Billboard Insider Q&A with Kevin Bartanian: Sunset Limelight Rooftop

Kevani operates an iconic rooftop display at 6630 Sunset Boulevard.  We talked with Kevani Founder and CEO Kevin Bartanian about the sign.

The Sunset Limelight sign is a unique rooftop design. Tell us about it.

Sunset Limelight represents a new take on out-of-home that is uniquely Kevani. It complements where it’s located. It’s a retro-style, open-panel roof design with a modern edge. It’s also been conceived as a destination in its own right, providing an “arresting” sensation with a clear line of sight from its largely popular location. Blending in while standing out, it creates a distinct opportunity for advertisers and brands to connect with the people who pass by or stay close by regularly.

What campaign are you running  on it now?

Our inaugural campaign will be similar to those appearing on nearby properties and we look forward to announcing it soon. We’re currently in talks with luxury fashion, entertainment, and technology brands to occupy the space in the near future. These long-term agreements take a while to move forward, but the outcome will use this prime real estate to its fullest potential.

The sign is in the Hollywood Signage Supplemental Use district. How are the regulations in the District different from the regulations in the rest of the city?

All signage within the Hollywood Signage Supplemental use district must fit with the historical character of the architecture while also reflecting the modern Hollywood image, to maintain its famous aesthetic. This regulation stands only within Hollywood, as Los Angeles has a different moratorium on new signage. Each area of Los Angeles is its own distinct neighborhood with a unique personality, therefore, each has different needs. When creating campaigns and projects, it’s important to embrace these needs to gain the respect of those who view them, while creating a dialogue as well. At the end of the day, billboards impact people’s lives every day, so each specific project needs to be high quality, inclusive, and contextually relevant to have an effective campaign. This is something Kevani doesn’t take lightly. We strive to connect our campaigns with the community to merge seamlessly, while still standing out amongst the rest.

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