Sometimes even an icon needs a facelift! The City of West Hollywood's legendary Sunset Boulevard, one of the most famous streets in the world, is undergoing major roadway and infrastructure improvements as part of the Sunset Strip Beautification Project. The City of West Hollywood, Sunset Strip Business Association and Gibson will hold a Groundbreaking Ceremony for the Sunset Strip Beautification Project on Wednesday, January 20, 2010 from 11 a.m. to 12 p.m. at Whisky A Go-Go, 8901 Sunset Boulevard in West Hollywood.

Gibson Guitar artists and friends of the Sunset Strip Billy Morrison (THE CULT and CAMP FREDDY) and Zakk Wylde (BLACK LABEL SOCIETY) will join members of the West Hollywood City Council and Sunset Strip business leaders in the Groundbreaking Ceremony. Others scheduled to participate include Mikeal Maglieri, President of the Sunset Strip Business Association, and Nic Adler, Sunset Strip Music Festival organizer.

The six-month improvement project will include roadway resurfacing with rubberized asphalt; replacement of broken and damaged sidewalks; traffic signal upgrades; newly-landscaped medians; creation of flowering tree districts; sidewalk widening at Sunset Plaza; and pedestrian enhancements.

The Sunset Strip Beautification Project marks the first time the roadway along Sunset Boulevard has been repaved since the street was converted from a dirt road to an asphalt street in the late 1930s, more than 75 years ago. The Sunset Strip is one of the most heavily-travelled streets in Southern California.

"We are thrilled to begin this important beautification project on the world-famous Sunset Strip," said West Hollywood Mayor Abbe Land. "It is important to us to make this kind of investment to improve an area of our city that is iconic. Once completed, these improvements will make it easier to access all that we love about The Sunset Strip, including our wonderful businesses and entertainment venues. This project will bring even more energy and excitement to the legendary Sunset Strip."

"The Sunset Strip is one of the most visited tourist attractions in all of California. It is the economic engine of West Hollywood where premiere fashion, music, entertainment, dining and a unique history collide," said West Hollywood Mayor Pro Tempore John Heilman. "It is an honor that such a treasured historic and cultural icon is located in West Hollywood. The Sunset Strip Beautification Project is the realization of the City's vision to protect this extraordinary international destination. The Sunset Strip rocks!"

"The Sunset Strip has been at the epicenter of nightlife and entertainment since the current road was laid more than 75 years ago. This important construction project will create a marvelous new facelift for West Hollywood's internationally known Crown Jewel of Boulevards, ensuring its vitality for decades to come," said Councilmember Jeffrey Prang.

"The cleaner, greener enhancements that West Hollywood is giving The Sunset Strip will ensure its iconic status for decades to come," said Councilmember Lindsey Horvath. "With its award-winning hotels, legendary nightclubs, and exceptional restaurants, it is no wonder that The Sunset Strip remains one of the most sought-after vacation destinations in the world," said Councilmember Horvath.

The Sunset Strip Beautification Project will take place within the City of West Hollywood along the entire Sunset Boulevard, from the west City limit near Cory Avenue to the east City limit near Harper Avenue.

The project will be constructed in three separate phases which will each take approximately two months to complete.

* Phase I of the construction encompasses the eastern portion of Sunset Boulevard between Alta Loma Road and the City limit east of Harper Avenue.
* Phase II of the construction will be the western most section of Sunset Boulevard from the City limits west of Cory Avenue to San Vicente Boulevard.
* Phase III of the construction will be from San Vicente Boulevard to Alta Loma Road.

The estimated cost of the project is $5.4 million. The City of West Hollywood obtained some of the project's funding from the American Reinvestment and Recovery Act (ARRA) of 2009. West Hollywood's share of this disbursement is $1,105,000 and will be used to cover a portion of the construction costs for the Sunset Boulevard Beautification Project. The City will receive the Recovery Act funds on a reimbursement basis after the project completes construction.