Thursday, May 30, 2024

Long Beach wants to update the Belmont Shore sign—but not before hearing from you first


The long-loved Belmont Shore signage that has long welcomed guests is going to get updated in one capacity or another—with its original design remaining intact or an entirely new aesthetic welcoming residents and visitors depending on how the public responds to it via a City of Long Beach survey that will run until July 7.

Belmont Shore Header
Courtesy of the City of Long Beach.

The Belmont Shore Parking Commission has been conducting public meetings and proposals since June of last year to arrive at four options that include the original signage in its entirety, a play on the original signage, and two font-centric options.

The only certainty? Whichever the public decides to move forward with, the new sign will sit on a 20-foot pool at each end of the Shore, with one where 2nd Street meets Bay Shore Avenue and The Toledo and where 2nd meets Livingston Street and Quincy Avenue.

Belmont Shore 1

Option 1 is described by the commission as featuring a “prominent modern clean design with a backlit channel style letter scheme.  The modern take could allow for a smooth pole design and alternative letter coloring in the final design.  There is interest in using RGB LEDs within the sign to allow for a color changing with holidays or other events.”

Meanwhile, Option 2 “pays homage to the Art Deco period commonly used throughout Long Beach in the 1930s” with backlit lighting and the potential for colored lighting in the future.

Belmont Shore 2

Option 3 is likely the option most will immediately recognize: The classic, decades-old signage has long welcomed commuters, residents, shoppers, and vagabonds onto the sidewalks of the Shore.

Option 4—submitted by local artist Bob Senske—would “incorporates mixed materials” while paying homage to the original signage.

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To take the Belmont Shore Gateway Signage Project Survey, click here.

To request the survey in an alternative language, format, or to request a reasonable accommodation, please e-mail

Para solicitar esta información en un formato alternativo o para pedir una adaptación razonable, favor de comunicarse a través del correo electrónico.  

ដើម្បីស្នើសុំព័ត៌មាននេះ​ ក្នុងទម្រង់ផ្សេង ឬស្នើសុំតាមតម្រូវការសមរម្យណាមួយ សូមទាក់ទងអ៊ីមែល ឬលេខទូរស័ព្ទ ដែលបានចុះនៅលើបញ្ជី។  

Para maka-hiling ng impormasyon na ito sa isang alternatibong pormat o maka-hiling ng makatwirang akomodasyon, maaari pong kontakin ang email.

Brian Addison
Brian Addison
Brian Addison has been a writer, editor, and photographer for more than a decade, covering everything from food and culture to transportation and housing. In 2015, he was named Journalist of the Year by the Los Angeles Press Club and has since garnered 25 nominations and three additional wins. In 2019, he was awarded the Food/Culture Critic of the Year across any platform at the National Arts & Entertainment Journalism Awards.


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