PANEL CLEARS OBSTACLE FOR NFL SIGNAGE, ALCOHOL ISSUES OK'D BY COLISEUM COMMISSION.

Byline: BILLY WITZ Staff Writer

Intent on showing the NFL they're eager to play ball to lure a pro-football team back to Los Angeles, Coliseum advocates set the stage Wednesday for signage and alcohol allowances sought by NFL owners for the aging sports venue.

After a presentation to owners the day before in Dallas, Mayor Antonio Villaraigosa and other city leaders held a pep rally with Chamber of Commerce members at the Coliseum. Later, they certified an addendum to the Coliseum's environmental impact report that sets the stage for city approval of signage and alcohol allowances the NFL desires.

For some, however, the process is moving too quickly.

James Gilson, counsel for the Natural History Museum Foundation, was concerned with the limited review time for the addendum, which would pave the way for the owner of an NFL team to construct a sign of up to 8,000 square feet and as tall as 170 feet (15 stories) along the western edge of Exposition Park. It would also grant entitlements to sell alcohol from 10 a.m. to 2 a.m. seven days a week at the Coliseum and on the land surrounding the Sports Arena.

The addendum, a roughly 100-page document, was filed Friday and put on the agenda Monday, but it wasn't available on the Coliseum's Web site.

"There has to be adequate time to understand what's being proposed and to come to a mutually agreeable resolution," said Dr. Jane Pisano, the foundation's director.

"Everyone wants this to work, for the NFL to come to the Coliseum, for it to be successful for everyone." But for that to happen, there needs to be respect for the public interest in the park.''

To that end, the commission spent nearly two hours in closed session before voting 6-0 (all three city representatives were absent) to amend the addendum so the large sign would be restricted to the southern part of the west edge of the park, away from the museums. It also restricted signs from being placed in front of the museum.

The commission pushed to get the addendum through because without it, city departments could not approve permits. There are also some design issues to resolve with the Cultural Heritage Commission.

The NFL wants them taken care of before they choose whether to invest up to $800 million in a stadium at the Coliseum or in Anaheim, a decision that could come at an owners meeting May 22-23 in Denver.

``This was absolutely necessary to continue the pace of the required approvals,'' Coliseum general manager Pat Lynch said. ``This was a critical step.''

The alcohol allowance is an indication of the projects the NFL is considering for the site of the Sports Arena, which is likely to be razed. Architect Ron Turner, who designed the renovated Coliseum, was hired by the NFL to present some options the league might consider.

Among the possibilities, according to a person who viewed Tuesday's presentation for a group of 11 owners in Dallas, were an NFL Experience, a football museum, retail shops, restaurants and an outdoor amphitheater.

Any project the NFL wants would have to go through an environmental review.

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Photo:

Mayor Antonio Villaraigosa, wearing a Coliseum 2010 jersey, is introduced at the L.A. Memorial Coliseum on Wednesday at a meeting of city and county officials who are trying to persuade NFL officials to bring a team - or two - to the city.

Gus Ruelas/Staff Photographer