City Council has approved the current location near City Hall and Mary Brown’s Centre as the permanent home of the City’s landmark sign.

The decision was made at the November 10, 2026, Committee of the Whole meeting following public engagement in August and September. The sign was temporarily installed at the location in August to give residents and visitors an opportunity to experience it and share their views.

“We wanted to hear from residents and visitors before making a decision about the sign’s permanent home,” said Mayor Danny Breen. “The feedback showed strong support for this central location. It’s accessible, highly visible and provides a great place for people to stop, take a photo and celebrate St. John’s. We’re pleased to make it permanent.”

What We Heard

The City received feedback through the project page on EngageStJohns.ca, 12 pop-up events, social media, email and phone submissions.

The project page received 2,060 unique visitors, with 573 people making 728 contributions through the online tools. An additional 55 submissions were received by email or phone.

Accessibility, visibility and tourism value were the most important considerations for participants. The current location was the most frequently identified preferred site, with respondents highlighting its central location and ease of access.

While participants suggested other locations, including Signal Hill, Southside Hills, Quidi Vidi Village, Harbourside Park and Cape Spear, these sites do not meet the project requirements and were not considered viable options due to land ownership, operational, accessibility and/or environmental constraints.

Next Steps

With the permanent location confirmed, the City will consider opportunities to enhance the surrounding area. Suggestions included landscaping, additional public art and improvements to the backdrop.

The What We Heard Report and engagement details are available at EngageStJohns.ca/landmark-sign.