Inflatable Signs Become Debatable

Michelle Meyer loves all the quirks and perks that come with living and driving in Los Angeles. She enjoys the views of Art Deco buildings, the local mountains and even the inflated dinosaur she passes every day on Corbin Avenue.

But Gorgo, the mean, green advertising machine that sits atop Autoworld Kia in Northridge--and others of his inflatable ilk--should become extinct, city officials say.

They say the blowup behemoths, hoisted by local businesses as advertising gimmicks, look tacky and might even be dangerous if improperly anchored.

But Meyer takes issue with that.

“The L.A. City Council has some nerve calling balloons tacky,” said Meyer. “Have they taken a look at Hollywood recently?”

The council asked the city attorney’s office last week to draft an ordinance to prohibit the use of inflatable advertising figures, signs and giant balloons.

“They cause visual blight,” said Richard Holguin, executive director of the city’s Department of Building and Safety. “Nobody likes these signs except the guys who make them or put them up.”

The ban would be part of a proposed wider sign ordinance suggested by the city’s Public Safety Committee, headed by Councilwoman Laura Chick.

Travis Larsen, manager of Autoworld Kia, says customer traffic at his car lot is up since Gorgo, a 20-foot dinosaur, appeared four months ago.

“He’s definitely given us more visibility,” Larsen said. “But I think this is just another bogus law to try to drag down businesses in Los Angeles.”

The proposed ordinance would hurt businesses across the city, said Adam Melendez, owner of Creatable Inflatables in Whittier. He said that 60% to 70% of the inflated advertisements he creates are for Los Angeles businesses.

“Inflatable signs are definitely more pleasing to the eye than regular billboards,” said Melendez, who employs 35 people. “Balloon ads only make up a fraction of the advertising in L.A. anyway, so I don’t see the harm.”

He said he sells giant balloons for about $6,000 or rents them at $2,000 a month, but fears that his 15-year-old company will sink if the ordinance passes.

In response to the proposed measure, Melendez said he will hoist a balloon Wednesday in front of his business stating, “Don’t Burst My Bubble or I’m in Trouble.”

Some local residents think the balloons are an eyesore, and wouldn’t mind seeing them go.

“They are kind of tacky when you take a good look at them,” said Beth Polanco, of Northridge. “If it helps the city look better, then I say go ahead with it.”

Others say that the proposed law is trivial and that city officials should focus their energy elsewhere.

“The city should work on more important issues like education rather than worrying about balloons,” said Rebecca McGrath of Woodland Hills. “I think it’s pretty ridiculous.”

Businesses must apply for a city permit to use inflated advertisements, but Melendez said a better idea than an outright ban would be for the city to regulate when businesses may use them.