We Just Attended the Banff Sign Reveal (And Yes, It Really Is a Better Spot)

We stopped by the Banff Train Station on Thursday afternoon (Nov 20th) for the official unveiling of the Banff sign in its new home. It is the same iconic set of giant steel letters you have seen in countless visitor photos, but now they overlook Mount Norquay instead of sitting beside a busy road with cars whipping by.

And honestly, it works.

Why the Move Happened

If you have ever driven past the old sign on Norquay Road, you have seen the steady line of people edging into traffic to get their photo. It looked great in pictures but was not the safest setup. Council agreed the sign needed a safer, more pedestrian friendly home, and Norquay Resort offered to pick up the full tab to move it. The total cost was 1.2 million dollars, all covered privately and not by taxpayers.

Many locals have been asking why it cost so much to move a set of letters. The simple answer is that this was far more than a relocation. The new site will become a full parkette with benches, landscaping, and pathways that will connect to the rest of the Train Station. Crews also need to restore the old location to its natural state so it looks untouched. That work is still underway.

The Norquay Backdrop: A Marketing Jackpot

We also had a funny realization while standing there. In the long run, 1.2 million dollars is actually a bargain for Norquay. Thousands of photos a day will now be taken with Mount Norquay directly behind the sign. That is very cheap marketing for the next several decades.

To his credit, Norquay owner Adam Waterous is looking beyond the photo opportunity. Speaking to the crowd, he said the former location was a dangerous spot for the sign and that council was right to look for a safer alternative. He said the new space will become a community gathering spot and that a full parkette will be unveiled in about six months. He added that the location encourages visitors to park their car and experience Banff on foot.

What the Mayor Said

Mayor Corrie DiManno said the sign became an attraction no one ever expected. She said the town loved seeing people make it a part of their trip, but the old site was not ideal for pedestrians. With support from the Waterous family and Mount Norquay, the town found a new home for it. She also noted that the new location fits into a growing public and private partnership around the Train Station. That includes the 500 stall intercept lot and the future redevelopment of the Railway Lands.