Smithers has adopted an alpine theme, which is drawn from the geography of the area. A town bylaw requires businesses in the downtown area centred on Main Street to construct their buildings in an alpine style. A fibreglass statue of a man blowing an alpine horn, commonly referred to as "The Alpenman" or "Alpine Al", is located at the entrance to the main street and has become the town symbol. Similarly, the Smithers chamber of commerce displays an "Alpine Al" costume at community events and in television advertisements for the town's businesses.