Skift Take
Like Egypt's pyramids and New York's Statue of Liberty, Hollywood's sign will hold its status as a tourist draw for decades to come.
The Hollywood Sign, a world-renowned tourist attraction, reached its 100th anniversary this month. Destination marketers everywhere can be inspired by how the landmark evolved from a generic real-estate ad in December 1923 to the quintessential symbol of Los Angeles.
The sign wasn't made to be a landmark. When it was introduced, it read “Hollywoodland,” and was supposed to be a real estate promotion for merely 18 months.
“Even though it wasn't intended to be permanent, it has since become recognized as LA's global icon,” said Adam Burke, CEO and president of LA Tourism.
Today the Hollywood Sign Trust,