MarketOvation Hollywood
Company Profile

Ovation Hollywood

Ovation Hollywood is a shopping center and entertainment complex at the intersection of Hollywood Boulevard and Highland Avenue in the Hollywood neighborhood of Los Angeles, California, United States.

Site history
The site was the location of the 1902 Hollywood Hotel, in which many celebrities stayed in the early days of Hollywood. The hotel was demolished in August 1956 and, despite initial plans for a high-rise hotel and a department store on the site, it was replaced by the twelve-story First Federal Building of the First Federal Savings & Loan Association of Hollywood; a shopping center; and parking lots. These stood until 1998. ==Redevelopment==
Redevelopment
Developed by TrizecHahn and with funds from the Community Redevelopment Agency, the complex opened as Hollywood & Highland after three years of construction in November 2001. The project was an example of joint development, in which a public agency leases the right to develop a parcel in exchange for improvements to the property, in this case, an enhanced portal to the Hollywood/Highland Metro B Line station and a 3,000 space underground parking lot. TrizecHahn leased of Los Angeles County Metropolitan Transportation Authority land for 55 years at a rate of $492,000 per year (with additional increases added every five years based on the Consumer Price Index) and four 11-year optional extensions. Leading up to the construction of the development the City of Los Angeles was persuaded, through its Community Redevelopment Agency (CRA), to contribute at least $90 million in 1998 toward the site's initial construction. This was in addition to the costs of constructing the Red Line subway station below the mall. Trizec Properties sold its interest in the development for over $200 million in 2004 to CIM Group. CIM rebranded Hollywood & Highland and repositioned the center with higher-end tenants. In 2005, the center underwent renovations to add additional features such as escalators leading visitors from Hollywood Boulevard directly to the third floor of the central courtyard, new signage, and new stores. In 2019, real estate investment firms DJM Capital Partners, Inc. and Gaw Capital partnered and purchased the mall for $325 million. They announced plans for a major renovation to include both rebranding and upgrading the retail levels and courtyard, adding office space in the upper floors, and removal of the Babylon themed decor. The renovations on this complex began work in 2020. The renovated complex was then renamed and rebranded to Ovation Hollywood in 2022. ==Controversy and criticism==
Controversy and criticism
The complex opened in 2001 with a conditional use permit that enabled, among other things, for the center to have special exemptions of Los Angeles billboard ordinances. Despite objections of some residents and neighbors, in 2002 this agreement was amended and extended for an additional 20 years. L.A. City Councilman Eric Garcetti, who then represented the Hollywood-area district and was elected mayor in 2013, supported extending this special permit. The design of the center has been criticized by multiple reporters and journalists. In 2007, Curbed L.A., an online magazine, named Hollywood & Highland the "winner" of their Ugliest Building in Los Angeles contest. In selecting Hollywood & Highland, they cited its aesthetics, pedestrian unfriendliness (including the lack of storefronts on the side facing Highland Ave.), confusing circulation, and "mish-mash of architectural styles". ==Impact==
Impact
The center played a significant role in attracting development to other parts of Hollywood Boulevard. The TV Guide Hollywood Center (formerly owned by CIM Group) across the street reconstructed the ground floor and has attracted new tenants. ==References==
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