a long history of reinvention, neglect, community battles, and iconic status earned over a century.

From Real Estate to Icon

In 1923, the hills above Hollywood were mostly undeveloped. To promote a new upscale housing development named “Hollywoodland,” real estate developers Woodruff and Shoults commissioned a massive billboard. The Crescent Sign Company was tasked with the job. Its owner, Thomas Fisk Goff, designed a sign that spelled out "HOLLYWOODLAND" in 50-foot-tall block letters. Measuring 450 feet in total length, the sign was lit with around 4,000 bulbs, which blinked in segments, first "HOLLY," then "WOOD," then "LAND," followed by all letters at once.

Constructed for $21,000 (about $390,000 today), the project was meant to be temporary. Erected on July 13, 1923, the sign was scheduled to last just 18 months. But by the 1930s, the rise of American cinema had given the sign unexpected visibility and symbolic weight. It remained standing well beyond its original purpose.

Fading Letters and a Changing Message

The sign's light system was turned off in 1933 to save on costs. Over time, the wooden structure began to rot. By 1944, the first letter H was completely destroyed by wind or vandals, according to differing reports. Local residents began complaining that the sign had become an eyesore.

The Hollywood Chamber of Commerce stepped in. In 1949, they reached an agreement with the Los Angeles Parks Department to repair the sign. But the last four letters“L AND” were removed to reflect the broader neighborhood rather than the defunct housing development.

Deterioration and Rebirth

By the 1970s, the now “HOLLYWOOD” sign was in serious disrepair. The wood and sheet metal had not held up well to the elements. In 1978, a storm destroyed one of the Os and severely damaged others, leaving the sign in pieces.

Recognizing its cultural value, the Chamber of Commerce launched a restoration campaign. Nine donors contributed $27,778 each to fund a full rebuild. These donors included Warner Bros. Records, Alice Cooper (in honor of Groucho Marx), Gene Autry, and the Hollywood Chamber of Commerce itself.

The new sign, unveiled on November 11, 1978, was built of all-steel letters standing 45 feet tall and 31 to 39 feet wide. Supported by concrete footings and steel columns, this version was designed to endure.

Access and Controversy

The Hollywood Sign sits in Griffith Park, at an elevation of 1,578 feet. While it's visible from various points in Los Angeles, direct access is restricted. The closest approach is near the end of a residential canyon trail, where signs warn visitors not to proceed further.

Tourism around the sign has brought tension to nearby neighborhoods. Residents of areas like Beachwood Canyon and Lake Hollywood Estates have voiced concerns about traffic, noise, and safety on roads not built to handle heavy foot and vehicle traffic.

In 2012, city officials began redirecting navigation apps to encourage visitors to go to Griffith Observatory or the Hollywood and Highland Center for distant views of the sign. Residents even erected fake “no access” signs to deter hikers.

In 2017, the Beachwood Drive gate (once a popular trailhead) was closed to the public after a lawsuit from Sunset Ranch. The court ruled that the city had interfered with the ranch’s right-of-way by directing tourists to the trail. Despite public backlash, the gate remains closed as an entrance but can still be used as an exit.

Preferential parking rules, misleading signage, and disputes over access continue to fuel frustration among tourists and locals.

A Landmark Worth Protecting

Security was improved over time. In 2000, motion sensors and surveillance cameras were installed. Movement in restricted areas now triggers alerts to the LAPD. The Hollywood Sign Trust, a nonprofit backed by the Hollywood Chamber of Commerce, maintains the sign but has no legal authority over the landmark or surrounding land, which belongs to the City of Los Angeles.

One of the biggest preservation efforts came in 2010. Developers had planned to build luxury homes near the sign on a parcel of land once owned by Howard Hughes. Environmental groups raised concerns, and The Trust for Public Land stepped in to negotiate a $12.5 million purchase. Hugh Hefner contributed the final $900,000 needed. The land became part of Griffith Park, safeguarding the area from future development.

Alterations and Celebrations

The sign has been altered, legally and illegally, many times. In 1987, it was changed to read “HOLYWOOD” to honor a visit from Pope John Paul II. The word “RAMS HOUSE” briefly appeared in 2022 to celebrate the Los Angeles Rams' Super Bowl win.

Promotions and pranks have ranged from the comical to the controversial. The 1992 film Cool World placed a 75-foot cutout of its animated character Holli Would on the sign, which offended many residents. A group of Navy midshipmen once changed it to “GO NAVY” in 1983 with permission. Caltech students changed it to “CALTECH” in a now-famous senior prank in 2003.

During the 2022 BET Awards and Pride Month, the sign was illuminated with rainbow-colored laser projections. In October 2024, the letter “D” glowed blue to celebrate the Dodgers’ World Series win.

Most recently, in 2024, the sign was featured in a film segment during the Olympic Flag handover, with Tom Cruise shown free climbing the structure to alter the Os into Olympic rings.

The Future of the Sign

There have been multiple proposals to improve access to the sign or build a second one. Warner Bros. even proposed a $100 million aerial tram from its studio to Mount Lee. Ideas like a duplicate sign on the opposite side of the hill or a dedicated visitors' center have also been suggested. So far, no major projects have moved forward.

In 2022, Los Angeles Mayor Eric Garcetti signed an order to light the sign more regularly. His successor, Karen Bass, reversed the decision, citing concerns about its legality and environmental impact.

A Lasting Symbol

Today, the Hollywood Sign is protected, loved, debated, and instantly recognizable. It has been featured in countless opening shots, promotional images, and cinematic sequences. It serves as both a literal and figurative backdrop for the entertainment capital of the world.

Although born as a temporary advertisement, the Hollywood Sign has become a permanent fixture in American identity. Whether seen from a distance or fought over in city council chambers, it remains a towering symbol of imagination, spectacle, and ambition.

Fast Facts About The Hollywood Sign