Hollywood Commission directs staff to pursue countywide ‘Lead With Love’ mural project

Robin Vega, executive director of Business for the Arts of Broward, told the City Commission that the Lead With Love initiative will bring a series of large murals across Broward County painted by artist Sei/Se Adams and local collaborators. "We're asking the cities to contribute a wall that they would like to have painted in their city and a minimum of $10,000," Vega said, describing a typical mural budget of about $50,000–$60,000 that covers the artist, local assistants, materials, anti-graffiti coating and marketing.

Vega said the project aims to unify the county with a single message of "love," to commission nine murals over multiple years and to include at least two local artists on each project. She listed current sponsors and partners and said project organizers will handle permitting and fundraising: "We provide an anti-graffiti UV coating...it includes us marketing it, videoing it, drone video, photography," she said.

Commissioners asked about timing, locations and community benefits. Several suggested high-visibility placements, including the Hollywood water tower, and emphasized local-artist participation. Commissioner Biederman moved to direct staff to pursue the partnership and to authorize the city manager to execute necessary documents within staff authority. The motion carried unanimously.

City staff said they would return with location recommendations and coordinate permit and contracting steps. Vega said the project team will collaborate with the city on site selection and community events tied to the painting.

The commission’s action was procedural — a direction to staff to pursue the opportunity and negotiate details — and does not commit the city to a final funding amount beyond the general request that cities provide a primed wall and consider a sponsorship of roughly $10,000 for an average-size mural. Staff will report back with specifics, permitting needs and any required formal approvals.