The Los Angeles County Board of Supervisors has voted to designate Grand Avenue as a cultural district. The aim of this initiative is to increase the number of visitors to Downtown Los Angeles (DTLA), which has faced challenges in recent years, and to create an artistic corridor that includes The Broad Museum, the Museum of Contemporary Art (MOCA), the Walt Disney Concert Hall, the Ahmanson Theatre, and the Dorothy Chandler Pavilion.
On Tuesday, the Board approved the creation of the Grand Avenue Cultural District to strengthen the presence of the arts along a downtown stretch that includes The Broad, Center Theatre Group, the Los Angeles Philharmonic, the L.A. Opera, REDCAT, and the Colburn School.
The Music Center spearheaded the effort, with Supervisor Hilda Solis—whose district includes the Grand Avenue venues—among the early supporters of the plan.
Rachel Moore, president and CEO of The Music Center, said, “We are planning to launch an app and a website where visitors can find everything they need in one place.” She added that the district will operate as a nonprofit organization with its own office and executive director. The group plans to offer special packages for hotels, restaurants, performances, and museums. “We hope that by the time the Olympics come, people will know us and see that we are a friendly, welcoming place,” Moore said. “This district will be an easy way to experience art in Los Angeles without visitors having to do all the planning themselves.”
According to a press release, the Grand Avenue Cultural District is “designed to encourage greater public participation in the arts, stimulate economic growth, boost tourism, create job opportunities, support the revitalization of Downtown Los Angeles, and establish the area as a global arts destination.”
Supporters have spent nearly two decades working to transform Grand Avenue into an arts-focused area. In 2007, the city and county of Los Angeles approved the Grand Avenue Project, aimed at revitalizing the area through a major renovation of Grand Park. The project also included a multi-use residential complex designed by Frank Gehry. Grand Park, which connects The Music Center to City Hall, opened in 2012, but the “Grand by Gehry” development wasn’t completed until 2022. In the meantime, the COVID-19 pandemic and the rise of remote work policies significantly reduced foot traffic in the area.
A bright spot in the project emerged last year when artist Refik Anadol announced plans to open his first museum there. The Grand Avenue Cultural District will stretch from the Los Angeles Central Library in the south to the Ramon C. Cortines School of Visual and Performing Arts in the north. Moore noted, “Once we establish our foundation and build the necessary infrastructure, we can consider expanding the district.” She pointed to potential partnerships with institutions beyond Grand Avenue, such as La Plaza de Cultura y Artes and the Japanese American National Museum. Still, she emphasized, “We want this area to be recognized as a cultural destination—not just a single street. But before we can run, we have to learn how to walk.”
One year ago, the Colburn School began construction on its new 100,000-square-foot center, expected to be completed by 2027. With the 2028 Summer Olympics on the horizon, the city will also host a cultural Olympiad aimed at showcasing L.A.’s artistic richness. If the new Grand Avenue Cultural District plays a role in that event, visitors from around the world may soon arrive by the busload to experience the heart of L.A.’s cultural scene.