The Dedication of the Hollywood Sign: July 13, 1923

On July 13, 1923, the iconic Hollywood Sign was officially dedicated in the hills above Hollywood, Los Angeles. Originally, the sign read “Hollywoodland,” serving as an advertisement for a new housing development in the area. This event marked the beginning of what would become one of the most recognizable landmarks in the world.

Background

• Real Estate Development: The sign was commissioned by Los Angeles Times publisher Harry Chandler as part of a real estate promotion for the upscale “Hollywoodland” housing development. The project was spearheaded by Chandler and developers Woodruff and Shoults.

• Design and Construction: The sign was designed by Thomas Fisk Goff, an artist and owner of a sign company. It was constructed with large white letters, each 30 feet wide and 50 feet high, made of wood and sheet metal. The total cost of the sign was approximately $21,000, a significant sum at the time.

The Dedication

• Purpose: The primary purpose of the sign was to attract potential buyers to the Hollywoodland development. It was intended to be a temporary structure, expected to last only about 18 months.

• Cultural Impact: Despite its initial commercial intent, the sign quickly became a symbol of the burgeoning film industry in Los Angeles, representing the glamour and allure of Hollywood.

Evolution of the Sign

• Maintenance and Changes: Over the years, the sign fell into disrepair. In 1949, the Hollywood Chamber of Commerce stepped in to repair and rebuild it, removing the “land” portion to reflect the district rather than the housing development.

• Restoration Efforts: In 1978, a major restoration project was undertaken, funded by donations from celebrities and the public. The original wooden letters were replaced with steel, ensuring the sign’s longevity.

Historical Significance

• Cultural Icon: The Hollywood Sign has transcended its original purpose to become a cultural icon, symbolizing the entertainment industry and the dreams associated with Hollywood.

• Tourist Attraction: Today, it is a major tourist attraction, drawing visitors from around the world who seek to capture a glimpse of this emblematic piece of American culture.

The Hollywood Sign’s journey from a real estate advertisement to a global symbol of the entertainment industry highlights the dynamic nature of cultural landmarks and their ability to capture the imagination of people worldwide.