A small town in Saskatchewan is in search of a new identity and aims to secure essential funds through the process. Duck Lake, situated approximately 80 kilometers northeast of Saskatoon, is open to proposals for its naming rights, starting at a minimum bid of $10 million.
Mayor Jason Anderson disclosed that they are offering the town’s name for purchase, exclusively granting the buyer permanent naming rights. He emphasized the extensive reach of this opportunity, with the name being integrated into GPS systems, maps, and even The Weather Network, not limited to just Saskatchewan but on a global scale.
The town envisions attracting 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, witnessing high traffic volumes.
With around 6,000 vehicles passing by on Highway 11 daily, Anderson highlighted the potential value of this opportunity for interested parties. The intended use of the funds raised would be directed towards enhancing the town’s infrastructure, particularly focusing on critical upgrades like new water and sewer lines, a project that incurred significant costs for a neighboring municipality recently.
Given that most provincial funding is determined by population size, Anderson ruled out seeking additional financial support from the provincial government, as Duck Lake has a population of approximately 580 residents.
The concept of selling the town’s naming rights was inspired by a stadium in the United States that generated substantial revenue by selling naming rights for $35 million annually over 20 years, prompting Anderson to think beyond conventional options like the town’s skating rink or town hall.
Although the town council narrowly approved the decision to sell the naming rights in a 3-2 vote, the residents were not consulted beforehand to prevent other municipalities from preempting Duck Lake’s initiative.
Residents in Duck Lake expressed mixed reactions to the proposed renaming. Some, like Brody Falcon, a local post office worker, felt that the town was compromising its heritage by pursuing financial gains without prior community input. However, others, such as Roy Mike, believed that the rebranding could stimulate business and increase foot traffic in the area.
Lifelong resident and nurse Lillian Gardipy emphasized the historical and cultural significance of maintaining Duck Lake’s original name, highlighting the importance of preserving heritage over monetary considerations.
Mayor Anderson clarified that the final decision on proceeding with the renaming would rest with the community, with bids being accepted until March 31, 2026. A public meeting is scheduled for April to discuss any received bids with community members.
Considering Duck Lake’s historical importance as part of Treaty 6 territory and its deep roots in Métis history, including its role in the 1885 Northwest Resistance, Mayor Anderson underscored the importance of ensuring that any potential corporation aligns with the town’s values and history.
Even if no offers materialize, Anderson noted that Duck Lake stands to benefit from the exposure generated by this initiative, presenting a mutually beneficial opportunity for the town.