A small Saskatchewan town is looking for a new nickname and hopes to raise some much-needed funds in the process.
The town of Duck Lake, about 80 kilometers northeast of Saskatoon, is accepting expressions of interest for its naming rights, with a minimum bid set at $10 million.
“We’re putting the name of the city up for sale, just the name,” said Mayor Jason Anderson.
He said interested parties would purchase permanent naming rights.
“His name would be on the GPS. It would be on all the maps. It would be on The Weather Network,” he said, “That’s not just in Saskatchewan. I mean, it’s all over the world.”
He said the city hopes a corporation or someone who wants to “leave a legacy for their entire family” will bid and take advantage of Duck Lake’s high-traffic location between Saskatoon and Prince Albert.
3069:09City of Duck Lake invites bids for naming rights
Duck Lake Mayor Jason Anderson joins The 306 to talk about the call for bids to sell the city’s naming rights.
“We have about 6,000 vehicles a day driving on Highway 11,” he said, “Is that worth it to anyone? Who knows?”
Anderson said the money would be used to improve the city’s infrastructure. It needs new water and sewer lines, a task he said recently cost a neighboring municipality about $10 million.
Since most provincial funding is tied to population, Anderson said asking the provincial government for more money to put toward the infrastructure project is not an option. Duck Lake has a population of approximately 580 people.
Anderson said he came up with the idea of selling the city’s naming rights before he was elected, after reading about a stadium in the United States that was selling naming rights for 20 years for $35 million a year.
Anderson said he considered the skating rink and city hall, but knew the buildings wouldn’t sell for the same amount. He started to think big.
The city of Duck Lake is putting its name up for sale. Mayor Jason Anderson said the city’s name change is not just about business, but should also honor the community’s deep-rooted Canadian history.
The city council approved the sale of the city’s naming rights in a close 3-2 vote.
Anderson said city residents were not consulted in advance to prevent copycat municipalities from getting ahead of Duck Lake.
“If we had discussed this with the locals and if this had come to light and any other community had actually found out about this, before we made a decision, well, would they have done it? [gone] Go ahead with that? said.
Mixed reactions from residents
Brody Falcon, an employee at the city’s post office, said he feels like the city is selling out and that residents should have been included in the conversation sooner.
“I know the population around here is decreasing and jobs around here are scarce,” Falcón said, but the city shouldn’t try to make “quick money.”
Falcon said that while he can see the business case for the decision, the city’s name is “more than just a name. It’s the history here.”
Roy Mike said he was surprised to hear the news of the name change, but is “completely on board” as it could increase business and traffic in the community.
“I feel like I could really help. There are a lot of slow days here,” he said, referring to the grocery store where he works.
Longtime resident and nurse Lillian Gardipy said there are more important considerations than potential income.
“My ancestors called Duck Lake in Cree,” he said.
“My feeling is let’s keep it. Money isn’t everything,” he said. “I appreciate my heritage here. I appreciate the city and the history behind it.
The community has the last word
Mayor Anderson said that ultimately it won’t be him or the city council that will make the decision to move forward with the name change, but the community.
Bids are open until March 31, 2026, and then it plans to have a public meeting in April to discuss bids, if any, with community members.
“The city would have to make the decision and if they approve it, then we will petition the government and see what happens,” he said.
Considering the historic nature of Duck Lake, which is located in Treaty 6 territory and has deep Metis roots, including being the site of the first shots fired in the 1885 Northwest Resistance led by Louis Riel, Anderson said any corporation seeking naming rights would have to have values and ideals that aligned with those of the city.
“It really would have to be a company that aligns with our history, that allows us to continue to embrace it.”
Even if no bids are made, Anderson said Duck Lake will still benefit.
““We are getting incredible exposure, so really, this is a win-win,” he said.
