A Saskatchewan town is seeking a fresh identity and aiming to secure vital funds through a unique initiative. Duck Lake, situated approximately 80 kilometers northeast of Saskatoon, is now open to proposals for its naming rights, starting at a minimum bid of $10 million.
Mayor Jason Anderson disclosed that the town is offering to sell the exclusive permanent naming rights. This move would prominently feature the buyer’s name on GPS systems, maps, and The Weather Network, not just locally but on a global scale. Anderson expressed the town’s hope for a corporate entity or an individual looking to establish a lasting legacy for their family to step forward and leverage Duck Lake’s strategic location between Saskatoon and Prince Albert.
Highlighting the town’s advantageous high-traffic position along Highway 11, with an estimated 6,000 daily passing vehicles, Anderson raised the question of the value this opportunity holds for potential bidders. The generated revenue from the naming rights sale would be allocated towards improving Duck Lake’s infrastructure, particularly for essential upgrades like water and sewer lines, which recently incurred substantial costs for a neighboring municipality.
Given the limitations on provincial funding tied to population size, Anderson ruled out seeking additional financial assistance from the provincial government due to Duck Lake’s modest population of around 580 residents. The inspiration for the naming rights sale stemmed from Anderson’s prior encounter with a stadium in the United States that secured $35 million annually for 20 years by selling its naming rights.
The decision to pursue the sale of Duck Lake’s naming rights was approved by the town council in a close 3-2 vote, without prior consultation with residents to prevent potential imitations by other municipalities. The community will have the final say on whether to proceed with the renaming process, with bids open until March 31, 2026, followed by a public meeting in April to review any received proposals with the local residents.
Recognizing Duck Lake’s rich history, deeply intertwined with Métis heritage and the events of the 1885 Northwest Resistance, Anderson emphasized the importance of any potential corporate buyer aligning with the town’s values and historical significance. Even in the absence of offers, Anderson remains optimistic about the exposure and benefits Duck Lake stands to gain from this initiative.