Alberta may no longer be known as “Wild Rose Country” — at least on its licence plates.
The provincial government is looking to change the slogan and design of its plates, with Albertans being asked to vote over the next three weeks on eight possible options.
The new slogan, chosen by the government, is “Strong and Free.”
It’s a phrase featured in Latin on Alberta’s coat of arms as the provincial motto, but has also been used by the governing United Conservative Party in past campaigns and promotional material.
It’s also the name of the UCP’s theme song released six years ago by composer Alec Harrison and songwriter Julianna Hindemith.
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Julianna Hindemith · UCP Theme Song – Strong and Free – Alec Harrison and Julianna Hindemith
Smith told reporters there’s nothing political about the choice.
“There is no political ideology that owns Strong and Free. It’s something all Albertans can get behind and celebrate,” she said.
Smith said the phrase serves as a nod to the national anthem and illustrates “Alberta’s position as a strong and sovereign province within a united Canada.”
Political scientist Duane Bratt noted it’s a phrase closely linked to the party.
“Strong and Free is the slogan of the UCP. It’s the song of the UCP. They have a large donor club called Strong and Free,” he said.
The eight options include backdrops of Alberta monuments and landscapes, as well as plate numbers in blue in addition to the currently used red.
“Whether it’s the brilliant Prairies, the majestic mountains, pump jacks, horses, cattle and cowboys, the images are more than decoration,” Smith said of the designs.
“They are a celebration of Alberta’s natural beauty and our shared identity.”
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Smith also said Albertans didn’t want to give up references to the wild rose, the provincial flower, so all eight designs feature a drawn rose in the centre.
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The move comes a decade after a different attempt to redesign Alberta’s licence plates, that was in the end scrapped.
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In 2014, the Alberta government tried to roll out redesigned plates — with three designs for the public to vote on — containing a new Alberta logo, a push to the government’s website, new safety features, and no “Wild Rose Country” slogan. The proposed plates also had new safety features and new background art.
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As leader of the former Wildrose Party in 2014, Smith was critical of the then-governing Progressive Conservatives’ plans to ditch the “Wild Rose Country” slogan from licence plates as part of its own redesign project. At the time, she called the move “clearly political.”
RETWEET if you still think Alberta is Wildrose Country! #ableg #wrp pic.twitter.com/AgKWlJFOos
— Team Wildrose (@TeamWildrose) July 8, 2014
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That fall, then-premier Jim Prentice cancelled the previously-announced licence plate redesign, saying it would have cost $15 million and the funds would have been better spent on schools and other priorities of Albertans.
Prentice’s office said $800 was spent on the survey and announcement of the new designs, while the previous premier Alison Redford’s office spent $9,745 in 2013 for “work on an alternative design that was not carried forward.”
The government of the day said the existing design would remain with updated safety features.
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Asked about her change of heart 11 years later, the premier discounted her past comments.
“I also joked that it was great to have advertising for the political party I represented at that time on the back of every licence plate,” Smith said.
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“It’s actually sort of odd that this wasn’t on the licence plate to begin with, since it’s our provincial motto.”
Service Alberta Minister Dale Nally, speaking alongside Smith, said the winning design would be announced later this fall after the “tournament-style” vote got underway Wednesday.
“This is a fun event,” said Nally.
“Ultimately it’s Albertans that will be choosing the plate, not government (and) I think that’s something to celebrate.”
Nally, in an interview, said the rollout of the new plates could cost the government $2 million, but is expecting the price tag to be between $25,000 and $50,000.
“Regardless of what the number is, it’s absorbed from within my current budget,” Nally said.
Nally’s overall budget for the fiscal year is a little more than $200 million.
Speaking with reporters, Opposition NDP Leader Naheed Nenshi wrote off the licence plate announcement as a distraction from more pressing issues, including a provincewide teachers strike now in its second week.
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Nenshi said the slogan choice is inherently political for its connections to Smith’s party, as is the switch to Tory blue lettering.
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He also questioned the project’s budget.
“Alberta’s official fish is the bull trout,” Nenshi said. “I don’t know if the bull trout is appearing on any of these licence plates.
“I hope it is because this is fishy as hell.”
Smith, during the news conference, defended the timing of the licence plate swap, saying her government can focus on more than one thing at a time.
“Every single person who drives on the road has (to have) a licence plate, and so we have to make a decision on what that licence plate looks like,” she said.
Prototypes of the new plates were adorned on cars and trucks parked just outside the front steps of the Alberta legislature.
The winning design will be announced during the fall session of the legislature.
The new plates, which are not mandatory, are expected to be available beginning in late 2026.
Albertans can get the new plate on their vehicle registration renewal date at no additional cost.
Drivers will also be able to pay a $28 fee if they want to replace their old plate before then.
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Albertans are not obligated to do so though, and can also keep the previous plate if it’s still in good condition.
Alberta’s current licence plate was designed in 1984.
— With files from Karen Bartko, Global News
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