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Strategic Plan


HOLLYWOOD: Where Experiences Exceed Expectations


To enhance the appeal, vitality, and well-being of the Hollywood community from the ground up.


On September 19, 2019, the board of directors for the Hollywood Property Owners Alliance (the governing body for the Hollywood Entertainment District BID), approved “Hollywood in Focus,” a strategic plan that aligns priorities of the organization with the HED’s evolving landscape and most pressing needs. The plan approval was the culmination of a months-long process that involved stakeholder participation with assistance from a real estate economics and planning firm, PUMA (Progressive Urban Management Associates) and the ad-hoc Strategic Planning Committee in addition to the entire board of directors.

The plan establishes four key goals, each including measurable objectives needed to obtain the goal, followed by specific tactics to accomplish the objectives.

GOAL 1: Establish and maintain a consistently high standard of cleanliness, hospitality and safety (Place Management Programs and Services)

GOAL 2: Enhance and beautify the public realm to create a positive and memorable Hollywood experience (Place Enhancement)

GOAL 3: Create meaningful opportunities to convene and connect with Hollywood's diverse community (Stakeholder Engagement)

GOAL 4: Become the local market expert to advance and advocate for Hollywood's economic interests (Advocacy and Economic Development)

The plan also addresses the organizational structure, and includes two fundamental changes to the organization in order to accomplish its goals. Those are adjusting the organizational structure to enable diversified funding sources, and adding staff capacity to delivery on the new and enhanced service areas. Additionally, it aligns the board’s committee structure with each of the four goals and clearly balances board and staff roles moving forward.

Click here to download “Hollywood in Focus” – the HP’s Strategic Plan

Strategic Planning Committee

  • Monica Yamada – CIM Group, Committee Chair
  • David Gajda – Hollywood Media Center
  • Chase Gordon – Gordon California Properties
  • Brian Folb – Paramount Contractors & Developers
  • Larry Wilkes – Related
  • Katie Zandona – Vice Chair; Ullman Investments