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. Rather than viewing this moment as a challenge, it 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 stakeholders 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 authentically 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. Through this work, the community will establish a clear, confident identity that honors its past while boldly embracing its future.