Hollywood Athletic Club Feasibility | Blueprint to Success™

01 · Executive Summary

What we found, in plain language.

You asked whether a new off-site advertising billboard can be built at the Hollywood Athletic Club. Under today's rules it cannot. The proposed open-panel roof sign is also not permitted because its supporting building is below 40 ft. Qualifying district-specific sign rights require verification; an amendment is a separate, uncertain path.

01

A new billboard is not permittable

Current Hollywood Sign District and citywide off-site sign rules prohibit a typical new billboard here, static or digital. There is no routine variance.

§ PDF p. 11–14 Detailed research ↗

02

The open-frame roof sign is not permittable as proposed

The proposed open-panel / open-frame roof sign is NOT PERMITTED: its approximately 28-ft supporting building volume is less than the required 40 ft. The source’s approximately 80-ft tower is historical context, not an available alternative for this proposal.

§ PDF p. 5, 17–18, 21–23, 31 Detailed research ↗

03

Sign rights are specific entitlements — not automatic sale rights

A potential financial opportunity may exist through the transfer or sale of qualifying signage rights where specifically authorized by an applicable sign district ordinance. Eligibility requires verification of existing signage, available rights, property designation, receiving-site restrictions, and City Planning approval. No transferable monetary value is assumed until eligibility is confirmed.

§ PDF p. 17–18 Detailed research ↗

04

The only true billboard path is legislative

A Specific Plan / Sign District amendment needs a City Council vote, est. 1–2 years, with no promise of approval.

§ PDF p. 31–34 Detailed research ↗

What each status means

Not permittable: Not permittable under current Hollywood Sign District and citywide off-site sign rules. No routine variance path.
Conditionally feasible: Potentially allowed if specific code conditions and approvals are met. Not approved.
Possible, subject to verification: May be viable once records, eligibility and City confirmation are obtained.
Legislative path only: Requires a change to the law itself through City Council. No promise of approval.

Still requires verification

Additional parcels and the ≈ 2.07-acre site area
Tower and lower-volume heights, flat roof area, setbacks and source plans
Inventory of all existing signs and pre-2008 permit records
Eligible unused sign area (≈ 1,245 sq ft estimate), separate from preliminary 600–800 SF roof-sign sizing
Structural framing and triggered seismic retrofit scope
Nightclub lighting condition 29

City staff guidance is not a formal permit approval.

02 · The Site

A 1923 landmark-quality building on Sunset.

6525 W Sunset Blvd (also 6523 W Sunset Blvd). An eligible historic resource — not a designated landmark — whose character-defining features shape everything that can be added to it.

Built

1923

§ PDF p. 5–7

APN

5547-017-038

Additional parcels to confirm

§ PDF p. 5–7

Zoning

C2-2D-SN-CPIO

§ PDF p. 5–7, 11–14

Sign district

Hollywood Sign District

§ PDF p. 11–14

Overlay

Hollywood Community Plan Implementation Overlay

§ PDF p. 11–14

Historic status

Eligible historic resource

Not a designated landmark

§ PDF p. 5–7

Building volumes

Tower ≈ 80 ft · lower roof ≈ 28 ft

Source description only; proposed ≈28-ft supporting volume is below 40 ft; tower is not an alternative for this proposal

§ PDF p. 5, 31

Site area

≈ 2.07 acres

Subject to verification

§ PDF p. 5–7

Protect: arched windows, terra cotta entry, balustrade and roof terrace. Preserve views. Hero image is an illustrative rendering, not a survey photograph.

03 · Alternatives

Seven paths, honestly classified.

Select a path to see the code reasoning, constraints and what it would take. Prohibited paths are shown for clarity, not as options to file.

Legislative path only§ PDF p. 8–10, 21–30, 31–34

Open-panel / open-frame roof sign (off-site advertising)

A roof sign built of an exposed open frame with channel letters or graphic segments that may carry off-site advertising, per City Planning written guidance of November 2, 2026.

Code reasoning

The proposed open-panel / open-frame roof sign is NOT PERMITTED: its approximately 28-ft supporting building volume is less than the required 40 ft. The source’s approximately 80-ft tower is historical context, not an available alternative for this proposal.
To pursue an open panel roof sign, the required regulatory path is a Specific Plan Amendment to the Sign District, subject to City Council approval; approval is not guaranteed.
No PPC or permit package should proceed unless City Planning provides a written determination of a compliant path.

Constraints

—Proposed supporting volume ≈28 ft is below the required 40 ft — not permitted; tower is source context only
—At least one-third open; exposed frame
—Channel letters, graphic segments or open lighting only — no solid panels
—10 ft clearance from roof edges, parapets and appendages
—Illumination limited to 7 am – 2 am; 100 ft spacing from other roof signs and billboards
—Area ≤25% of average wall area; preliminary 600–800 SF estimate is not approved and uses lower-volume measurements
—Historic review, Project Permit Compliance, structural framing and seismic retrofit analysis, and permits

Required steps

1Obtain City Planning’s written determination on the specific proposal and share it with Bobby
2Confirm the Specific Plan Amendment as the required entitlement route
3Only then decide whether to pursue the entitlement
4Do not authorize full consultant design, PPC or LADBS permit drawings before that determination

04 · Agency Risk Playbook

Agency-Based Risk & Mitigation Strategy

Understand which agency controls each decision, the scenarios it may trigger, and LA Expedite's recommended response.

10 of 10 scenarios · 6 agencies, in approval sequence

05 · Due Diligence & Agency Timeline

From project intake to City guidance.

Project received October 20, 2026. Initial due diligence, code review and coordination with City officials preceded the documented consultations of November 2–10. None of these interactions is a formal permit approval.

October 20 – November 10, 2026

October 20, 2026
Project received
LA Expedite received the Hollywood Athletic Club signage feasibility project for Bobby and Saeed Nourmad.
Intake date confirmed by client
Oct 20 – Nov 1, 2026
Due diligence & code review
Review of the property, zoning and overlays, Hollywood Sign District and citywide off-site sign rules, historic sensitivity, and potential signage alternatives. Incomplete permit records and field measurements remain verification items, not completed approvals.
Initial preparation window · individual activity dates not recorded
§ PDF p. 5–7, 11–14, 17–18
Oct 20 – Nov 1, 2026
City outreach & meeting scheduling
Coordination of questions and consultation scheduling with City Planning and the Office of Historic Resources for the initial November 2 interactions, followed by LADBS and LADOT consultation. Scheduling is distinct from the meetings and guidance dated below.
Initial coordination window · individual booking dates not recorded
§ PDF p. 20–24
October 20–November 1 is the initial preparation window, not a daily activity log. Individual code-review and meeting-scheduling dates are not recorded here; the City interactions below retain their documented dates.
Documented City interactions
- — Roof must be on a building volume ≥ 40 ft high.
- — One-third open; exposed frame; channel letters / graphic segments / open lighting only; no solid panels.
- — 10 ft clearance from roof edges, parapets and appendages; lighting 7 am – 2 am.
- — Relocating an existing billboard is not available.
- § PDF p. 20–24

LADBS may also require LAFD clearance and traffic review on referral.

Agency	Date	Interaction	Current status
City Planning — Sign District staff	Nov 2, 2026	Written guidance	Guidance received — not a determination
Office of Historic Resources	Nov 2, 2026	Meeting	Consulted — historic review will apply
LADBS	Nov 5, 2026	Consultation	Consulted — permits and possible referrals
LADOT	Nov 10, 2026	Courtesy feedback	Courtesy feedback — review only if referred

06 · Path Forward

Four strategies. A deliberate next step.

New client-facing strategy guidance, alongside—not replacing—the revised research. All paths depend on verification and written agency decisions.

Path A · Not permitted · supporting volume below 40 ft

Open-Frame Roof Sign

The proposed open-panel / open-frame roof sign is NOT PERMITTED: its approximately 28-ft supporting building volume is less than the required 40 ft. The source’s approximately 80-ft tower is historical context, not an available alternative for this proposal.

Decision gate: Stop full roof-sign design and permit filings under current rules. A Specific Plan Amendment is a separate, uncertain path requiring City Council approval; any exemption requires written City confirmation of legal availability. The tower is not an available alternative for this proposal.

§ PDF p. 17–18, 20–26, 31–37 Read source strategy chapter Agency consultations & code tables

Preliminary timeline

Stopped under current rules

No roof-sign permit schedule applies to the proposed below-40-ft volume. Later phases are conditional only on an adopted amendment or other legally available relief and written approval.

Required consultant scopes

Sign designer / fabricator
Historic preservation consultant
Structural engineer
Electrical engineer (if illuminated)
(legal counsel, if needed)

Milestones & approval dependencies

Prospective work only. No milestone represents completed approvals; a dependent phase cannot proceed without its decision gate.

Phase 1 · Limited verification only

Records & Site Verification

Must happen first: Client authorization for limited records only; proposed roof sign remains not permitted
Next deliverable: Measured site and sign inventory
LA Expedite coordinates: LA Expedite coordinates consultant scopes, drawings, agency communications and the applicable review process.
Client authorization needed: Limited verification / conceptual review scope and consultant quotes; not construction or a full permit package

Agencies, documents & studies

City Planning · LADBS records · Office of Historic Resources

Inventory all existing signs
Obtain pre-2008 permit records
Confirm additional parcels and ≈ 2.07-acre site area
Survey each volume: source tower ≈80 ft, lower roof ≈28 ft; confirm flat roof area and setbacks
Review historic photographs

§ PDF p. 35–37 Source strategy chapter Documented timelines & fees

Regulatory risks for Path A

Surveyed height, flat roof, area and setbacks may disqualify the location
Historic impact and seismic retrofit scope
Proposed volume is below 40 ft; an amendment is a separate path, not a current permit opportunity

Agency-based mitigation playbook

Scenario explorer

What happens if?

Hypothetical outcomes for the selected strategy—not new agency determinations. Existing consultation findings are identified separately.

Why can’t we permit the proposed roof sign?

Responsible agency: City Planning — Hollywood Sign District

Potential outcome: The proposed open-panel / open-frame roof sign is NOT PERMITTED: its approximately 28-ft supporting building volume is less than the required 40 ft. The source’s approximately 80-ft tower is historical context, not an available alternative for this proposal.

LA Expedite response: Stop permit drawings under current rules. Investigate a Specific Plan Amendment separately, or ask whether any legally available relief exists; no tower alternative or approval is assumed.

§ PDF p. 20–24, 31–34 Agency consultation details Applicable code & option tables

What if a seismic retrofit is required?

Responsible agency: LADBS

Potential outcome: The November 5 consultation states that adding the roof sign triggers seismic retrofit; the extent and cost remain unconfirmed.

LA Expedite response: Coordinate early structural evaluation and a scoped quote before the client commits to final design. No construction budget or return is established.

§ PDF p. 25–26, 33–34 Agency consultation details Applicable code & option tables

What if Historic Resources requests modifications?

Responsible agency: Office of Historic Resources / Cultural Heritage Commission as required

Potential outcome: Placement or design may need changes to protect views and character-defining features; the City sets the review level.

LA Expedite response: Coordinate revised elevations, historic consultant input and agency meetings before advancing dependent drawings.

§ PDF p. 20–24, 32–34 Agency consultation details Applicable code & option tables

What if we pursue regulatory relief instead?

Responsible agency: City Planning; decision authority only as confirmed

Potential outcome: No applicable exemption procedure has been confirmed. A traditional billboard still requires a separate legislative amendment.

LA Expedite response: First obtain written confirmation of legal availability. Use 12+ months only as LA Expedite's planning assumption, not a guaranteed approval or City timeline.

§ PDF p. 11–14, 20–24, 35–40 Agency consultation details Applicable code & option tables

Strategic preconstruction lead

How LA Expedite Gets You From Research to Approvals

LA Expedite coordinates research, consultant scopes, architectural concepts, regulatory strategy, agency meetings, submittals, plan checks and permit processing. We can assist with determining the appropriate regulatory relief procedure and coordinating any available exemption process—only after the City confirms its availability.

Each decision gate brings together the right documents, consultant input and agency response before you authorize the next scope. LA Expedite does not perform construction or guarantee agency approvals. Permit-agent authority requires proper written authorization and jurisdictional compliance.

Choose your next steps

07 · Client Lessons

Understand the decision, not just the answer.

Three short lessons with a check-in quiz. 0 of 3 completed on this device.

Why the Billboard Is Not Permittable

Los Angeles restricts off-site signs — signs advertising businesses or products not located on the property. The Hollywood Sign District sets its own rules on top of that, and those rules do not authorize a typical new billboard at 6525 W Sunset.

A variance is designed for hardship from unusual site conditions, not for overriding a policy prohibition, so there is no routine variance path.

The billboards you see nearby are older signs that were lawfully established before current rules and are 'grandfathered'. They tell us about history, not about what can be permitted today.

§ PDF p. 11–14

Check your understanding

Do nearby billboards show a new one could be approved here?

Is a variance a routine way to permit the billboard?

08 · Decision Worksheet

Tell us where you'd like to go next.

Your answers are saved only in this browser until you choose to email them to LA Expedite.

Paths you'd like to discuss

New freestanding or roof-pole billboardNot permittable — discussion only, not fileableDigital billboard / facade LEDNot permittable — discussion only, not fileableOpen-panel / open-frame roof sign (off-site advertising)Legislative path onlyQualifying sign rights — district-specific transfer / bonus salePossible, subject to verificationProjecting blade signConditionally feasibleOn-site garden wall signsPossible, subject to verificationSpecific Plan / Sign District amendmentLegislative path only

Your namePreferred next stepYour questions

Summary preview

Blueprint to Success™ — Decision Worksheet
Hollywood Athletic Club, 6525 W Sunset Blvd, Los Angeles, CA 90028
From: (not provided)

Paths of interest:
- None selected

Preferred next step: Schedule a call with LA Expedite

Questions:
(none)

Note: selecting a path is a request for discussion, not an application. Prohibited paths are not fileable under current rules.

Email to info@laexpedite.com

Email opens your own mail app with this summary prefilled; nothing is sent automatically.

Blueprint to Success™ — Decision Worksheet
Hollywood Athletic Club, 6525 W Sunset Blvd, Los Angeles, CA 90028
From: (not provided)

Paths of interest:
- None selected

Preferred next step: Schedule a call with LA Expedite

Questions:
(none)

Note: selecting a path is a request for discussion, not an application. Prohibited paths are not fileable under current rules.

08 · Client Decision Center

Your path. Your next decision.

Compare strategies and prepare a personal discussion package. Answers stay in this browser; emailing opens your own mail app and sends nothing automatically.

PATH AOpen-Frame Roof SignStopped under current rules · Not permitted · supporting volume below 40 ftPATH BTransfer of Unused Sign RightsVerification first · completion TBD · Preliminary · eligibility unverifiedPATH CExplore an Exemption or Regulatory Relief12+ months · Availability must be confirmedPATH DTraditional Billboard / Legislative Amendment2–4+ years · Prohibited under current regulations

No strategies selected.

Your namePreferred strategy

Next actions to discuss

Discuss records and site verificationRequest consultant scopes and quotesRequest written Planning guidance before design

These selections are not written permit-agent authorization or approval to incur fees.

Questions for LA Expedite

Personalized Path Forward

Blueprint to Success™ — Confidential Path Forward
Hollywood Athletic Club
6525 W Sunset Blvd, Los Angeles, CA 90028
Prepared for: Bobby and Saeed Nourmad

Preferred strategy: Not selected

No paths selected.

Requested discussion items (not legal authorization):
None selected

Questions:
None entered

Selections are requests for discussion, not permit applications, written authorizations or agency approvals. Responses are stored only in this browser unless you email them. Fees and construction budgets remain unconfirmed.

LA Expedite is not a contractor, subcontractor, or builder and provides no construction services. With written authorization from the Client, property owner, or contractor/construction company, LA Expedite may act as that party’s designated permit agent—including on behalf of the contractor’s company—only where the governing jurisdiction permits and subject to required authorizations, signatures (including owner signatures where required), and qualified permit applicants. Its role is limited to representation and coordination of applications, processing, approvals, and agency communications. Permit-agent status does not make LA Expedite the contractor or permit holder or transfer construction or permit obligations. All permits and related legal responsibilities remain with the owner, contractor, authorized applicant, or designated permit holder as required by the jurisdiction.

Email LA Expedite

Selections save automatically in this browser.

Blueprint to Success™ — Confidential Path Forward
Hollywood Athletic Club
6525 W Sunset Blvd, Los Angeles, CA 90028
Prepared for: Bobby and Saeed Nourmad

Preferred strategy: Not selected

No paths selected.

Requested discussion items (not legal authorization):
None selected

Questions:
None entered

Selections are requests for discussion, not permit applications, written authorizations or agency approvals. Responses are stored only in this browser unless you email them. Fees and construction budgets remain unconfirmed.

LA Expedite is not a contractor, subcontractor, or builder and provides no construction services. With written authorization from the Client, property owner, or contractor/construction company, LA Expedite may act as that party’s designated permit agent—including on behalf of the contractor’s company—only where the governing jurisdiction permits and subject to required authorizations, signatures (including owner signatures where required), and qualified permit applicants. Its role is limited to representation and coordination of applications, processing, approvals, and agency communications. Permit-agent status does not make LA Expedite the contractor or permit holder or transfer construction or permit obligations. All permits and related legal responsibilities remain with the owner, contractor, authorized applicant, or designated permit holder as required by the jurisdiction.

09 · Executive Briefing

A one-page briefing to print or share.

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Complete Research & full-report printFull 43-page PDF available from LA Expedite on request — info@laexpedite.com

Blueprint to Success™ · Confidential

Hollywood Athletic Club — Off-Site Signage & Advertising Feasibility Review

6525 W Sunset Blvd, Los Angeles, CA 90028 · APN 5547-017-038 · C2-2D-SN-CPIO · Prepared for Bobby and Saeed Nourmad by LA Expedite Architecture and Planning · Review prepared November 2026

The billboard is prohibited. But the revenue opportunity may not be.

The proposed open-panel / open-frame roof sign is NOT PERMITTED: its approximately 28-ft supporting building volume is less than the required 40 ft. The source’s approximately 80-ft tower is historical context, not an available alternative for this proposal.

A potential financial opportunity may exist through the transfer or sale of qualifying signage rights where specifically authorized by an applicable sign district ordinance. Eligibility requires verification of existing signage, available rights, property designation, receiving-site restrictions, and City Planning approval. No transferable monetary value is assumed until eligibility is confirmed. Section 8(A) authorizes qualifying bonus trade/sale; Section 8(C) unused-rights transfer does not expressly authorize sale. Section 8(D) requires transfer-plan approval and a recorded covenant. Ordinance 181340, Section 8, pp. 17–18.

Paths

New freestanding or roof-pole billboard	Not permittable	p. 11–14, 17–18
Digital billboard / facade LED	Not permittable	p. 11–14, 17–18
Open-panel / open-frame roof sign (off-site advertising)	Legislative path only	p. 8–10, 21–30, 31–34
Qualifying sign rights — district-specific transfer / bonus sale	Possible, subject to verification	p. 18, 35, 38–39; ordinance Section 8, pp. 17–18
Projecting blade sign	Conditionally feasible	p. 17–18
On-site garden wall signs	Possible, subject to verification	p. 17–18
Specific Plan / Sign District amendment	Legislative path only	p. 31–34, 35–37

High-severity risks

— Prohibition of the requested billboard (p. 11–14, 31–34)
— Proposed roof sign fails the 40-ft requirement (p. 17–18, 20–24, 31–34)
— Triggered seismic retrofit and cost (p. 25–26, 33–34)
— Legislative uncertainty (p. 31–34, 35–37)

Recommended next step

Authorize Phase 1 — Records & Site Verification (est. weeks 1–4): inventory existing signs, obtain pre-2008 records, confirm roof heights. § PDF p. 35–37

Reflects research and consultations through November 10, 2026. City staff guidance is not a permit approval; formal agency determinations may change.

LA Expedite's Role & Permit Authorization

LA Expedite is not a contractor, subcontractor, or builder and provides no construction services. With written authorization from the Client, property owner, or contractor/construction company, LA Expedite may act as that party’s designated permit agent—including on behalf of the contractor’s company—only where the governing jurisdiction permits and subject to required authorizations, signatures (including owner signatures where required), and qualified permit applicants. Its role is limited to representation and coordination of applications, processing, approvals, and agency communications. Permit-agent status does not make LA Expedite the contractor or permit holder or transfer construction or permit obligations. All permits and related legal responsibilities remain with the owner, contractor, authorized applicant, or designated permit holder as required by the jurisdiction.

What we found, in plain language.

A new billboard is not permittable

The open-frame roof sign is not permittable as proposed

Sign rights are specific entitlements — not automatic sale rights

The only true billboard path is legislative

What each status means

Still requires verification

A 1923 landmark-quality building on Sunset.

Seven paths, honestly classified.

Open-panel / open-frame roof sign (off-site advertising)

Code reasoning

Constraints

Required steps

Agency-Based Risk & Mitigation Strategy

From project intake to City guidance.

Project received

Due diligence & code review

City outreach & meeting scheduling

Documented City interactions

Four strategies. A deliberate next step.

Open-Frame Roof Sign

Milestones & approval dependencies

Records & Site Verification

What happens if?

How LA Expedite Gets You From Research to Approvals

Understand the decision, not just the answer.

Why the Billboard Is Not Permittable

Tell us where you'd like to go next.

Your path. Your next decision.

Personalized Path Forward

A one-page briefing to print or share.

Hollywood Athletic Club — Off-Site Signage & Advertising Feasibility Review

Paths

High-severity risks

Recommended next step

LA Expedite's Role & Permit Authorization