Town of South Bruce Peninsula launches engagement initiatives for new community brand project

The Town of South Bruce Peninsula is pleased to announce the kick-off of community engagement initiatives to inform its Sauble Beach
Integrated Destination Marketing, Branding & Economic Positioning Strategy. 

By embarking on this process with support from a third-party consulting team, the Town seeks to establish refreshed resources that capture the spirit and essence of the Sauble Beach community, which will then be activated for tourism promotion and economic development
purposes. The project follows recent changes to the ownership and official name of the 2.4- kilometre strip of beach along Lake Huron, now officially recognized as Saugeen Beach (formerly Sauble Beach).

“We recognize that Sauble Beach holds deep meaning for many people — as a home, a livelihood, and a place of lifelong memories,” says South Bruce Peninsula Mayor Jay Kirkland. “As we move forward with this strategy, it’s important that we listen carefully and work
collaboratively, particularly in light of the beach’s official recognition as Saugeen Beach. This process is about ensuring our economic future reflects our shared history, evolving identity, and the opportunities ahead. I encourage everyone to take part and help shape the next chapter of Sauble Beach.” The Sauble Beach community is invited to participate in project engagement initiatives as follows:

• Digital survey: A survey for community members, business owners, investors, and past visitors is now live at this link. It will take 8 - 10 minutes to complete, and five participants will be randomly selected to win a $50 gift card to a Sauble Beach business of their choosing at the end of the survey period.
• Community visioning events: Full-time and seasonal residents are invited to participate in visioning sessions as follows:
  • Virtual: A virtual Community Visioning Event is scheduled for Mar. 26 from 6 - 7:30 p.m. Through a series of breakout activities and using interactive tools, facilitators will unearth the essence of the community from those who know it best. Click here to register.
  • In-person: A special community pop-up is scheduled for April 1, 2026, from 4 - 7 p.m. at Fretz's Your Independent Grocer (612 Main St.). Residents are invited to stop by at their convenience to participate in the creative visioning exercise and speak with the engagement team. No registration necessary.
• Finally, the project team is seeking Community Animators to support on-the-ground engagement. The opportunity is open to residents who are comfortable and confident in social interaction. Honorariums will be paid to Animators for their time. Learn more and express your interest by clicking here.

For project updates and to engage with the project, visit OpenMic and follow the Town’s Facebook page. 

“This strategy is about more than marketing — it’s about defining a clear and authentic economic position for Sauble Beach in a changing landscape,” says Danielle Edwards, Manager of Economic Development and Communications. “Through meaningful engagement with residents, businesses, Saugeen First Nation, and visitors, we will identify what differentiates this community and how we tell that story in a way that supports sustainable tourism and year-round economic vitality. The stronger the participation, the stronger the outcome.”

For more information, contact:
Danielle Edwards
Manager of Economic Development & Corporate Communications
Town of South Bruce Peninsula
519-534-1400 Ext. 148 | danielle.edwards@southbrucepeninsula.com