In January, media giant Viacom moved eight of its cable channels into Columbia Square's brand-new, six-story office tower in Hollywood, leaving behind their Santa Monica home.
Combine that with Netflix's move from Beverly Hills, and NBCUniversal's cable channels consolidation in Universal City, and this marks Hollywood's biggest embrace in decades of the neighborhood where it first planted its creative roots. As more producers and talent run the 101 among Hollywood, Universal City, Studio City and Burbank, the industry is seeing the formation of a new "It" power corridor.
The revitalization of Hollywood has been a long time in the making, and the Columbia Square and Icon buildings represent the first office towers built in Hollywood since the mid-1980s. In response, new restaurants and hotels have sprung up - some right on Columbia Square's campus: Sugarfish, Sweetgreen, Paley, Rubies & Diamonds coffee shop, and members-only work and social club NeueHouse.
"It's just so easy to step out of the building. I love being in Hollywood," says Kevin Kay, president of Paramount Network.
"Pitching used to mean a lot of time in your car traveling from Burbank to Santa Monica to Century City and Hollywood or any combination thereof," says Stuart Krasnow, executive VP of Creative at Telepictures, part of Warner Bros. Television. "All of a sudden we can get done in two and a half hours what used to take us an entire day. It doesn't get better than that."