originally built in 1923 as an advertisement for the segregated “hollywoodland” real estate development in the surrounding hills, the sign was eventally left up due to popular demand & is now a los angeles historic cultural monument. the original sign was studded with thousands of lightbulbls, which flashed “holly” “wood” “land” on repeat. it wasn’t until 1948, when the hollywood chamber of commerce contracted with the city of los angeles parks department to maintain the sign, that the “land” section was removed to reflect the entire surrounding neighbourhood & not just the housing development.
in 1978 the formerly wood sign was rebuilt from steel after spending decades in disrepair. the campaign to restore the sign was led by playboy magazine founder hugh hefner, who donated money to the cause. the new sign was unveiled as part of a cbs television special commemorating the 75th anniversary of the incorporation of the city of hollywood.
it is now one of the most visited tourist attractions in los angeles.