ALWAYS ICONIC
The Drive Unveils Billboard Honouring First Italian Day in Vancouver
June is Italian Heritage Month, and The Drive is paying homage to its storied past with the unveiling of a new billboard at the bustling intersection of Hastings Street and Commercial Drive. Emblazoned with the phrase “Always Iconic,” the billboard features a historic photo taken by renowned Vancouver photographer Bruce Stewart during the very first Italian Day in 1977—an image that captures the heart and soul of Vancouver’s Little Italy.
The photo, originally shot outside Manitoba Hardware (now home to Mintage, a beloved vintage shop), depicts a joyful street scene filled with families, laughter, and the unmistakable vibrancy of Italian culture. With Stewart’s blessing, The Drive has not only showcased this timeless image but also recreated it, photographing a modern version in front of the same building on Commercial Drive nearly 50 years later. The updated photo was captured by Vancouver-based photographer Alfonso Arnold, known for his ability to capture timeless urban moments with a modern lens.
This unveiling comes as Italian Day on The Drive prepares to celebrate its 15 Year Anniversario on Sunday, June 8, 2025, coinciding with Italian Heritage Month. First launched in 1977, Italian Day began as a celebration of culture, cuisine, and community—featuring pasta samplings, homemade wine, puppet shows, and folk music. The event moved to the Italian Cultural Centre in 1985 but triumphantly returned to The Drive in 2010, where it has since grown into Vancouver’s largest cultural street festival, drawing hundreds of thousands of attendees of all ages and cultures.
“Commercial Drive is more than a street—it’s the pulse of Vancouver,” says Carmen D’Onofrio, president of the Commercial Drive Business Society. “If something happens in this city, it happens here first. The Drive is expressive, authentic, and proud of its roots. This billboard is a way to honour where we’ve come from and to celebrate where we’re going. ‘Always Iconic’ isn’t just a tagline—it’s the truth.”
Often referred to simply as The Drive, Commercial Drive has long been a launching point for trends, artistic movements, and social expression. Its evolution from a post-war Italian immigrant hub to one of the world’s coolest streets—as recognized by Time Out in 2024—is a testament to the strength and spirit of local, independent business and cultural resilience.
In today’s Little Italy, you’ll still find family-run cafés, traditional bakeries, Italian delis, tailors, restaurants, and boutiques owned by second and third-generation Italian-Canadians. These entrepreneurs uphold the legacy of their forebears while adding modern flair, ensuring The Drive remains a living, breathing showcase of Vancouver’s multicultural vibrancy.
“While some storefronts have changed, the energy remains,” says Bruce Stewart, reflecting on his 1977 photo. “Back then, it was a gathering in the truest sense. People came from all over the city—many in their Sunday best—for gelato, music, and community. That spirit lives on.”
“This billboard is more than a tribute—it’s a reminder that The Drive has always been a place where culture, creativity, and community come together,” says Nick Pogor, Executive Director, Commercial Drive Business Society. “From its Italian roots to its vibrant present, The Drive is, and always will be, iconic.”
From bocce to vintage boutiques, from espresso bars to bold street murals—Commercial Drive continues to be a place where past and present collide in colourful, expressive ways. It was iconic then. It’s iconic now. Always Iconic.
Join us Sunday, June 8 for Italian Day on The Drive 2025, and experience the tradition, energy, and soul of Vancouver’s most iconic street.
For media inquiries, please contact:
Nick Pogor, Executive Director | [email protected]
Jennifer Engele, Masterhouse Media | [email protected]
