Enormous Billboards Proposed For San Fernando Valley Project

Artist's Rendering of Panorama Place Project

Artist's Rendering of Panorama Place Project

Apparently operating on the theory that bigger is better,  the developer of a mixed-used project proposed on Roscoe Blvd. in Panorama City is seeking city permission to include five giant billboards, the largest 75 ft. high and 40 ft. wide, that add up to a total of nearly 18,000 sq. ft.  Designed for off-site advertising (goods and services not sold on the site), these giant illuminated advertisements would face surrounding residential neighborhoods on two sides of the project.  The development, called Panorama Place, would include 450,000 sq. ft. of retail/commercial space and 504 condominium units.  The developer asking the city to designate the site as a special sign district in order to legalize the billboards, which would not be allowed under current city sign codes.

To read the Draft Environmental Impact Report on the project, go here.  For a Daily News article on the project:  Questions surround proposed Panorama mall, condos.

Dennis Hathaway

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