A 1,000-square-foot full-motion LED billboard could span two facades of a 113-year-old city-designated landmark on the Third Street Promenade if the Santa Monica Landmarks Commission signs off on a proposal from XYZ NOW LLC.

The company wants to install the digital display across the south and east facades of the Bayside Arts Building at 1355 Third Street Promenade. The Landmarks Commission will hold a public hearing on the application Monday, July 13, at 7 p.m. in City Council Chambers at 1685 Main St., Room 250.

According to a public notice posted at the site, the billboard would show paid advertising, artwork, civic announcements, and content promoting Santa Monica and its history.

Why the landmark status matters

The Bayside Arts Building, also called the Junipher Building, was designed by the architectural firm R.B. Young & Son. Its Beaux Arts-style exterior features white glazed brick walls, terra cotta stringcourse, and original glazed brick veneer tiles. The building sits at the corner of Third Street Promenade and Santa Monica Boulevard, with 50 feet of Promenade frontage and 150 feet along Santa Monica Boulevard.

Under Santa Monica's Landmarks and Historic Districts Ordinance, any alteration to a designated landmark requires a Certificate of Appropriateness from the Landmarks Commission. Signs and exterior fixtures are explicitly covered by that rule.

The seven-member commission, appointed by City Council, includes at least one registered architect and one member with expertise in architectural history. Their decision can be appealed to City Council within 10 days.

The applicant

XYZ NOW LLC is controlled by Daniel Negari, founder and CEO of XYZ Rent, who purchased the Junipher Building from RDR Properties for $17 million in February 2026, according to CoStar. Negari, born in Santa Monica, has assembled a portfolio of roughly 368,000 square feet of retail and office space plus more than 150 apartments across 18 small complexes in the city.

"The future is experiential, period," Negari told CoStar. "If it can be replaced by a click, it is probably not the future of the Promenade."

The city previously granted XYZ permission to add a similar 1,000-square-foot billboard to its properties at 301 Arizona Ave. and 1202 Third Street Promenade. The July 13 hearing concerns a separate, new application for the landmark building.

How to weigh in

The Monday, July 13, hearing is described in public records as a "review and comment" session rather than a final approval vote. It is not clear from available documents whether a Certificate of Appropriateness vote will happen at the same meeting or at a later date.

Residents who want to speak can attend in person at City Council Chambers, 1685 Main St., Room 250, at 7 p.m. For questions about submitting written comment, the city's Planning Division can be reached at 310-458-8341.