By Andrew de Souza

P.A. to be called “Beautiful Gateway City”

Jun 17, 2011 | 6:22 AM

For many years, the Prince Albert has been known as “The Gateway to the North,” but not anymore.

The new motto is “The Beautiful Gateway City.”

City council approved the change on Monday. Residents will notice the difference most prominently on roadway signs greeting drivers as they enter and leave the city.

The recommendation came from the city’s beautification subcommittee, which voted unanimously in favour of the proposal.

Coun. Jayne Remenda, who sits on the subcommittee, said the new motto takes the old idea and brings it into the future.

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“We felt that ‘gateway’ needed to stay, but we really we wanted to expand on it,” she said. “We really felt that we were more than just the gateway to the north but that … we were the gateway to adventure, to the lake lands, to prosperity, to all sorts of things.”

Remenda said that ultimately, the committee was approving the new slogan. She said the idea was first created several years ago in a previous council-of-the-day.

The opportunity came when 2010’s plow winds destroyed a welcome sign that needed to be replaced, and council figured they may as well redesign it.

The motion to change the motto and the sign passed through council, but it wasn’t unanimous.

Coun. Cheryl Ring said it didn’t make sense to change something as entrenched as a city motto without input from the public at large.

“We have been known as the ‘Gateway to the North’ and I believe that until we have a co-ordinated effort for branding … I’m not supporting this subtle change,” she said. “Once you choose a branding, it takes a very, very long time for it to really sink in, and I just don’t believe we should be changing at this time.”

Coun. Lee Atkinson said it wasn’t so much the slogan that was the problem, but the actual look and feel of the proposed sign.

“I would have engaged the community to come up with something interesting or unique that the traveling public might remember and take note of,” he said. “The signage is to somewhat degree benign.”

Despite their concerns, the sign design passed with councillors Cheryl Ring, Atkinson and Charlene Miller dissenting.

According to the city report, each sign comes at a cost of about $14,000. Insurance will cover the cost of the one that was destroyed.

adesouza@panow.com