The town has several welcome signs, a really nice carved wood sign beside a Canadian National Railway caboose along Smith Drive, just off Highway 97A, and a couple of larger, more visible signs along the highway. This one marks the northern entrance to the town.
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.