A Saskatchewan town is on the lookout for a new name and aims to secure additional funds through the process. Duck Lake, situated approximately 80 kilometers northeast of Saskatoon, has opened the floor for proposals to acquire its naming rights, with a starting bid of $10 million.
Mayor Jason Anderson mentioned that they are putting up the town’s name for sale – solely the name itself. The interested parties would acquire the permanent naming rights, ensuring their name appears on GPS, maps, and The Weather Network globally. The town envisions a corporation or an individual looking to establish a lasting legacy for their family to make an offer and leverage Duck Lake’s strategic location between Saskatoon and Prince Albert.
With around 6,000 vehicles passing by on Highway 11 daily, Anderson highlighted the potential value of this opportunity. The generated funds will be directed towards enhancing the town’s infrastructure, particularly focusing on crucial upgrades such as new water and sewer lines, a project that recently incurred close to $10 million in a neighboring municipality.
As most provincial funding correlates with population size, Anderson dismissed the option of seeking additional government funding for the infrastructure development. Duck Lake, with a population of approximately 580 individuals, faces limitations in securing such resources from provincial authorities.
The initiative to sell the town’s naming rights emerged before Anderson’s tenure, inspired by a U.S. stadium selling naming rights for $35 million annually over 20 years. Initially considering facilities like the skating rink and town hall, Anderson pivoted towards a broader opportunity, recognizing the potential of the town’s name as a valuable asset.
The approval to sell the naming rights was endorsed by the town council in a tight 3-2 vote. Anderson explained that residents were not consulted beforehand to prevent other municipalities from preempting Duck Lake’s decision.
Mixed reactions among residents surfaced following the announcement. While some, like post office worker Brody Falcon, expressed concerns about the town’s heritage and community inclusion, others like Roy Mike viewed the renaming as a positive step to boost local business and foot traffic.
Longtime resident and nurse Lillian Gardipy emphasized the cultural significance of Duck Lake’s name, citing her Cree heritage and the town’s historical importance. She advocated for preserving the town’s identity and legacy, emphasizing that monetary gains should not overshadow heritage preservation.
Mayor Anderson reiterated that the final decision on the renaming process rests with the community. Bids are open until March 31, 2026, with a public meeting scheduled in April to review any received offers with community members.
Considering Duck Lake’s historical and cultural background, Anderson emphasized the importance of aligning with the town’s values and heritage in selecting a potential corporate partner for the naming rights. Even in the absence of bids, Anderson sees the exposure generated through this initiative as a beneficial outcome for Duck Lake.