Tag: Academy of Motion Picture Arts and Sciences

Coming Soon to a Courtroom Near You: The Academy Museum

~ Editor

Coming Soon to a Courtroom Near You:

The Academy Museum

A message from James O’Sullivan, MMRA President

On May 6, the City’s Planning Department recommendations on the Academy Museum project were released.  As expected, the department declared that everything is fine with the project and you – the community groups and Neighborhood Council – have absolutely no idea what you are talking about. The traffic created by the project is fine. The inadequate parking is fine. The digital sign district is fine… Everything is just fine!

Of course, it is the Planning Department that’s wrong and they’ve now guaranteed that one more case will join the courthouse queue, attempting to force the City to obey its own rules.

A few weeks ago, I felt a bit of hope – guarded, of course – after a meeting with members of the Academy Museum team, including Managing Director Bill Kramer and attorney Bill Delvac. I told them there was support in the community for the museum but not for the attached 1000-seat special event center [illustration below]. I made the argument that people have been waiting many years for a motion picture museum and it was within reach if they could abandon the event center. There would still be traffic and parking issues with the 5,000 visitors a day, but I believed we could find a solution and I made several suggestions to get the ball rolling.

Since its inception in 1983 the Miracle Mile Residential Association has been making good deals that work for the neighborhood and developer alike. We have always practiced the art of compromise. Kramer and Delvac said they would get back to me, but they never did. That’s too bad because there was a deal to be made by people of good faith. Now there is only the legal route.

I hope that everyone reading this who had concerns about the impacts of the Academy Museum on our communities understands that the City really doesn’t care what you think. Our elected officials loudly profess to value you at election time, but otherwise they do whatever they want – and then dare you to stop them.

There are good people who work at City Hall – but their reasonable voices are drowned out by the “go along to get along” mantra of the Wizards of Spring Street. When Los Angeles residents raise their voices to object to a project they are politely thanked for their comments and the project is routinely blessed with the magic words that sweeps all of our objections under the rug, “No significant impact.”

That is what the Academy purchased with the million dollars they spent lobbying City Hall: the City’s Good Housekeeping seal of approval.

The Planning Department’s recommendations are cause for celebration for all those supporting the Academy Museum and its special events center – but that feeling will be fleeting. Sooner or later they will be on the other side of the argument and they won’t know what hit them. Every neighborhood in this city is prey to overdevelopment, traffic intrusion, and infrastructure on the brink of collapse. The boosters of the Academy Museum will find themselves in our shoes one day, battling some gargantuan project that will dramatically impact their own neighborhoods.

They too will learn what “no significant impact” means. It is not a merely a technical phrase for grading a particular aspect of a project, it is also an apt description for the effect that the concerns of the residents have on City Hall.

The courtroom is now the only forum where the residents of Los Angeles are having a significant impact. The City has lost case after case: the 2012 Hollywood Community Plan Update was rescinded; construction was halted on a Target Store at Sunset and Western; the CIM Group high rise on Sunset had its occupancy certificate revoked and its tenants evicted; and recently a judge ordered a re-do of the Environmental Impact Report for the Millennium skyscrapers surrounding Capitol Records.

So, don’t be surprised when you see the Academy Museum project on that roster, too.

For additional information:

Los Angeles Department of City Planning: Academy Museum Recommendation Report

Park La Brea News/Beverly Press, 4/16/15: Mid-City West Nixes Museum’s Sphere

First Academy Museum Public Hearing Held

~ Editor


First Academy Museum Public Hearing Held

MMRA Protests Digital Sign District, Special Events Center,
and Lack of Parking

On March 16, 2015 the first public hearing on the proposed Academy Museum of Motion Pictures and special events center was held at City Hall. Hearing Officer Luciralia Ibarra took public testimony on the many zone changes, variances, and special approvals the Academy of Motion Picture Arts and Sciences is seeking. The new museum and events venue will transform the former May Co. at the northeast corner of Wilshire Boulevard and Fairfax Avenue.

The Miracle Mile Residential Association [MMRA] supports readapting the May Co. building for use as a motion picture museum. However, we strongly oppose the Academy’s request for the creation of a digital sign district, which circumvents the hard-won guidelines of the Miracle Mile Community Design Overlay District and will convert the historic landmark into an electronic billboard. We also oppose the demolition of one-third of the historic building to make room for an adjoining 1,000-seat theater that will be heavily promoted for celebrity premieres, screenings, and large events.

Architectural critics have described the project as “a special events center masquerading as a museum.” The array of variances, zoning changes, and conditional use permits requested by the Academy lends credence to this charge: How many museums require catering facilities to host private affairs for 1,350 people? Or rooftop terraces seating 800 people? Or their very own digital sign district?

Some museum experts predict that the new museum will attract a million or more visitors per year – yet the Academy is unwilling to build any new off-street parking for the project. They maintain that the adjacent Los Angeles County Museum of Art has ample parking to spare. Residents of the Miracle Mile find this ludicrous. Visitors to LACMA frequently park on nearby residential streets when LACMA’s underground garage and/or Spaulding Avenue parking lot are full (or just to avoid paying for parking). The idea that a million new visitors to the Academy Museum will not create parking intrusions into the Miracle Mile defies common sense.

MMRA President James O’Sullivan submitted detailed written arguments against granting the approvals and zoning changes. He attended the hearing with MMRA Vice Presidents Alice Cassidy and Ken Hixon, who voiced their opposition to the project as proposed. Cassidy questioned the public benefit of a special events center intended principally to host private events.

Carthay Circle Homeowners Association and Beverly Wilshire Homes also had representatives at the hearing to express their opposition to the project.

[Top image courtesy of A.M.P.A.S.]

For additional information:

City of Los Angeles, Depart of City Planning: Academy of Motion Pictures, Arts, and Science Museum Notice of Public Hearing

Miracle Mile Residential Association: Position Statement Prepared by James O’Sullivan for Academy Museum Zoning Administrator Hearing, March 16, 2015

Transcript: Zoning Administrator Hearing on Academy Museum Project, March 16, 2015

How to Dress for the Oscars • Commentary by Greg Goldin

~ Editor

From the MMRA Newsletter, March 15, 2014:

How to Dress for the Oscars
by Greg Goldin

One of the most pressing issues facing the Miracle Mile is the Academy’s plea to bend the City’s rules to permit its new museum to dress the exterior of the historic May Company building in a combination of digital signs, banners, and super-graphics. As spelled out in the Academy’s Final Environmental Impact Report (FEIR), the iconic Art Deco landmark will be transformed into a massive billboard, incessantly selling Hollywood from all four sides of its limestone façade, from the sidewalk to the roof.

The Academy, it seems, regards one of Los Angeles’s most beloved buildings as little more than a table rasa for hyping Hollywood. All told, the Academy has announced a total of 21,722 square‐feet of signs – and more to follow on the exterior of the theater it plans to build behind the May Company. Remarkably, even the building’s most famous feature, the gold-leaf “perfume bottle” at the corner of Wilshire and Fairfax, will be defaced, draped in a 63-foot tall Oscar statuette silhouette.

Normally, it would be impossible for the Academy to even contemplate this kind of signage. Landmarked buildings are designated landmarks for a reason: to ensure the continued existence of their architectural and artistic merits. The Academy is working quietly, behind the scenes, to convince the guardians of our cultural heritage – notably, the Los Angeles Conservancy – who thus far are not pleased with the museum’s proposed signage.

But the Academy has, it seems, gained one key ally: LACMA. Before it could even think about applying for the creation of a Sign District – the City’s official designation for L.A. Live-style super graphics and kinetic billboards – they needed a minimum of a 3-acre building site. Their lease with LACMA only provided 2.2-acres. According to the FEIR, LACMA came to the rescue, agreeing to “lend” the missing 0.8 acres “immediately north of the Project Site for a total area of 3 acres.”  No LACMA loan, no Sign District – leaving the May Company, which the Conservancy calls “the grandest example of Streamline Moderne remaining in Los Angeles,” close to its 1939 original.

Click on map to enlarge.

Boundaries of the “North Lawn” show park space eclipsed by the .8-acre parcel LACMA is lending the Academy Museum to meet the minimum required 3 acres for a Sign District.

Shortly before press time, the MMRA asked LACMA director Michael Govan a few questions about the art museum’s agreement to lend the Academy the additional land to qualify for the creation of a Sign District. As yet, Mr. Govan has not had the opportunity to reply – and we, of course, welcome his views.  Here’s what we’d like to know from LACMA:

  • Does LACMA have any concerns about the extensive signage that would wrap the historic May Company building? Have they expressed these concerns to the Academy and the City?
  • LACMA originally committed (at the time Ogden Drive between Wilshire and Sixth Street was vacated to make way for the Broad Contemporary Art Museum and the Resnick Pavilion) to keep the May Company building unaltered. How does the Sign District comply with this earlier pledge?
  • According to the FEIR, the Academy will use that additional .8 acres for even more, as yet undisclosed, signage.  Does LACMA approve of this use on its parkland adjacent to Levitated Mass and the Resnick?

What follows are three illustrations submitted by the Academy’s architect, Renzo Piano, depicting the signs that will festoon the May Company building if the Sign District is approved.

Click on illustration to enlarge.

As seen by a pedestrian or driver going west on Wilshire Boulevard, both corners of the May Company building will become massive signs, 38 feet high by 44 feet wide.


Click on illustration to enlarge.

Along Wilshire Boulevard, at ground level, the old display windows will be filled with digital signs, the pediment above the canopy transformed with a “branding” banner, the eastern corner subsumed beneath yet another huge piece of polychrome plastic, and the golden mosaic blanched with the outline of world’s best-known trophy (barely visible in this rendering but clearly visible in the next, below).

Click on illustration to enlarge.

The full effect of banners, digital displays, and the Oscar statuette, can be seen in this last rendering.  The Art Deco masterpiece is now ready for its close-up!

For additional information:

Academy Museum Final Environmental Impact Report: Academy Supplemental Sign Report

Academy Museum Final Environmental Impact Report: Sign District; Resnick North Lawn Easement

 Greg Goldin is the coauthor of Never Built Los Angeles and a curator at the A+D Museum. From 1999 to 2012, he was the architecture critic at Los Angeles Magazine. He is a longtime resident of the Miracle Mile and was featured in the MMRA Channel’s YouTube presentation: “The Miracle Mile in Three Tenses: Past, Present, and Future.” Greg is an occasional contributor to this newsletter; “LACMA’s Billion Dollar Debt (and Michael Govan’s Very Good Day)” appeared in the November 2014 edition.

LACMA’s Billion Dollar Debt

~ Editor ~ 1 Comment

[Miracle Mile Residential Association Newsletter, November 2014;] 

LACMA’s Billion Dollar Debt 

(and Michael Govan’s Very Good Day)

Commentary by Greg Goldin

 

Supervisor Ridley-Thomas: Is this Michael Govan Day in L.A. or what? We’re trying to figure that out. Did you know what today was?

Michael Govan: That today was?

Supervisor Ridley-Thomas: Yeah, Michael Govan Day in the city, in the county of Los Angeles? Did you know that? It is. Thank you.

Michael Govan: Thank you.

– November 5, 2014 Meeting, Los Angeles County Board of Supervisors

On November 5, LACMA’s plan to build a new museum that would span Wilshire Boulevard got its first enormous contribution. To help kick off the Museum’s fundraising campaign to build the proposed Peter Zumthor building, the Los Angeles County Board of Supervisors opened the public treasury and signed a check for $125 million. The gift, hailed as proof of the county’s commitment to art and culture, whizzed through on a unanimous vote, but it seems neither the supervisors, nor the reporters present that day, had read the fine print. The colossal sum was not nearly enough, it turns out, to get the ball rolling on the Swiss architect’s $600 million (and-climbing) oozing mega-structure. So, the Supervisors agreed to kick in another $300 million – this in the form of a government-issued bond to be repaid over 30 years by LACMA’s patrons and donors.

Even for the multi-billion dollar county, $425 million is a pile of money.  One would have hoped that the self-avowed fiscal conservatives on the board – among them, the socially liberal but financially prudent Zev Yaroslavsky – might have questioned how the money would be repaid and what the citizens are getting in return.  Yet, to hear the string of fulsome remarks by the Supervisors themselves [see link below], the mere appearance of LACMA chief Michael Govan was sufficient recompense for the public’s investment. One of the fawning Supervisors declared it “Michael Govan Day” – only to be told that such a decree violated the state’s Brown Act, and thus had to be withdrawn. LACMA’s imperial and expansionist dreams, it seems, justify the taxpayers’ gifts and loans without inquiry, investigation, or a single note of caution.

Some math is useful here. The County’s Chief Executive Officer, William T. Fujioka, laid the facts out to the Supervisors in his November 5 report. The citizens of Los Angeles county will donate $125 million to LACMA – a gift that will ultimately cost the county $10 million a year for fifteen years, topping out at $150 million. That’s the money that made the headlines. Since LACMA can’t raise the remaining $475 million in construction funds fast enough, the county has agreed to step up, to “provide adequate and timely funding for the proposed Project during its eight year delivery schedule.” That’s the $300 million bond, which will saddle LACMA with new debt of $18 million a year – adding up to $540 million over the 30-year lifetime of the loan. And that assumes the price tag for Zumthor’s creation will actually be $600 million. There are many independent estimates that put the figure at closer to $1 billion. Will the county close that gap, too?

If the past is prologue, there is ample reason to question the soundness of these arrangements. As the Supervisors know well, LACMA is already burdened with debt, and those debts have forced the Museum to compromise recent plans, to the public’s detriment.

The story begins in 2001 when LACMA undertook “Transformation,” its self-proclaimed plan to march west toward the May Co. building. For $50 million, that landmark was going to be refurbished to add 20,000 square feet of gallery space, renew the Boone children’s gallery, and carve out office space for staff. But the money had to be diverted because Museum Associates, which runs LACMA, couldn’t repay the $383 million debt it had amassed to build the Broad Contemporary Art Museum and the Reznick Pavilion. During the deepening recession, LACMA couldn’t bear the costs of restoring the May Co. while shelling out $15 million a year for the debt service for the BCAM and the Reznick. Thus, the May Co. renovation was jettisoned.

While everyone’s attention was focused on the delivery of Michael Heizer’s very large rock, LACMA’s finances were sinking like one. Its debt was nearly twice as large as New York’s Metropolitan Museum of Art and almost $100 million more than the Museum of Modern Art. The viziers on Wall Street weren’t as easily diverted by the “levitated” spectacle as the citizens and their elected representatives were. The Museum’s bond rating, then perilously close to a default, was downgraded, which put the institution in the unfortunate position of having to find a way to re-leverage itself.

The answer came when a seemingly friendly marriage was arranged between the Motion Picture Academy of Arts and Sciences (which had failed more times than can be recounted to open a museum) and LACMA. The Academy agreed to an up-front payment of $36.1 million to lease the 300,000 square-foot May Co. building and a chunk of real estate along its backside for the next 110 years. The Academy would get a museum and LACMA was free to reschedule its debts. For the Academy, it was a sweetheart deal; for the public, not so. The Academy paid the pitiable sum of ninety-two cents per square foot in virtual perpetuity, when the cost of much less glorious and valuable space across the street on Wilshire is four dollars a square foot and climbing. Govan told the Los Angeles Times in June of this year, “The idea was not to haggle, not to make an issue of money; whatever was fair was fair.”

The difference between market rents and this no fuss, no mess deal comes directly out of the taxpayer’s pockets, since the County already furnishes LACMA with $30 million a year in operating costs. In effect, the County is now subsidizing the Academy, one of the richest institutions – with access to seemingly unlimited Hollywood money – in the universe.

All disappointing evidence that LACMA lacks fiscal accountability. Now it is proposed that in addition to its current annual tab of $15 million in debt service, another $18 million be heaped on. For the foreseeable future, LACMA would be more than $1 billion in debt. What will this staggering sum mean to the County when the next recession hits?

And, while everyone agrees that public subsidies for the largest encyclopedic museum west of the Mississippi are worthy, shouldn’t forking over $690 million (the real price of the debt repayment) have some steely strings attached. For example, who will own the new Museum if it ever gets built? Will County negotiators extract a guarantee that LACMA have free admission when the new building opens? (The Hammer, in Westwood, is now free, and the new Broad Museum, in downtown, will be as well when it opens in fall 2015.) And, at long last, will the public be given seats on the Museum’s Board of Trustees – that exclusive, self-anointing body of the super-rich who govern LACMA?

Even if Museum director Michael Govan’s plan melts into the tar that Peter Zumthor says inspired his design, these questions will remain. If the Los Angeles County Museum of Art  – whose very name embodies its public heritage – is to be a truly civic institution, then what better time that now, on the brink of its receiving more than a half a billion dollars from taxpayers, to ask for genuine accountability and a place at the table for its true stakeholders?

Michael Govan photo courtesy of Aaron Salcido, Zócalo Public Square; Zumthor LACMA model courtesy of Los Angeles Times (© Atelier Peter Zumthor & Partner); Levitated Mass photo courtesy of Jen Pollack Bianco, My Life’s a Trip.

Sources:

County of Los Angeles, Chief Executive Office: Museum of Art: Proposed East Campus Replacement Building Project Approval of Financing Concept and Funding for Preliminary Design and Planning Activities

November 5, 2014, Meeting of the Los Angeles County Board of Supervisors: Transcript

San Gabriel Valley Tribune (3/14/13): Tim Rutten: Financial questions need answers before LACMA swallows MOCA

Los Angeles Times (6/2/14): Film Academy to pay LACMA $36.1 million for movie museum lease

For additional information:

Los Angeles Times (11/6/14); L.A. County supervisors embrace LACMA’s financing plan for makeover

Greg Goldin is the coauthor of Never Built Los Angeles and a curator at the A+D Museum. From 1999 to 2012, he was the architecture critic at Los Angeles Magazine. He is a longtime resident of the Miracle Mile and was featured in the MMRA Channel’s YouTube presentation: “The Miracle Mile in Three Tenses: Past, Present, and Future.” Greg is an occasional contributor to this newsletter; “LACMA: The Sky’s the Limit” appeared in the August 2014 edition.