The town has several welcome signs, some along the highway where one would expect to see them and this one, a really nice carved wood sign beside a Canadian National Railway caboose that has been put on display by the City of Armstrong along Smith Drive, just off Highway 97A.
The "Heart of Country" alludes to the area's farming, ranching and rodeo heritage, which extends back to the nineteenth century. Armstrong is home to the Interior Provincial Exhibition and Stampede, perhaps better known as the Armstrong Fair, one of the largest and best known agricultural fairs and rodeos in the BC interior. 2015 will see the staging of the 116th annual Armstrong Fair, making it older even than the Calgary Stampede.
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