Roadside markers are its trade. The William G. Pomeroy Foundation places them where a local legend took hold. In 2021 it set an "Origin of Champ" marker on the shore of Bulwagga Bay, where Captain Crum's 1819 sighting became the earliest printed Champ report. In 2024 it added a Legends & Lore marker for the Silver Lake Serpent at Perry, a town that still holds a sea serpent festival. That same year it placed another at Garden City, Utah. There, settlers had reported the Bear Lake Monster since 1868.
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