A Saskatchewan town is seeking a fresh identity while aiming to secure additional funds. Duck Lake, situated approximately 80 kilometers northeast of Saskatoon, is open to offers for its naming rights, with a starting bid of $10 million. Mayor Jason Anderson disclosed that interested parties would acquire permanent naming privileges, ensuring visibility on various platforms like GPS, maps, and The Weather Network, not only in Saskatchewan but globally.

The town anticipates attracting corporate entities or individuals looking to establish a lasting legacy by offering a bid due to Duck Lake’s strategic location between Saskatoon and Prince Albert, witnessing high traffic flow. With around 6,000 vehicles passing through daily on Highway 11, Mayor Anderson emphasized the potential value of this opportunity.

The revenue generated from the naming rights sale would be directed towards essential town infrastructure upgrades, particularly for water and sewer systems, a significant expense that a neighboring municipality recently incurred. Given Duck Lake’s small population of about 580 residents, Mayor Anderson ruled out seeking additional provincial funding tied to population size.

Inspired by a stadium in the United States selling naming rights for a substantial sum annually, Mayor Anderson proposed the idea to sell Duck Lake’s naming rights as a lucrative alternative to funding essential projects. Despite a narrow 3-2 council vote approving the decision, residents were not consulted initially to prevent other municipalities from preempting the town’s initiative.

While some locals like Brody Falcon expressed concerns about the town’s heritage being commercialized, others like Roy Mike welcomed the opportunity for potential economic growth and community development. Lillian Gardipy, a longtime resident, emphasized the cultural significance and heritage tied to Duck Lake, advocating for preserving its historical identity.

Ultimately, the community will have the final say on whether to proceed with the renaming process after bids close on March 31, 2026. Mayor Anderson stressed the importance of aligning with Duck Lake’s historical and cultural values when considering potential corporate partners for the naming rights. Regardless of the outcome, the town stands to gain exposure and benefits from the initiative.