The Town of South Bruce Peninsula has presented three options for people to consider as part of its Sauble brand refresh project.
All three options propose to keep ‘Sauble Beach’ as the name for the village at the renamed Saugeen Beach.
A February staff report to council explained, “Recent changes to the ownership and official naming of the 2.4-kilometre sand beach along Lake Huron, now formally recognized as Saugeen Beach (formerly Sauble Beach) have generated community dialogue and questions regarding local identity, place-making, and long-term positioning of the area.”
Staff said, “The purpose of this initiative is to establish a forward-looking community identity that builds civic pride, supports sustainable economic development, and creates a refreshed and cohesive brand that resonates with residents, visitors, businesses, and investors. The strategy will guide the creation of a renewed market brand that reflects both the community’s evolution and its future aspirations.”
A consultant was hired to do the work for $75,000. So far, there have been community engagement meetings with business owners, an online survey and other community engagement.
The Town’s project website says in March and April engagement included a virtual survey with 428 responses, one virtual workshop with 12 participants from local businesses, a community workshop with 30 participants, an in-person workshop with ten participants, another workshop with nine people, and interviews with 12 people.
In response to an inquiry from Bayshore Broadcasting News about what kind of conversations it’s had with the First Nation, the Town says, “Our consulting team at Tante Consulting has been in communication with the Saugeen First Nation Economic Development Office, who has also connected them with the Saugeen First Nation Beach Advisory Committee.”
Saugeen First Nation has chosen artist Jeanette Ladd’s design concept for its sign at the entrance to its beach. It will read, ‘Saugeen Beach, Chi-Gmiinh.’
Meanwhile the Town of South Bruce Peninsula says there was a discussion about “‘Sauble’ vs. ‘Sauble Beach,’ and says “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 Town’s engagement results page says, “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.’” It says, “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.”
Meanwhile, the results so far say, 61 per cent said the quality of the beach itself is a top reason for visiting the area.
The Town says based on engagement, there’s desire for a more modern brand that people felt would better embody the community, “as it is now, and something it can grow into.”
The Town had built a retro branding identity that last time it refreshed its Sauble signage and overall look. The project website says some people felt the current brand was plain and outdated while others liked the retro beach town vibe.
Now, in a ‘phase two survey,’ the Town is inviting feedback from locals, visitors and businesses on the three brand options. There is also a questionnaire about general impressions of the beach community and values people would like to see emphasized.
The Town says it will remain open for public participation until May 25.
Mayor Jay Kirkland says in a statement, “We are grateful that the community showed up over the past two months to share their perspectives about Sauble Beach, the brand, and the future,” adding, “This insight is what informed and inspired these three new brand concepts, which capture different sides of Sauble’s unique character. One of these will set the tone for placemaking, branding, and communications efforts going forward, so we encourage everyone to have their say and share what option they think best reflects who we are.”