DTLA Gets Varsity Letters
USC sign to crown iconic building
University of Southern California – Media Advisory
December 17, 2015
Contact: (213) 220-1806, email@example.com or firstname.lastname@example.org.
RSVP for rooftop access.
WHAT: Placement of USC logos facing east and west on top of a 32-story landmark office tower at Olive and 12th streets.
A Huey helicopter will raise six letters, two shields and supporting framework to the top of the tower in six successive flights, or lifts. Lift order, with west sign going first: “S,” “C” and framework; “U” and rest of framework; shield.
The letters weigh about 500 pounds each and stand 15 feet tall. The shield weighs 2,000 pounds and is 20 feet high.
The sign’s placement will give the tower a USC presence from top to bottom. USC earlier this year became the building’s largest tenant, leasing more than a quarter of the tower across multiple floors for several university units. The broadcast studios of Classical KUSC, one of the nation’s most popular classical music stations, occupy the basement.
WHEN: 8 a.m. Saturday, Dec. 19
WHERE: 1150 S. Olive St. Access to a nearby rooftop available for media who RSVP to email@example.com by 4 p.m. on Friday, Dec. 18.
WHY: The university has steadily increased the amount of space it rents in the building. In February, USC signed a new long-term lease with property owner LBA Realty that included the right to a building-top sign.
The lease expanded the university’s footprint within the two-building, mixed-use complex, providing additional office space for the USC Marshall School of Business, the USC Price School of Public Policy, the USC School of Social Work, the USC Viterbi School of Engineering and other university units.
MORE: USC has undergone a dramatic expansion over the past four years, with 2 million square feet of university-owned space added or nearing completion. The total includes 1.2 million square feet of USC Village, which will open in 2017.
The university rents more than 1.3 million square feet of office and laboratory space in Southern California, about 20 percent of it in the tower receiving the USC sign Saturday.
Originally designed by renowned architect William Pereira, the two-building, mixed-use complex is home to several other tenants, including Transamerica, Fox Sports, and the United Way of Southern California. Steelcase recently relocated its Los Angeles showcase to the property.
The LEED Platinum property is located in the South Park neighborhood of Downtown Los Angeles, which is experiencing a renaissance of new housing, retail and adaptive re-use development.
To view the original media advisory, click here.