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.

This is where you come in!

We know that a community’s brand is as much about the people as it is about the place, so we’re keen to engage as many locals as possible to inform our work.

Whether you’re a full-time or seasonal resident, a local entrepreneur, business owner or past visitor, we want to hear from you! Here's how you can have your say:

• Take the 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.

• Participate in a community visioning event: 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.

All updates will be posted on this dedicated project page and shared via the Town’s Facebook page.

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.

Interested in joining the engagement team?

The project team leading community engagement efforts for the Town of South Bruce Peninsula's Sauble Beach Destination Marketing, Branding, and Economic Positioning Strategy is seeking enthusiastic and engaged individuals, with a specific focus on youth and seniors, to support engagement initiatives as Community Animators.

With support from project leadership, Animators will engage with the Sauble Beach community through pop-ups, workshops, and other events to capture local participation and perspectives. Training and ongoing support will be provided.

This role is ideal for individuals with lived experience in Sauble Beach and knowledge of the local community.

Click here to learn more and to express your interest in the opportunity.