New giant digital screen approved for Granville Entertainment District
No changes have been made to the design of the screen since the proposal was last reviewed in 2023. It will be a curved rectangular LED screen measuring 7.5 ft. (2.44 metres) in height and 29 ft. (8.8 metres) in width, with a total screen area of 517 sq. ft. (48 square metres) — perched 13.5 ft. (4.1 metres) above the rooftop. The sign also has the built-in capability to adjust the brightness and light direction, depending on the time of day.
It should also be noted that this screen will only display static images; it will not display moving video/animations or dynamic images.
However, following City Council’s urging two years ago, the public benefits in exchange for the approval have increased tremendously.
Existing condition:
Existing condition of 897 Granville St., Vancouver. (Google Maps)
Future condition:
Concept of the digital advertising screen on the rooftop of 897 Granville St., Vancouver. (Astral Out-of-Home Bell Media)
Astral will now provide the municipal government with a direct baseline financial contribution each year — an annual $80,000 payment, plus an annual three per cent increase to account for inflation. By the 10th year, this annual baseline payment will grow to $104,000. This direct baseline financial contribution — a portion of the advertising revenues — did not exist in the original 2023 proposal.
In addition to the introduction of a direct baseline financial contribution each year, the property owner will provide the City with half of their 30 per cent of net revenue paid to them by Astral. This did not exist in the 2023 proposal.
Finally, Astral will also dedicate 20 per cent of the screen’s display time for City of Vancouver uses, such as promoting local arts, culture, events, festivals, businesses, and other public messaging, including alerts for community safety, emergency events, severe weather, and welcoming tourists. This carries an in-kind market value of $150,000 to $200,000 each year, and it is up from the 10 per cent airtime originally offered in 2023.
Chris Armokas, a co-owner of the building, suggested to City Council that the public benefits package offered is a “very generous amount,” especially when compared with the annual property taxes paid. This 1904-built, single-storey commercial building with 3,000 sq. ft. of leasable floor area on a 3,000 sq. ft. lot currently pays $74,000 in property taxes each year. Up until 2021, this space was a longtime Champs clothing and apparel store.
During the discussions, some concerns were raised over whether the screen could distract drivers and impact the residents of existing and future residents in the area, including an existing City-owned SRO building at the southwest corner of the intersection.
Concept of the digital advertising screen on the rooftop of 897 Granville St., Vancouver. (Astral Out-of-Home Bell Media)
However, it was also noted that such a screen aligns with City Council’s June 2025-approved Granville Street Plan of reviving the entertainment district, which includes encouraging more digital signage and lighting installations. Over time, guided by this area plan, this aging single-storey property and other sites on the Granville Strip could also be redeveloped.
“I do think this is a better deal and I’m happy to support it… It is a little bit, maybe more in keeping with the historical context of Granville Street, which, as we know, was once the neon highway of the city of Vancouver,” said Green city councillor Pete Fry during the public meeting.
“I think this is an opportunity to kind of bring a little bit of that back. We all know Granville Street is struggling, and I think also alive to the fact that the Downtown Vancouver BIA has sent in letters of support on this, and a number of the businesses around that area think that this is a good shot in the arm.”
City Council approved the sign above the Popeye’s fried chicken restaurant, with ABC City Councillor Peter Meiszner and COPE City Councillor Sean Orr opposed.
However, earlier in the same meeting, there was a unanimous approval of City staff’s new Public Realm Advertising Framework.
Video screens at the intersection of Robson and Granville streets in downtown Vancouver displaying health safety information during the pandemic. (Daily Hive)
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