Public Art Proves Its Worth

Dan Rosenfeld looks at two recent projects in L.A. that incorporate public art components and finds that "investments in public art may provide the highest financial returns of any funds committed to an aspect of a transit project."

2 minute read

May 29, 2012, 12:00 PM PDT

By Jonathan Nettler @nettsj


While the "soft" benefits of public art, such as education, inspiration, and aesthetic beauty are readily acknowledged, the marketing and income generating potential of such pieces are less well understood. Rosenfeld uses two recent examples from Los Angeles - the mixed-use Wilshire Vermont Station and The District 7 headquarters of the California Department of Transportation (Caltrans) - to support his argument for the financial benefits of public art. 

At Wilshire Vermont Station, images of murals painted by environmental artist April Greiman, "have been
printed in dozens of publications, including newspapers and national and
local business magazines. The images are routinely used by the local
transit agency as emblems of the entire transit system, and the site is
frequently host to press events and photo shoots. For example, the mayor
of Los Angeles often uses the murals as a backdrop during televised
announcements."

"The private marketing benefits, in
real-dollar terms, of this modest public art investment are almost
inestimably high. The continuing visibility, publicity, and brand
identification that public art provided for the project were purchased
for less than one-tenth of 1 percent of the project's total cost."

At the Caltrans building, an art installation of neon- and argon-filled tubes by Keith Sonnier, "provides a colorful and changeable display
in the building's otherwise limited color palette."

"The building is now used frequently as a backdrop for feature films,
television shows, and commercials, and has been displayed prominently in
print publications around the world. Caltrans receives a substantial,
ongoing income stream by licensing the entry plaza as a backdrop for
still photography and TV/film."

 

Tuesday, May 8, 2012 in Urban Land

portrait of professional woman

I love the variety of courses, many practical, and all richly illustrated. They have inspired many ideas that I've applied in practice, and in my own teaching. Mary G., Urban Planner

I love the variety of courses, many practical, and all richly illustrated. They have inspired many ideas that I've applied in practice, and in my own teaching.

Mary G., Urban Planner

Cover CM Credits, Earn Certificates, Push Your Career Forward

Logo for Planetizen Federal Action Tracker with black and white image of U.S. Capitol with water ripple overlay.

Planetizen Federal Action Tracker

A weekly monitor of how Trump’s orders and actions are impacting planners and planning in America.

July 2, 2025 - Diana Ionescu

Aerial view of town of Wailuku in Maui, Hawaii with mountains in background against cloudy sunset sky.

Maui's Vacation Rental Debate Turns Ugly

Verbal attacks, misinformation campaigns and fistfights plague a high-stakes debate to convert thousands of vacation rentals into long-term housing.

July 1, 2025 - Honolulu Civil Beat

Person wearing mask walking through temporary outdoor dining setup lined with bistro lights at dusk in New York City.

Restaurant Patios Were a Pandemic Win — Why Were They so Hard to Keep?

Social distancing requirements and changes in travel patterns prompted cities to pilot new uses for street and sidewalk space. Then it got complicated.

June 19, 2025 - Diana Ionescu

Aerial view of new neifhborhood under construction with enpty lots in foreground.

In California Battle of Housing vs. Environment, Housing Just Won

A new state law significantly limits the power of CEQA, an environmental review law that served as a powerful tool for blocking new development.

July 2 - CALmatters

Low-rise Pearl Sreet mall in Boulfer, Colorado.

Boulder Eliminates Parking Minimums Citywide

Officials estimate the cost of building a single underground parking space at up to $100,000.

July 2 - Boulder Reporting Lab

Two-story buildings with porches in walkable Florida neighborhood.

Orange County, Florida Adopts Largest US “Sprawl Repair” Code

The ‘Orange Code’ seeks to rectify decades of sprawl-inducing, car-oriented development.

July 2 - CNU Public Square