The Fading Glory and the Push for Hollywood Sign Restoration
Perched atop Mount Lee, the Hollywood sign has long stood as a symbol of dreams, stardom, and the magic of American cinema. But by the 1970s, the landmark was crumbling, prompting a movement for Hollywood sign restoration. Originally built in 1923 as an advertisement for a real estate project called “Hollywoodland,” the sign featured 13 massive letters and thousands of light bulbs. Though never intended to endure, it evolved into one of America’s most iconic cultural symbols.
Over time, the sign transcended its marketing origins. As Hollywood became synonymous with the film industry, the sign endured—albeit battered by storms, vandalism, and neglect. By 1949, the final four letters were removed, and “Hollywood” alone remained. However, decades of wear left the structure barely standing.
The Collapse of a Landmark and the Restoration Campaign
In the 1970s, time caught up with the sign. Severe weather and a lack of maintenance reduced the once-majestic landmark to a sad shadow of itself. Several letters had collapsed or were missing parts. One especially stormy season left it reading “HuLLYWO D.”
This dilapidated state caught the attention of rock icon Alice Cooper. During a 1978 interview, he lamented the fact that no one seemed willing to rescue the landmark. Initially thinking a benefit concert might raise enough money, Cooper later learned the structure was beyond repair. Restoring it would cost far more—it would need to be entirely rebuilt using steel columns anchored into concrete to survive the harsh hillside environment.
Launching the Hollywood Sign Restoration Campaign
The restoration cost was estimated at $250,000, a hefty sum for the time. That same year, the Hollywood Chamber of Commerce launched the “Save the Sign” campaign. Cooper was the first celebrity to step forward, pledging $27,000 to sponsor the letter ‘O’ in honor of his friend Groucho Marx, who had recently passed away.
His involvement inspired other icons to contribute. Andy Williams, Gene Autry, and Warner Brothers were among those who sponsored individual letters. Playboy founder Hugh Hefner hosted a glamorous fundraiser at his mansion, rallying even more support. Their efforts ultimately succeeded, leading to the construction of a brand-new, fortified version of the iconic sign.
Hollywood’s Symbol Reinvented
By the end of 1978, a new 450-foot-long Hollywood sign, weighing 240 tons, stood proudly on Mount Lee. Built to endure the elements, it quickly reclaimed its place as the crown jewel of Los Angeles. Alice Cooper’s initiative and passion not only preserved a symbol but sparked a broader movement for Hollywood sign restoration, ensuring its legacy would endure for future generations.
Today, the Hollywood sign is more than just a marker—it’s a monument to resilience, reinvention, and cultural legacy. It frequently appears in movies, TV shows, and pop culture references. It’s also been humorously altered many times: to “HOLLYWeeD” in 1976 and 2017, “HOLYWOOD” during the Pope’s 1987 visit, and “OLLYWOOD” in response to political events. Each transformation reflects a chapter of contemporary history, filtered through the lens of Los Angeles.
A Monument of Entertainment History
The Hollywood sign has become more than a landmark. It represents both the aspiration and the illusion of fame. Its preservation, thanks to Alice Cooper and a host of cultural figures, reminds us that symbols matter. They tell stories—of cities, industries, and people who shape them.
What once was a short-lived billboard is now an eternal beacon of cinematic ambition, largely because a rock star decided it was worth saving.
