Hermosa Beach Council opposes county lifeguard-tower advertising, approves letter to Coastal Commission

Hermosa Beach’s City Council voted to send a letter to the California Coastal Commission opposing Los Angeles County Fire’s application (No. 5020981) to expand commercial advertising on county-owned lifeguard towers, saying the proposal would commercialize a public coastal asset and could conflict with an existing 1997 beach maintenance agreement.

The vote, taken after staff outlined the scope of the county’s after-the-fact request, was 4–1 in favor of sending the letter. Council members expressed concern about the size and placement of the new advertisements, the lack of prior Coastal Commission approval, and the effect on the city’s waterfront aesthetic.

The council’s letter objects in principle to increased advertising on the towers and asks the Coastal Commission to consider Hermosa Beach’s interests as staff and county officials continue conversations. Several residents urged the council to oppose the ads at public comment, saying the painted and advertised towers harm the beach’s visual character and that the county failed to obtain proper permits. One caller, Kent Allen, urged the city to restore towers to the traditional blue color.

City staff said the county’s filing seeks an amendment to an assumed underlying permit; staff has not yet located the original permit in county records. The staff report cited a 1997 beach maintenance agreement between the city and Los Angeles County and noted that the agreement’s language limits “direct solicitation” on the towers — a point city attorneys said could be raised with the county and the Coastal Commission.

Council discussion focused on two practical points: 1) the city’s desire to register an official objection now so its position is on the record while Coastal Commission staff and county staff consult, and 2) the possibility that Coastal Commission staff and the county could resolve technical details without requiring a full hearing. Council members also asked staff to monitor whether the Coastal Commission schedules the county’s application for a hearing and to pursue conversations with commission staff about removing unauthorized advertising while the application is resolved.

The council approved the staff recommendation to send the letter by roll call vote: Councilmember Francois — yes; Councilmember Keegan — no; Councilmember Jackson — aye; Mayor Pro Tem DeToy — aye; Mayor Rob Seaman — yes. The council asked staff to track any Coastal Commission schedule and to report back if the item is agendized.

What happened next: Councilmembers and several public speakers encouraged staff to press the Coastal Commission to address the after-the-fact status of the advertising and to seek removal or modification if the county cannot justify the expanded signage. Council also heard from staff that county and commission staff were engaged in discussions and that a resolution could be forthcoming from the county to address concerns. The council did not authorize any code change or regulatory action; the vote approved sending the opposition letter only.