Before the World Arrives: Confronting the Costs of LA’s Failing Signage Regime
Before the World Arrives: Confronting the Costs of LA’s Failing Signage Regime examines the fiscal, land use, and governance implications of Los Angeles’ current signage system. The analysis estimates that the City forgoes more than $60 million in revenue annually due to under-regulated signage activity. In addition, the study identifies approximately 2,400 potential housing units on parcels currently used for signage, representing capacity for more than 10,000 residents.
The report places these findings within the context of Los Angeles’ budget deficit, housing production challenges, and preparations for the 2028 Olympic Games. Comparative case studies show that other major cities, including New York and Chicago, have implemented more restrictive frameworks to regulate off-site signage and strengthen enforcement.
Key Findings
Los Angeles forfeits more than $60 million each year in potential revenue under the current signage system.
Vacant parcels hosting signage could otherwise accommodate approximately 2,400 housing units, enough to house more than 10,000 Angelenos.
The City’s existing regulatory framework creates competitive disadvantages for legitimate programs such as the Streets and Transit Amenities Program (STAP) and the Bus Bench Program, which lose revenue to unregulated activity.
Global events such as the 2028 Olympics introduce additional legal and reputational risks if the signage system remains unchanged.
Policy Recommendations
The report evaluates a range of policy options that could improve enforcement and align signage activity with Los Angeles’ fiscal, housing, and planning objectives:
Restrict signage on construction sites and vacant parcels, consistent with approaches taken in cities such as New York and Chicago.
Link penalties to advertising revenues and require forfeiture of proceeds from noncompliant signage, ensuring that fines reflect the scale of financial benefit.
Implement proactive monitoring systems, such as satellite imagery and automated detection technologies, to strengthen enforcement capacity.
Develop a coordinated citywide signage plan in preparation for the 2028 Olympic Games, ensuring compliance with international advertising standards and reducing legal and reputational risks.
Streamline permitting processes through a single, user-friendly online platform to reduce administrative complexity and improve compliance.
Establish a unified policy framework that clarifies the role of temporary signage and integrates signage regulation with broader housing, fiscal, and public space objectives.
