3.D. REQUEST TO REPLACE AN EXISTING ONE-SIDED STATIC BILLBOARD WITH A NEW TWO-SIDED, FULL-MOTION DIGITAL BILLBOARD AT 8501 SUNSET BOULEVARD IN CONJUNCTION WITH NEW INTERIOR AND EXTERIOR BUILDING AND SITE IMPROVEMENTS [L. BIERY, B. LEAGUE, N. MARICICH, J. ALKIRE, J. DAVIS, R. ABRAMSON]: SUBJECT: This proposal is for construction of a new two-sided full-motion digital billboard, replacing an existing one-sided billboard, on the rooftop of 8501 Sunset (The Sterling Building) and for the improvement of both the interior and exterior of the building to accommodate West Hollywood small businesses with free workspace, mentorship, and educational programs for approximately three to five local businesses for the term of the development agreement. Site improvements will also be made to accommodate this new use. The City Council will hold a public hearing and make a decision regarding the approval of Master Project (MP21-0021) including Sign Permit (BB21-0003), Administrative Permit (AP21-0021), Zoning Map Amendment (ZMA21-0003) and Development Agreement (DA21-0004) for the construction and installation of the new billboard and site and building improvements. This item is subject to CEQA and an addendum to the Sunset Arts & Advertising Billboard Policy Negative Declaration was prepared for the project.