A Saskatchewan town is on the lookout for a new name and a boost in finances. Duck Lake, situated approximately 80 kilometers northeast of Saskatoon, is seeking offers for its naming rights with a starting bid of $10 million.
Mayor Jason Anderson stated that the town is putting up its name for sale, emphasizing that interested parties would acquire permanent naming rights. Anderson highlighted the extensive visibility this would bring, with the name appearing 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 seize the opportunity due to Duck Lake’s strategic location between Saskatoon and Prince Albert, attracting around 6,000 vehicles daily on Highway 11.
The generated funds from this initiative would be channeled towards upgrading the town’s infrastructure, particularly focusing on essential projects like new water and sewer lines. Given the limited provincial funding tied to population size, seeking additional government aid for infrastructure improvements is not feasible, as Duck Lake has a population of around 580 residents.
Inspired by a similar naming rights deal in the United States, Anderson proposed the idea before his election, aiming to secure significant revenue to address the town’s infrastructure needs. Although the town council narrowly approved the decision to sell naming rights, residents were not initially consulted to prevent other municipalities from preempting the move.
Mixed reactions surfaced among residents, with opinions divided on the decision. While some, like Brody Falcon, expressed concerns about the town’s heritage, others like Roy Mike viewed it as a potential economic opportunity to boost local businesses. Lifelong resident Lillian Gardipy emphasized the sentimental value of preserving the town’s historical roots.
Mayor Anderson affirmed that the final decision on the renaming process would rest with the community. Bids for the naming rights are open until March 31, 2026, with a public meeting scheduled in April to discuss the offers with residents.
Considering Duck Lake’s historical significance, any potential buyer must align with the town’s values and history, respecting its deep-rooted ties to Cree and Métis heritage. Anderson underscored that even if no bids materialize, the town stands to gain valuable exposure through this initiative.