The town of Duck Lake in Saskatchewan is seeking a fresh identity and a financial boost through a unique initiative. Mayor Jason Anderson announced that the town is open to offers for the naming rights, starting at $10 million. This opportunity allows interested parties to secure permanent branding that would be globally recognized, featuring on maps, GPS, and even The Weather Network.
The strategic location of Duck Lake, situated between Saskatoon and Prince Albert with a high daily traffic volume of around 6,000 vehicles on Highway 11, makes it an appealing prospect for potential investors. The funds generated from the naming rights sale, Mayor Anderson explained, would be directed towards essential infrastructure upgrades, such as new water and sewer lines, crucial for the town’s development.
The decision to put Duck Lake’s naming rights up for sale was made by the town council in a close 3-2 vote, without prior consultation with residents to avoid imitation by other communities. While opinions among residents vary, with some expressing concern over preserving the town’s historical identity, others see the potential economic benefits of attracting more business and traffic to the area.
The bidding process for Duck Lake’s naming rights is open until March 31, 2026, with a public meeting scheduled in April to discuss any received offers with the community. Mayor Anderson emphasized that the final decision on proceeding with the renaming would rest with the residents, ensuring that any prospective corporate partner aligns with the town’s rich history and values.
Regardless of the outcome, Mayor Anderson views the naming rights initiative as a positive opportunity for Duck Lake, citing the exposure and attention it has garnered as a valuable outcome.