Fighting Inflation

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 blow-up behemoths, hoisted by local businesses as advertising gimmicks, look tacky and might even be dangerous if improperly anchored.

“The L.A. City Council has some nerve calling balloons tacky,” said Meyer, 37, of Chatsworth. “Have they taken a look at Hollywood recently?”

The City 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 on inflatable advertisements would be part of a wider proposed sign ordinance suggested by the city’s Public Safety Committee Council, headed by Councilwoman Laura Chick. If approved, the new rules would also cut the window area that can be covered by temporary business signs from 25% to 10%.

Inflatable advertisements dot the Valley. A large soft-drink cup looms over a Del Taco in Northridge. A large, red, white and blue balloon rests atop Discount Mattress Depot in Woodland Hills. An inflated billboard notifies customers they’re at North Hollywood Toyota.

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

“He’s definitely given us more visibility,” Larsen said. “But I think this is jut 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 about 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,” Melendez said. “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 he fears that his 15-year-old company will sink if the ordinance passes.

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

Some local residents think the signs 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, 48, of Northridge. “If it helps the city look better, then I say go ahead with it.”

Others say 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, 42, of Woodland Hills. “I think it’s pretty ridiculous.”

Holguin said city officials were also concerned that some of these blowup billboards may not be anchored properly, giving them the potential to fly loose and cause damage or injuries. For now, businesses must apply for a city permit to use inflated advertisements.

Melendez said a better idea would be for the city to regulate times when businesses may use inflated advertisements, rather than ban them altogether.

“I want to work with the City Council to see if something can be done,” Melendez said. “It just feels like small businesses like mine are being targeted.”