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CTV News
5 hours ago
- CTV News
‘It's still Sauble Beach' - Sauble Beach sign changed to ‘Saugeen Beach' by Indigenous group
Sauble Beach's iconic main street sign has been changed to read 'Saugeen Beach' by members of the Saugeen First Nation, the owners of the beach. July 3, 2025. (Scott Miller/CTV News London) Visitors to Sauble Beach are having a double take today as the iconic sign that greets tourists, which used to say Sauble Beach, was changed Monday night. 'My son showed me the picture he took, and I said, what the heck happened. What is happening here?' said Suzanne, from Hanover, who was seeing the sign change for the first time today. On the eve of Canada Day, members of the Saugeen First Nation changed the sign at the end of the Sauble Beach's main street from 'Welcome to Sauble Beach' to 'Welcome to Saugeen Beach.' 070325 Sauble Beach's iconic main street sign in June 2023. (Scott Miller/CTV News London) 'It's obviously been decades in the making. We've had a lot of struggles. And I feel like finally, we can put our name on it,' said Saugeen First Nation councillor, Cheree Urscheler. Following a nearly 30 year court battle, the Saugeen First Nation had ownership of nearly 2.5 km's of Sauble Beach's valuable sand, returned to them, in April 2023. Following multiple appeals by the previous owners, the Town of South Bruce Peninsula, the decision to return ownership of Sauble's sand to the Saugeen First Nation was upheld in December 2024. A change to Sauble's sign was supposed to happen earlier this summer, but it was decided to hold off until the eve of Canada Day. 'The timing, I think, for me personally, the timing is perfect. It's a statement,' said Saugeen First Nation councillor, Sonya Roote. The sign change caught many off guard, including the Town of South Bruce Peninsula, who didn't know the Sauble sign was coming down and the Saugeen sign was going up until it happened. 'The Sauble Beach sign is a well-known landmark with deep meaning for many people,' says South Bruce Peninsula Mayor Jay Kirkland. 'While we respect Saugeen First Nation's right to make changes on their land, we believe open communication is important, especially when it involves something so symbolic to the broader community. We remain committed to respectful dialogue and working together in the spirit of mutual understanding,' continues Kirkland. While many Sauble Beach visitors CTV News spoke to today hadn't even noticed to sign name change, those that did notice have mixed opinions about it. 'It was disappointing and it was surprising, just because I don't think many people knew that it was coming. And, you know, just to show up on July 1st and see the sign has been changed on the beach, I think a lot of people are just in disbelief,' says Suzanne from Hanover. 'I'm really glad that they did it, because like everyone knows it as Sauble Beach, when it isn't actually, it's Saugeen Beach, and I think people should know that,' said Anouska and her family visiting from Hamilton. 070325 A section of beach formally known as Sauble Beach, now called Saugeen Beach. (Scott Miller/CTV News London The sign change at the beachfront from 'Sauble Beach' to 'Saugeen Beach' is more symbolic than anything, said Saugeen First Nation councillors, Roote and Urscheler. The town itself is still called Sauble Beach, and that's still what will show up on everyone's GPS, when they plan their visit to the sand and waters, clearly owned by the Saugeen First Nation. 'To everybody, it'll still be Sauble Beach. The town is still Sauble Beach. It's just, this part of the beach is Saugeen First Nation. That's all,' says Saugeen First Nation councillor, Lester Anoquot. 'I understand people saying, it's iconic and we grew up with it, I grew up with as Sauble Beach as well. But, it would have been nice to grow up with it being Saugeen Beach the whole time, right? Which it should have been. So I mean, there's a lot of years it was the wrong name put on the beach, so I think, I think it's time,' said Councillor Roote. 'Forever, it's always been Sauble Beach and forever in my mind, it's not. And it was kind of hurtful to see that, and to know that, behind the scenes, we've always been trying to get it back. So to see it now, yeah, my heart is smiling,' said Councillor Urscheler.
Toronto Sun
a day ago
- General
- Toronto Sun
Iconic Sauble Beach sign changed overnight ahead of Canada Day
The iconic 'Welcome to Sauble Beach' sign was replaced by a new 'Welcome to Saugeen Beach' sign overnight heading into Canada Day. An iconic sign that for decades has greeted beachgoers upon arrival to a popular beach on the Lake Huron shoreline was switched up on Canada Day. This advertisement has not loaded yet, but your article continues below. THIS CONTENT IS RESERVED FOR SUBSCRIBERS ONLY Subscribe now to read the latest news in your city and across Canada. Unlimited online access to articles from across Canada with one account. Get exclusive access to the Toronto Sun ePaper, an electronic replica of the print edition that you can share, download and comment on. Enjoy insights and behind-the-scenes analysis from our award-winning journalists. Support local journalists and the next generation of journalists. Daily puzzles including the New York Times Crossword. SUBSCRIBE TO UNLOCK MORE ARTICLES Subscribe now to read the latest news in your city and across Canada. Unlimited online access to articles from across Canada with one account. Get exclusive access to the Toronto Sun ePaper, an electronic replica of the print edition that you can share, download and comment on. Enjoy insights and behind-the-scenes analysis from our award-winning journalists. Support local journalists and the next generation of journalists. Daily puzzles including the New York Times Crossword. REGISTER / SIGN IN TO UNLOCK MORE ARTICLES Create an account or sign in to continue with your reading experience. Access articles from across Canada with one account. Share your thoughts and join the conversation in the comments. Enjoy additional articles per month. Get email updates from your favourite authors. THIS ARTICLE IS FREE TO READ REGISTER TO UNLOCK. Create an account or sign in to continue with your reading experience. Access articles from across Canada with one account Share your thoughts and join the conversation in the comments Enjoy additional articles per month Get email updates from your favourite authors Don't have an account? Create Account Following a court decision that solidified ownership of a roughly two-kilometre stretch of land to the Chippewas of Saugeen First Nation, the recognizable, red-lettered Sauble Beach changed overnight, catching elected officials and visitors by complete surprise. The sign now reads 'Welcome to Saugeen Beach' where the pavement meets the sand at the end of Main St. in this popular beach town about 30 minutes from Owen Sound and three hours northwest of Toronto. 'This change marks an important and long-overdue act of reclamation,' Saugeen First Nation Beach Advisory Committee co-chair Cheree Urscheler said, per the Owen Sound Sun Times . 'What some see as just a sign change is, for us, a symbol of truth, resilience and the reclamation of what has always been ours,' the Saugeen First Nation Councillor added on social media on Tuesday. Your noon-hour look at what's happening in Toronto and beyond. By signing up you consent to receive the above newsletter from Postmedia Network Inc. Please try again This advertisement has not loaded yet, but your article continues below. The iconic 'Welcome to Sauble Beach' sign was replaced by a new 'Welcome to Saugeen Beach' sign overnight heading into Canada Day. 'Welcome to Saugeen Beach — where the land remembers, and so do we.' The sign change follows a yearslong legal battle in a fight between the First Nation, the Municipality of South Bruce Peninsula, the Ontario government and several local families for ownership of the beach. Last December, the Ontario Court of Appeal sided with the First Nation, saying the federal governnment had breached the treaty it signed in 1854. Elected officials, meanwhile, expressed shock by the overnight sign change and said they didn't learn of the change until the morning on July 1. The municipality said it was not notified and while it respects that the land now belongs to Saugeen First Nation, a heads-up would have been appreciated. This advertisement has not loaded yet, but your article continues below. 'The Sauble Beach sign is a well-known landmark with deep meaning for many people,' Mayor Jay Kirkland said. 'While we respect Saugeen First Nation's right to make changes on their land, we believe open communication is important — especially when it involves something so symbolic to the broader community. We remain committed to respectful dialogue and working together in the spirit of mutual understanding,' Kirkland added. Urscheler said the original plan was to change the sign ahead of the Victoria Day weekend in May, which marks the unofficial start of the summer beach season, but the various meetings held up that plan. The new sign is temporary, and more drastic changes to the design appear likely. The Saugeen First Nation Beach Advisory Committee said it plans to engage the community and local artists to devise an entirely new sign. On Canada Day, Urscheler said reaction was mostly positive among visitors. RECOMMENDED VIDEO Toronto Maple Leafs Toronto Maple Leafs Relationships Weird Sunshine Girls
CBC
2 days ago
- General
- CBC
Iconic Sauble Beach welcome sign changed to reflect First Nation ownership
A landmark sign that's welcomed beach-goers to a popular strip of sand on the Lake Huron shoreline for decades looked a little different this Canada Day. Reflecting a court decision last year that solidified ownership of a roughly two-kilometre section of land to the Chippewas of Saugeen First Nation, the iconic Sauble Beach sign was quietly changed overnight. It now reads "Welcome to Saugeen Beach" in the same red lettering that's marked the cut off from pavement to sand at the end of Main Street. "What some see as just a sign change is, for us, a symbol of truth, resilience and the reclamation of what has always been ours," wrote Saugeen First Nation Councillor Cheree Urscheler on social media Tuesday. "Welcome to Saugeen Beach—-where the land remembers, and so do we." The First Nation spent years in court fighting for ownership of the beach, with the Municipality of South Bruce Peninsula, the Ontario government, and several local families taking issue with the claim. Last December, the Ontario Court of Appeal sided with the First Nation, saying the federal government had breached the treaty it signed in 1854. In it, the First Nation and neighbouring Chippewas of Nawash surrendered Saugeen Peninsula, excluding five reserve territories. In 1856, the Crown surveyed the land improperly, the court ruled. As a result, roughly 2.2 kilometres of land promised under the treaty was removed from the reserve. The federal government recognized the mistake in the 1970s and had supported Saugeen First Nation in its claim. Today, the land covers an area west of Lakeshore Boulevard from Main Street and 7th Street North. Municipality surprised by sign change While many people were surprised to see the new sign Tuesday morning, elected officials said they were taken aback. In a statement, the municipality said it was not notified, and while it respects that the land now belongs to Saugeen First Nation, it was disappointed not to have been made aware. "The Sauble Beach sign is a well-known landmark with deep meaning for many people," Mayor Jay Kirkland said. "While we respect Saugeen First Nation's right to make changes on their land, we believe open communication is important—especially when it involves something so symbolic to the broader community. We remain committed to respectful dialogue and working together in the spirit of mutual understanding," Kirkland added. CBC News has reached out to the First Nation to better understand how it will proceed with the name change, including how it's used on maps and tourism materials. This story will be updated when that information is received. When it first regained title to the land, Chief Conrad Richie said the beach was an important tourist destination and the First Nation would work with residents to maintain that. The court had ordered the municipality to pay $1.67 million in legal fees to the First Nation, and ordered the province to pay $1.28 million, and the federal government $322,000. The town was also ordered to pay 50 per cent of the federal government's $486,784 legal costs.
