New digital advertising screens proposed for The Dance Centre on Granville Strip | Daily Hive

Concept of the new digital advertising screen for The Dance Centre's Granville Street frontage at 677 Davie St., Vancouver. (The Dance Centre)

The Dance Centre is proposing the installation of two digital advertising screens at its newly acquired property on the Granville Strip in Downtown Vancouver.

An application has been submitted to install the signs at 677 Davie St., located at the prominent northeast corner of the intersection of Davie Street and Granville Street.

The larger screen, facing Granville Street, would measure approximately 15 metres by five metres. A smaller screen, oriented toward Davie Street, would be about 2.5 metres by five metres.

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The larger display is proposed to be mounted directly above the cornice of the building’s 1929 heritage stone facade, integrated against the contemporary glass exterior added during the 2001 vertical expansion.

the dance centre 677 davie street vancouver

Existing condition of The Dance Centre’s Granville Street frontage at 677 Davie St., Vancouver. (Google Maps)

Both screens would use LED technology with backlit displays showing static images. Similar to digital billboards, the content would rotate between advertisements, but would not include video, animation, or any sort of motion.

The screens are intended to display third-party advertising, creating a new, ongoing revenue stream for the non-profit organization that owns and operates the 32,000 sq. ft., seven-storey facility dedicated to training dancers.

Earlier this month, The Dance Centre announced it had acquired the building for $6 million, securing its long-term presence at the site. The property was purchased from Scotiabank, which had leased it to the organization at a nominal annual rate since the facility was established more than 25 years ago. Government support contributed to funding the acquisition.

Looking ahead, The Dance Foundation plans to focus on fundraising for building upgrades, with $1.5 million already secured toward future improvements.

Location of The Dance Centre at 677 Davie St., Vancouver. (Google Maps)

The building’s 2001 redevelopment was designed by renowned Canadian architect Arthur Erickson, who transformed the original 1929 bank into a modern dance facility while preserving and incorporating its historic façades into the vertically expanded structure.

In September 2025, the municipal government created policies that expand and regulate digital advertising screens. That same month, Vancouver City Council approved the installation of a digital advertising screen on the rooftop of the Popeyes Louisiana Kitchen restaurant building at the northwest corner of the intersection of Granville Street and Smithe Street.

Moreover, the June 2025-approved Granville Street Plan for revitalizing the entertainment district encourages the visual animation of the street, such as neon signs and digital screens.

897 Granville Street vancouver digital screen 2025

Concept of the digital advertising screen on the rooftop of 897 Granville St., Vancouver. (Astral Out-of-Home Bell Media)

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