Discover Hollywood, a free magazine about local attractions, has put the best face on the capital of show biz for the last quarter-century. Even when it required heavier makeup than it does now.
Oscar and Nyla Arslanian have run the publication since the first issue in 1986 and vividly recall how the scene has changed from porn shops and seedy bars to lavish new hotels and retail centers.
Next week, the Hollywood Chamber of Commerce will present the Arslanians with a Hollywood Star Award at the organization’s Entertainment Industry Luncheon to recognize their contribution.
With its distribution to hotels and other tourist attractions throughout Southern California, Discover Hollywood has served to promote local retailers and entertainment venues. It’s credited with helping to make Hollywood the most popular destination in Southern California, with 20 million visitors annually. Half of them are on day trips, and half stay at least one night, Oscar Arslanian said.
“When most everybody had given up on the future of our world famous community, we kept polishing the jewel, promoting its most positive attributes, its arts and entertainment,” he said. “Now the jewel is starting to gleam again.”
But before the shine returned, a local bank president joked that if the magazine brought people to Hollywood and they were robbed, the Arslanians might be charged as accessories to the crime.
“People wouldn’t even say they lived in Hollywood or the Hollywood Hills,” Nyla Arslanian recalled. “In the meantime, we promoted the positive parts of the story: the music clubs, live theater, and in the summer, the Hollywood Bowl, Greek Theatre and Universal Amphitheatre.”
Civilized again
The publication originated as a newsletter at the Hollywood Arts Council, where Nyla Arslanian served as president. Eventually, it was distributed in 13 local newspapers. From the first issue, she handled the editorial side while her husband sold ads part time; his day job was music talent agent and concert producer.
Meanwhile, the revival of the neighborhood, including development of Hollywood & Highland, the Renaissance Hotel, various condos, restaurants and shops made the area look civilized again.
As a result, local merchants wanted to upgrade Discover Hollywood from newsprint to a slick magazine. That required a substantial investment, but the non-profit status of the Arts Council blocked the group from getting a commercial loan. So the Arslanians bought the magazine in exchange for money owned them in salary and ad commissions, and they took out the loan.
As the neighborhood improved, so did Discover Hollywood’s profitability. But Hollywood suffered along with the rest of tourism industry in the recession of 2008-09. The Arslanians had to secure another loan. The gamble paid of when the publication doubled its revenue by increasing its frequency from a biannual to a quarterly.
Kerry Morrison, executive director of the Hollywood Entertainment District, said the Arslanians kept the flame of optimism for the neighborhood lit.
“All those years of persistence and sharing the positive about Hollywood has come to fruition for them,” Morrison said. “The fact that they can sustain that publication and secure advertising is a testament to the value advertisers see in it.”
Today, Discover Hollywood has a circulation of 75,000 copies. About 35,000 are mailed to nearby homes, and 40,000 are distributed through hotels, visitor centers, restaurants and tourist attractions throughout Southern California. Each issue has ads from 50 to 60 companies, ranging from small eateries to major airlines and movie studios.
Marty Shelton, vice president at real estate firm NAI Capital and chairman at the Hollywood Chamber of Commerce, said he recently visited a hotel in Marina del Rey and found copies of Discover Hollywood on a table in the lobby.
“That tells you the extent of coverage that Hollywood gets from that magazine,” Shelton said. “For more than two decades the Arslanians have contributed to Hollywood, and by extension, to the entertainment industry.”
In addition to the Arslanians, the company has only one full-time employee, and eight part-timers and freelancers.
Although Hollywood has turned the corner, Oscar Arslanian sees more work for developers and entrepreneurs.
“Hollywood Boulevard looks good at Highland Avenue, and it looks good at Vine Street,” he said, “but we need to work on other sections, and farther to the east.”
