With much fanfare and press coverage, the Theater Row section of Santa Monica Boulevard in Hollywood was given a shot of publicity and a boost in visibility with the raising of 30 wayfinding banners. The opening ceremony, attended by city and state officials, highlighted the new banners and the more than a dozen theater companies on the Row. Together the theaters have more than 1,000 seats. Suisman Urban Design developed the revitalization and marketing strategy, as well as the design of the banners, as part of its overall master planning work along Santa Monica Boulevard. The client is the business improvement district known as the Hollywood Media District, which area stretches from La Brea to Vine and from Fountain to Melrose.