Last semester, Long Beach City College unveiled a new campus sign at the Liberal Arts Campus, displayed on the south end of Carson Street, and this semester, along PCH on the Trade, Technology, and Community Learning Campus.
A vibrant white and red sign reading ‘I (heart) LB’ is intended to symbolize school pride, said the school in a press release. Instead, for many students, it symbolizes the school’s clear disconnect from reality in its understanding of student priorities and in its strategic allocation of school funds.
Community colleges exist first and foremost to provide accessible and affordable education. Many students at institutions like LBCC juggle tuition costs, transportation expenses, and demanding work schedules, all while keeping up with their academics.
At roughly 20 feet wide and 10 feet tall, a custom light-up monument sign, made of aluminum and plastic, is not a small investment.
Jeff Connell, the Associate Vice President of Capital Planning, Facilities, and Operations, estimated that both signage at LAC and TTC cost $250,000 per sign, including landscapes, engineering, and installation. A total of $500,000 for both signs.
That amount of money could have addressed several maintenance issues students face daily, like upgrading classroom equipment or improving accessibility features around campus.
Spending hundreds of thousands of dollars on a campus landmark may not align with the core mission of supporting student success.
According to the press release posted on the college’s website, the sign is intended to symbolize LBCC’s commitment to ‘fostering a sense of belonging, strengthening community connection, and elevating student pride.’
While those goals are admirable, student pride should extend beyond a light-up monument placed along a busy street.
The idea itself is not unusual. Across the world, tourist destinations and institutions have installed large ground-level landmark signs as a marketing tool, helping promote to a broader audience.
Still, the debate comes down to priorities, especially buildings with aging facilities and ongoing maintenance needs; the gesture falls short.
In late February, heavy rain, high winds, and flooding exposed flaws in older campus buildings. In the P building, for example, water leaks damaged ceiling tiles and unintentionally damaged classroom projectors.
In other areas of campus, outdated elevators continue to malfunction or make excessive noise when operating, creating daily distractions for students trying to focus on their studies.
These are not minor inconveniences. They are everyday reminders of the infrastructure issues that still exist across campus.
When students see these kinds of problems go unsolved while money is spent on a glowing campus monument, it sends the message that appearances are being prioritized over practical improvements.
The timing also raises questions. With Long Beach preparing to play a major role as a host city for the 2028 Olympics and Paralympic Games, the signs’ bold and highly visible design almost feels like part of a broader branding effort. Just another backdrop for promotional photos rather than a meaningful investment in student life.
The 10-foot-tall sign is nothing short of a public relations photo opportunity for the school’s administration, raising more questions about whether campus leadership is truly focusing on what benefits students most.
LBCC has made some progress in improving campus facilities with the completion of the MM building and the G building, representing a significant investment in the modern learning environment.
In addition, construction on the new Student Union Center, expected to be completed in 2027, signals that the school is committed to expanding resources that support student success.
The school’s effort to improve campus life reverses itself when funds are allocated to be spent on trivial improvements.
School pride cannot be manufactured through a glowing sign alone. It comes from investing in the environment where students learn every day.
If the college truly wants to foster belonging and strengthen community connection, the most meaningful way to do so is by prioritizing the spaces students rely on, such as classrooms, libraries, technology departments, and safe, well-maintained buildings.
It should prioritize neglected maintenance and structural upgrades across existing buildings to ensure that classrooms, labs, and common spaces are safe and modern for student needs.
Long Beach City College has shown that it is capable of making important investments in student success through projects like the MM building, the G building, and the upcoming Student Union Center. Continuing that progress requires thoughtful spending decisions that place student needs ahead of decorative signage.
Until then, the glowing sign along Carson Street may represent pride to some, but to others, it stands as a reminder of priorities that could be better aligned with the needs of the campus community.
