A small town in Saskatchewan is on the lookout for a new name and aims to secure much-needed funds through the process. Duck Lake, located approximately 80 kilometers northeast of Saskatoon, has opened the opportunity for interested parties to bid on its naming rights, with a starting price of $10 million.
Mayor Jason Anderson expressed that the town is offering the exclusive permanent naming rights, highlighting the visibility the new name would receive on various platforms like GPS, maps, and The Weather Network, not only locally but globally.
The town envisions a corporation or an individual seeking to establish a lasting legacy to take advantage of Duck Lake’s strategic location between Saskatoon and Prince Albert by submitting a bid. Mayor Anderson emphasized the significant daily traffic passing through the town on Highway 11, potentially adding value to the naming rights.
The primary goal behind selling the naming rights is to generate funds for essential infrastructure upgrades in Duck Lake, particularly focusing on crucial projects like water and sewer line improvements, which can be costly for a small community. Due to limitations in provincial funding based on population size, seeking additional financial support from the government is not a feasible option for Duck Lake, which has a population of around 580 residents.
Inspired by a similar naming rights initiative for a stadium in the United States, Mayor Anderson proposed the idea before his election, considering alternative assets like the town’s skating rink and town hall but realizing the potential of a more substantial opportunity with the town’s name.
Although the town council narrowly approved the decision to sell the naming rights, some residents have expressed mixed reactions. While some, like Brody Falcon, feel the town is compromising its heritage for financial gain, others like Roy Mike see it as a potential boost for the local economy.
Lifelong resident Lillian Gardipy emphasized the cultural significance of Duck Lake’s name, rooted in Cree heritage, and advocated for preserving the town’s historical identity. Mayor Anderson assured that the final decision on proceeding with the renaming would rest with the community, with bids being accepted until March 31, 2026, and a public meeting planned for April to discuss the offers with residents.
Highlighting Duck Lake’s historical and cultural importance, Mayor Anderson emphasized the need for any potential corporation acquiring naming rights to align with the town’s values and history. Even if no bids are received, the town anticipates gaining exposure through the process, considering it a beneficial outcome regardless of the outcome.
