In a bid to secure much-needed funding, a small town in Saskatchewan is on the lookout for a new name. Duck Lake, located approximately 80 kilometers northeast of Saskatoon, has initiated a process to auction off its naming rights, starting at a minimum bid of $10 million. Mayor Jason Anderson revealed that interested parties would acquire the permanent naming rights, ensuring visibility on various platforms including GPS, maps, and The Weather Network globally.
The town envisions attracting a corporate entity or an individual seeking to establish a lasting legacy for their family to seize this opportunity, leveraging Duck Lake’s strategic location between Saskatoon and Prince Albert, which witnesses high traffic volume. Mayor Anderson highlighted the town’s prime location along Highway 11, with approximately 6,000 vehicles passing by daily, underscoring the potential value for interested parties.
The proceeds from the naming rights sale are earmarked for critical infrastructure upgrades in Duck Lake, particularly focusing on essential water and sewer line enhancements. Given that provincial funding allocations are typically tied to population figures, Mayor Anderson emphasized the necessity of exploring alternative funding avenues to support the town’s infrastructure development, given Duck Lake’s modest population of around 580 residents.
Inspired by a stadium in the U.S. that garnered substantial revenue through naming rights, Mayor Anderson conceived the idea of selling Duck Lake’s naming rights, considering options beyond traditional revenue sources like the town’s skating rink or town hall. Despite a close 3-2 council vote in favor of the initiative, the decision was made without prior consultation with residents to prevent competitive municipalities from preempting Duck Lake’s move.
While opinions among residents vary, with some expressing concerns about preserving the town’s historical significance, others see the potential economic benefits and increased activity a name change could bring to the community. Mayor Anderson emphasized that the final decision on proceeding with the renaming would rest with the community, with bids open until March 31, 2026, and a public meeting scheduled for April to discuss any received offers.
Given Duck Lake’s rich historical background, deeply rooted in Métis heritage and significant events such as the 1885 Northwest Resistance, Mayor Anderson stressed that any potential naming rights purchaser must align with the town’s values and history. Regardless of whether bids materialize, the town anticipates positive exposure and potential benefits from the auction process.