Sauble Beach Destination Marketing, Branding and Economic Positioning Strategy

Recent changes to the ownership and official naming of the 2.4-kilometre stretch of shoreline along Lake Huron, now formally recognized as Saugeen Beach (formerly Sauble Beach), have sparked important conversations about identity, place, and the future of the community.

This presents a powerful opportunity to thoughtfully shape a new or refreshed brand that reflects the community’s evolution, values, and aspirations. In response, the Town of South Bruce Peninsula is undertaking a Destination Marketing, Branding, and Economic Positioning Strategy for the northern portion of the sand beach and the urban area of Sauble Beach.

This forward-looking initiative will engage the community and key partners to define a shared vision, strengthen civic pride, and create a cohesive identity that supports sustainable economic growth. The project will inform and guide the development of a renewed market brand—one that represents the area’s unique character, natural assets, and cultural significance, while positioning it as a vibrant, welcoming destination for residents, visitors, and investors alike.

Why invest in a brand refresh?

The current brand was introduced in 2013, and a lot has changed in Sauble Beach since then! Beyond the changes in ownership of the beach, the community and local business landscape have also evolved.

A place brand is about more than a logo and the way our brochures look; it is about how we share the story of Sauble Beach with the rest of the world and is meant to capture the essence of who we are as a community. A strong place brand means:

• Economic growth: A clear identity attracts businesses, entrepreneurs, and investment, which, in turn, supports local jobs and expands our tax base.

• Tourism revenue: A stronger brand draws more visitors, bringing outside dollars to local shops, restaurants, accommodations, and events.

• Community pride: It celebrates who we are as a community, who we strive to be, and where we come from.

• Smarter marketing: A unified brand strengthens the impact of marketing investments, whether promoting events, attracting new residents, or supporting local businesses (i.e., Spruce the Bruce and RT07 Partnership programs).

• Long-term resilience: A clear, consistent identity helps us adapt, grow, and be market-ready over time rather than reacting to change without direction.

The questions we’re exploring through this process are centred on what makes Sauble Beach unique, what the shared values are throughout the community, and why—if someone could live, work or visit anywhere in Ontario—would they choose to come here?

Once the project team gathers feedback from across the community, they’ll curate findings and guide us in how to articulate who we are to target audiences, complemented by refreshed visual assets that embody the Sauble Beach identity.

Informing the strategy

Throughout March and into April, the project team carried out a number of engagement activities to understand current perceptions of the Sauble Beach brand, what makes the community unique, and opportunities for the brand refresh, as perceived primarily by residents and local business owners, as well as neighbouring community members and past visitors.

Engagement included:

• Virtual survey: 428 responses

• 1x virtual workshop for businesses: 12 participants

• 1x community workshop: 30 participants

• 1x in-person business workshop: 10 participants

• 1x in-person partner workshop: 9 participants

• 1-on-1 or small group interviews: 12

• Ongoing conversations with Saugeen First Nation

Engagement opportunities were communicated through the Town of South Bruce Peninsula, the Chamber of Commerce, via The Sauble Surf’s social media pages, and other partners. Project posters, linking to this OpenMic page, were also shared throughout the community.

So, what did we hear?

The following notes summarize recurring ideas, messages, and concerns gathered from people participating in engagement activities (“participants”). Note that findings represent key themes identified as relevant to the brand project; these notes do not necessarily reflect the views of all participants, nor do they capture feedback gathered that is unrelated to the brand project.

THE BRAND, SPECIFICALLY

‘Sauble’ vs. ‘Sauble Beach’
The community's overall sentiment is that it is important to use the town’s full name in brand and communications initiatives. There is a resounding demand to maintain the identity as is; some participants said that removing ‘Beach’ from the ‘Sauble Beach’ name, even if only in marketing materials, would feel like stripping away a core part of the local identity. There is an appetite for the brand guidelines to emphasize that “Sauble Beach” is a community and “Saugeen Beach” is a beach, and that together they form a great destination to be enjoyed.

The brand in practice
Many people spoke about a sense of neglect and/or dilapidation in Sauble Beach, and about how the empty lots and commercial spaces coming into town on Main St. do not make a good first impression on visitors or prospective investors. There is an appetite to see the refreshed brand carried out beyond a logo and marketing materials; rather, through placemaking investments like wayfinding (including gateway signs), banners, public art, streetscaping, story plaques, and more.

Visions for the brand refresh
Overall, there is an appetite for a more modern brand that better embodies the community as it is now, and something it can grow into. There is hope that it will maintain the family appeal, as well as the core traditions and feelings associated with the Sauble brand.

Retro identity
Some people used words like “plain” and “outdated” to describe the current logo, while others appreciate how it reflects the town’s "retro beach-town vibe" and unpretentious atmosphere.

Within both groups, there is often agreement that a “retro” brand identity aligns with Sauble Beach's essence and personality, evoking simpler times and the nostalgic connections that permeate the community and its residents, while also seeing an opportunity for modernization. Some suggest that a refreshed brand will better align with the direction local businesses are taking and appeal more to prospective investors & business owners. A selection of participants said it is possible to embrace a retro identity without it being interpreted literally like the current logo.

Telling the story
There is excitement about the local storytelling potential, and a hope that the brand refresh lays out a plan that better incorporates opportunities to highlight history, Indigenous connections, local heritage, Anishinabek culture, familial connections, and the stories of residents & long-time visitors.

Businesses & the brand
Representatives of businesses who participated in the brand exercises see brand implementation as the Town's responsibility and do not want mandates or expectations that they adapt it in their own practices (facades, design, marketing). Rather, they see a refreshed brand as a tool to strengthen the Town and DMO’s efforts to attract visitors, new residents, and investments, and to drive business to them. It was noted that there was a desire for the brand to be accessible to the business, in particular for use on branded merchandise they may create and/or sell to celebrate the community.

COMMUNITY IDENTITY & VALUES

Beyond the beach
There is an overwhelming connection amongst locals to Sauble’s natural spaces, including the beach and beyond. The trails, forests, and falls are all core components of the local identity, and there is a deep desire to protect these assets. Still, the beach is also an integral part of the community’s character, as many point to sunshine, sand, “Caribbean-like waters,” and sunsets as the primary images that come to mind when thinking of Sauble Beach. Many participants specifically pointed to their deep connection to, use of, and care for the beach.

Nostalgia & generational connections
There are many, many stories of cross-generational connections to Sauble Beach. Whether people visited the community as a kid and eventually moved there, or lived there their whole lives, they feel deeply rooted in the community and have a strong sense of connection to and protection over it. When many think of Sauble, they think of family and childhood memories, with “past visitor” survey respondents often describing the area as their "happy place" or a "home away from home."

A place for families
Sauble Beach is viewed as a place for families, with many participants recalling how common it’s been, over generations, for the same family to rent the same cottage during the same week, year after year after year. Beyond those long-standing ties, Sauble Beach is viewed as a safe, enjoyable place for families to live and visit.

Care & community
There is a sense of deep care for people, place, and public spaces. The community is protective of its identity and each other, and many see themselves as stewards, carrying the responsibility for maintaining Sauble’s natural qualities and local connections. Similarly, many people appreciate the feeling of closeness to their neighbours and the sense of belonging one can find, whether walking down the street or watching the sunset.

Escape, peace & serenity
Sauble is romanticized as a place to escape, and where people can count on peace and relaxation. Participants often reference their shoulders loosening or their stress dissipating when they began the journey from home to Sauble Beach or when they crest the hill entering the community, viewing it as a place to disconnect and recharge.

Reconciliation with Saugeen First Nation
A range of views were shared regarding the beach’s ownership and naming. While some expressed frustration over the loss of municipal control, many shared a desire for “true reconciliation.” Land claim outcomes were described as “divisive,” leading to calls for a professional, collaborative partnership with Saugeen First Nation and a hope of moving forward together for mutual benefit.

SAUBLE AS A DESTINATION

The beach as a primary visitor draw
In addition to familial connections and nostalgia, the quality of the beach itself is a top reason for visiting Sauble Beach (61%), according to “past visitor” survey respondents. They use words like "pristine," "scenic," and "irreplaceable" to describe the natural environment, and many refer to "world-class" sunsets, the soft sand, the warm water compared to other areas, and the presence of wildlife such as piping plovers.

Desire for expanding tourism visitation & exploration
There is an appreciation for how year-round offerings in Sauble continue to expand, and a general desire for this trend to continue. The business community sees an opportunity for incremental growth; for example, a fully operational destination from May to October in the next five years, and a year-round destination in the next 10 years.

They see activities such as cross-country skiing, snowshoeing, and snowmobiling as core attractions during the winter season. One challenge is year-round employment, as many businesses rely on students as summer staff. The Sands has demonstrated the opportunity to lean on local retirees for year-round employment.

In the survey, visitors indicated they would be inspired to return to Sauble Beach outside of summer if there were more restaurants and shops open (51.2%), off-season lodging deals (43.9%), or specific seasonal events like fall festivals and holiday markets.

Regardless of season, there is an appetite to increase visitor awareness about the natural assets and outdoor experiences to be enjoyed in and around Sauble Beach, beyond the sun & sand.

Enhancing the downtown experience
Participants shared a desire for Main St. to reflect the “beach town vibe,” through public space activation, colour, music, and more. There is a sense that greater investment in placemaking and place branding will encourage beachgoers to expand their local touchpoints while in-destination.

Additionally, some participants identified an opportunity to diversify culinary options, suggesting that an expanded range of cultural food options could increase the appeal of venturing downtown to more visitors and thereby influence greater visitor spend.

Intercommunity transportation
Many people proposed a shuttle service to mitigate parking issues and congestion, connect visitors to local businesses, and encourage exploration beyond the beach. Some proposed off-site parking (i.e., away from the beach) and using a shuttle service to bring people into town.

Visitor management
As is common with beach destinations, there is concern about tourism, particularly regarding how tourists manage garbage, when they access restrooms, and their respect for natural environments. There is curiosity about how place branding can influence visitor behaviour to mitigate long-standing challenges and foster greater care for the built and natural environment.

Demand for more things to do
The lack of entertainment and activities beyond the beach is a recurring theme in local feedback. There is demand, particularly among locals, for more activities, and a perceived gap in options for kids and youth. Participants shared that rainy days in the summer mean a lack of business activity, given the lack of anything to draw people into the commercial strip, though the demand for diversification spans seasons.

Water & sewage servicing
The lack of water and sewage services is seen as a major deterrent to new investment in Sauble Beach. While there is concern that water and sewage would lead to big-box-style commercialization, some suggest that it is not necessary for the whole town to be serviced; rather, a focus on Main St., for example, can enhance appeal to new businesses and investments.