Hollywood Bowl to Offer Naming Rights for Donors

The Los Angeles Philharmonic Association is planning to offer naming rights to parts of the Hollywood Bowl, under a resolution approved by the Board of Supervisors Tuesday.

Major donors will not be allowed to put their name on the Bowl shell, and the amphitheater itself remains the Hollywood Bowl. But possible areas for special donor signage include the box office plaza, the main stage, the conductor's suite, a proposed wine bar and several other architectural features of the iconic property.

The money, expected to be raised from a "select group" of corporate, foundation, high-net-worth individuals and other supporters, will go to pay for capital improvements. The Philharmonic Association anticipates reaching out to about 100 potential donors.

"The amount of a gift required to secure naming rights is relative to the size, scale and visibility of the space to be named," according to documentation provided to the board. "Modest" naming opportunities may be developed to recognize gifts in the five-figure range, but the size of major gifts for bigger opportunities was not specified.

The terms of naming rights will be negotiated on a case-by-case basis.

Fundraising under the plan is expected to go on for several years in advance of the Hollywood Bowl's centennial in 2021.

The board also approved $450,000 to refurbish outdoor furniture at the Bowl.