The Santa Monica Boulevard Reconstruction Project was the City of West Hollywood's two-year roadway improvement and beautification plan for the 3-mile stretch of Santa Monica Boulevard between La Brea Avenue and Doheny Drive, a part of historic Route 66 and one of the country's most recognizable thoroughfares.
The West Hollywood City Council established the 41-member Santa Monica Boulevard Advisory Steering Committee (SMBASC) in early 1998.In November 1998, after a year-long planning process involving an extensive community visioning process, the West Hollywood City Council adopted the Santa Monica Boulevard Master Plan.
The plan was a joint effort between members of the SMBASC; City staff; the architectural and urban design firm of Zimmer Gunsul Frasca Partnership (ZGF). Final construction ended in August 2001 and the grand re-opening took place on Sunday, August 19, 2001.
The Project won a total of four prestigious awards. They include the Westside Prize of the Westside Urban Forum Awards, the American Planning Association Los Angeles Chapter Award for Planning and Implementation-Small Jurisdiction, the Los Angeles Business Council's urban beautification award and the National American Institute of Architects Honor Award for Regional and Urban Design.