Vancouver Explores Relocating and Monetizing Iconic East Van Cross

Vancouver’s East Van Cross, a towering public art piece by Ken Lum that has become an emblem of the city’s working-class roots, may soon have a new home. City Council voted this week to explore relocating the iconic Monument to East Vancouver from its current location at Clark Drive and East Sixth Avenue, where a new 10-storey building now partially obscures its view.

Coun. Mike Klassen, who proposed the motion, said the cross deserves greater visibility, given its cultural and symbolic significance.

“This is a really important piece that people should be able to see better,” Klassen said during an interview on CBC’s The Early Edition. “It’s become almost symbolic of the working-class east side of the city, and a lot of people love it.”

Plans for Relocation

The motion directs city staff to find a new location within East Vancouver that allows for better public access and viewing, while maintaining the artistic vision of the piece. Potential sites should allow visitors to safely take photos and enjoy the landmark in a community-focused setting.

Additionally, the council plans to explore revenue-generating opportunities tied to the cross. Suggestions include branded merchandise, on-site food and beverage options, and sponsorship deals to help fund the relocation and maintenance of the monument.

Klassen noted that while East Van Cross merchandise is already popular, the city doesn’t currently receive revenue from its use.

“Wouldn’t it be nice to visit the Cross, sit and watch the sun go down, and have that experience—whether you’re a visitor or local?” Klassen said.

Concerns About Monetization

While the relocation plan received general support, some councillors expressed reservations about commercializing the artwork.

Green Party Coun. Pete Fry argued that consulting Lum, the artist, should be prioritized before pursuing sponsorship deals or merchandise sales.

“It sort of puts the cart before the horse,” Fry said, “and we could quickly find ourselves with sponsorships that may or may not reflect the values of East Vancouver and Ken Lum.”

Klassen countered that monetization would help cover relocation costs and support the upkeep of the new site. “I can’t envision that we would go down the path of something controversial in terms of corporate sponsorship,” he added.

Artist’s Vision

On his website, Lum describes the East Van Cross as a symbol rooted in decades of graffiti art, embodying themes of injustice, inequality, and the struggles of immigrant life in East Vancouver.

“The lack of overtness is, I feel, symptomatic of the underlying meanings that the symbol expresses,” Lum wrote.

City staff will consult Lum and other stakeholders as they develop a relocation plan, timeline, and funding strategy, with a report expected by the third quarter of 2025.

What Comes Next

The East Van Cross has been a fixture of the city since 2010, when it was installed as part of Vancouver’s Olympic public art initiative. As discussions continue, residents and stakeholders will have the opportunity to weigh in on the future of this beloved piece of Vancouver’s cultural identity.