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Hollywood Bowl to offer naming rights for major donors

Supervisor Zev Yaroslavsky says the naming plan 'could raise a good sum of money without relying on the taxpayer dime.'

March 06, 2013|By David Ng
  • Select areas of the Hollywood Bowl will be offered for naming rights to major donors under a new plan by the Los Angeles Philharmonic.
Select areas of the Hollywood Bowl will be offered for naming rights to major… (Jay L. Clendenin / Los Angeles…)

If you have the money and the desire, certain parts of the Hollywood Bowl can be renamed after you and your loved ones under a new plan from the Los Angeles Philharmonic.

The orchestra received approval from the L.A. County Board of Supervisors on Tuesday to pursue a plan that would allow the selling of naming rights for certain sections of the historic outdoor music venue.

Money raised from the naming rights would go toward improvements to the Bowl's infrastructure.

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The orchestra shell and the Bowl itself will not be renamed. But the L.A. Philharmonic is planning to offer other parts of the venue, such as the mainstage and the box office plaza, for naming rights, according to the orchestra's plan that was submitted to the board of supervisors.

Zev Yaroslavsky, supervisor of the 3rd District, said in an interview that the naming plan "could raise a good sum of money [for the Bowl] without relying on the taxpayer dime."

He said the signage that will bear the donors' names will be tasteful and understated like it is at Walt Disney Concert Hall.

"This will allow the Philharmonic and the Bowl to be at the cutting edge for the next several generations," Yaroslavsky said.

The L.A. Philharmonic said in its plan that possible donors include corporations, foundations, high net-worth individuals and other supporters from the orchestra's board of directors. The orchestra said it would target around 100 donors.

Leaders at the L.A. Philharmonic were not immediately available for comment. The Bowl is owned by the county and is jointly managed with the orchestra.

On Tuesday, the board of supervisors approved a separate measure to fund $450,000 to improve outdoor furniture at the Bowl, including the tables in the picnic areas. The money is coming from Yaroslavsky's district.

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