Inscription on the plaque reads: A. W. Ross, founder and developer of the Miracle Mile. Vision to see, wisdom to know, courage to do.
According to Letitia Burns O'Connor "Discover Los Angeles; An Informed Guide to L.A.'s Rich and Varied Cultural Life", A. W. Ross bought the stretch of Wilshire Boulevard between Fairfax and La Brea for $54,000 in 1920. "Wilshire Boulevard has been paved only as far west as La Brea, but Ross planned his retail development around the automobile." (O'Connor, p. 56)