FAQs

A Destination Marketing, Branding, and Economic Positioning Strategy is a comprehensive plan that defines how a community presents itself to visitors, investors, businesses, and residents. It clarifies the community’s unique identity, competitive advantages, target markets, and key messages, ensuring a consistent and compelling story across all platforms. 

This brand will guide all marketing and promotional efforts and be adopted by key stakeholders, including the Chamber of Commerce, the DMO, Explore the Bruce, and local businesses, to ensure alignment and amplify impact.

The Strategy will also provide clear, actionable recommendations to guide the Town’s future decision-making in areas such as tourism development, investment attraction, product and experience development, infrastructure priorities, and communications, ensuring long-term economic growth and a strong, unified community identity.

Next steps will be determined based on feedback received during the Phase 2 engagement period. Depending on the input, the project team may consider revisions to the options presented before finalizing the visual brand refresh. Any updates will be communicated via OpenMic and on the South Bruce Peninsula social media pages. 

The project team will then present a series of resources and directions to guide the Town and our partners with brand implementation. This includes:

• Branding & Storytelling Standards: Defining the Sauble Beach story, and providing guidance on how to effectively embrace it within communications and marketing efforts for different audiences (residents, visitors and investors)
• Wayfinding & Placemaking Directions: How can the brand be lived out in the way the Sauble Beach looks and feels
• Economic Development Positioning Strategy: Identification of priority business types, experiences, and investment opportunities, plus guidance to support downtown revitalization and year-round economic activity.

Saugeen First Nation has an important role in the project as the rightful owner of the 2.4 km of sand beach bordering the downtown business district of Sauble Beach, particularly in light of recent jurisdictional changes in the area. Their input will be sought and their participation encouraged throughout the community engagement process. Involving Saugeen First Nation will help identify opportunities for collaboration and shared economic development in the area, supporting initiatives that benefit both the Town and the First Nation while respecting their ownership and interests.

We welcome your participation in any upcoming engagement opportunities.

• Businesses can take part in a virtual workshop on March 24 from 6 - 7:30 p.m. (register here) or an in-person session on April 1 from 8:30 - 10:30 a.m. (register here).
• Community members are invited to a virtual workshop on March 26 from 6 - 7:30 p.m. (register here), or stop by Fretz's on April 1 between 4 - 7 p.m. for the in-person visioning event (no registration necessary).
• Everyone can fill out the digital survey, open through to April 2. Click here to get started.

More details are available on the OpenMic page!

Additionally, the project team is accepting applications from locals who are interested in supporting engagement activities as Community Animators. You can read more about the role and express your interest by clicking here. (Community Animators are paid positions through the consulting team.)

No. The Municipality is not planning to change the town’s name; ‘Sauble Beach’ will remain the community’s official name. 

As part of the branding project, the Municipality is exploring whether the shorter name ‘Sauble’ could be used in marketing and communications; for example, in storytelling, signage, or promotional materials. It’s one idea being considered to help create a clear, memorable, and relevant brand that reflects the community. The final branding approach will be informed by what residents, businesses, and visitors share through engagement activities.

This project is funded through revenue generated by the Municipal Accommodation Tax (MAT).

The MAT is a mandatory four percent (4%) tax applied to all short-term accommodations of 30 days or less.

Revenue generated from the MAT is reinvested back into the community to support projects like this one, helping enhance local amenities, tourism, and economic development.

For more information see our MAT page on the Town website Municipal Accommodation Tax - South Bruce Peninsula

The Town is actively seeking and applying for funding opportunities to help offset the costs of implementing recommendations from the strategy.

The MATA Board has been working on the promotion of South Bruce Peninsula and identified a need to consider a rebrand of Sauble Beach. Their input helped initiate the project.

The Town then engaged the Sauble Beach Chamber of Commerce, who were advised of the initiative and expressed their willingness to support and work collaboratively on the project.

This project reflects ongoing collaboration with key community stakeholders.