The sign was erected in 1923 and originally read "HOLLYWOODLAND". Its purpose was to advertise the name of a new segregated housing development in the hills above the Hollywood district of Los Angeles.[8] H.J. Whitley had already used a sign to advertise his development Whitley Heights, which was between Highland Avenue and Vine Street.[9] He suggested to his friend Harry Chandler, the owner of the Los Angeles Times newspaper, and the lead investor in the syndicate that was developing Hollywoodland to make a similar sign to advertise their land.