The familiar glow of a classic Winnipeg holiday symbol has returned to the city's skyline. The old 'Humbug' sign is once again adorning the balcony of the Ashbury Place apartments, located at the prominent corner of Ness Avenue and Century Street in the St. James area.
A Festive Fixture Makes Its Annual Comeback
Residents and passersby noted the sign's reappearance on December 1, 2025. Its installation acts as an unofficial marker for the beginning of the festive season in this part of Winnipeg. The sign, which simply reads "Humbug" in a classic script, has become a beloved and slightly ironic landmark, playfully nodding to the grumpy sentiment of Charles Dickens's Ebenezer Scrooge while simultaneously embracing community cheer.
More Than Just a Sign: A Local Tradition
While its exact origins are fondly debated by locals, the sign's annual return is a consistent event that sparks conversation and nostalgia. It transcends being mere decoration; it is a piece of local heritage that connects current residents with the neighborhood's past. Its placement on the apartment balcony ensures it is visible to a steady stream of traffic along the busy thoroughfares of Ness and Century, making it a shared point of reference for the entire community.
The tradition underscores how cities are built not just on buildings and roads, but on recurring rituals and shared symbols. In an era of rapid change, such simple constants provide a sense of continuity and place. For many in St. James and beyond, seeing the "Humbug" sign lit up is as much a part of the holiday season as snowflakes and carols.
Signifying Community Spirit in St. James
The return of the sign, while a small act, highlights the character of the St. James neighborhood. It represents a commitment to maintaining unique local customs that larger commercial holiday displays cannot replicate. The story of the Humbug sign is ultimately a Winnipeg story—one of understated humor, community identity, and the warmth found in longstanding traditions.
As the holiday season progresses, the illuminated "Humbug" will continue to stand as a testament to Winnipeg's distinctive festive spirit, reminding everyone that sometimes, the most meaningful celebrations are rooted in the familiar sights of home.
