Registered by Chamber of Commerce : Hollywood--Magical Name Is Now for Sale

In a world of glitter, even a nine-letter noun can be turned into gold.

The word is “Hollywood,” in the latest case, and the Hollywood Chamber of Commerce has gone so far as to register it with the California secretary of state’s office, which oversees all business registrations.

The chamber also registered the “Walk of Fame”--Hollywood’s starred sidewalk--and the design of the famous Hollywood sign overlooking the magic kingdom of show business.

In effect, the registrations mean that any company using the word “Hollywood” or a likeness of the sidewalk or sign in its advertising or design must first pay a fee to the Hollywood Chamber of Commerce.

The licensing program, which began nearly unnoticed 14 months ago, has netted the chamber $50,000 so far. Within a year, more than $300,000 worth of licensing fees are anticipated.

“The word ‘Hollywood’ is very salable. In the world there are only two words that never need to be translated; one is ‘OK’ and the other is ‘Hollywood,’ ” said Ed Lewis, the chamber’s vice president of sales and marketing.

The spark behind the program, Lewis said, is the power of the word.

“Hollywood,” more than, say, “Poughkeepsie” or “Columbus,” can lend a sparkle of glitter to a coffee mug, key chain, ashtray, sweat shirt, blue jeans or any of the 21 products that have been approved for licensing so far by the chamber.

“We’re only cracking down on things that have a negative reflection on Hollywood,” a chamber spokeswoman said. But, she said, “I’m not aware of anything we’ve turned down.”

Proceeds from the sale of the licensing rights are being used for a number of renovation projects sponsored by the chamber throughout Hollywood.

“Our initial goal is to complete the rehabilitation of the Walk of Fame, to repair stars that are cracked or broken, and to clean off any gum or dirt from them,” Lewis said.

The stars Lewis speaks of are not living people, but merely their names emblazoned on any of the 1,825 star-shaped designs on Hollywood Boulevard sidewalks.

In recent years, the boulevard has become a bit run down--some argue seedy--and splotches of gum and dirt have dotted stars of the likes of Marilyn Monroe, Clark Gable and James Stewart.

Lewis also is seeking offers from companies to market the “stars” of more than 125 celebrities, including Joan Collins, Burt Reynolds, Bob Hope and Charlton Heston, who have approved the use of their names for the chamber’s licensing program.

“If you think Burt Reynolds is fantastic, you could get a pair of blue jeans with his star on them,” Lewis said.

The right to use the symbols of Hollywood does not come cheap.

Lewis said the licensing fee is negotiable, depending upon whether the license is exclusive or non-exclusive. The fees range from 7% to 10% of the gross sales of the licensed product.

The chamber also requires a non-refundable fee paid in advance, ranging from $1,000 to $10,000 for each license.

The fees, though, are nothing compared to what the word “Hollywood” can mean on a piece of clothing, said George Weinbarg, vice president of Viola Park Designer Fashions.

‘Selling a World’

“The selling of fashion is more than nice clothes and good construction,” he said. “We’re selling a world that people want to live in, a world that people want to be a part of.”

This fall the New York fashion designer will debut a line of contemporary sportswear called “Hollywood Clothing.” Each article of clothing will feature a replica of the Hollywood sign as a logo.

Weinbarg said the designer’s marketing studies show that more than 70% of the nation’s consumers recognize the word “Hollywood” and react favorably to it.

‘The word “Hollywood” is very salable. In the world there are only two words that never need to be translated; one is “OK” and the other is “Hollywood.” ’

--Ed Lewis,

Hollywood Chamber of Commerce vice president of sales and marketing