South Bruce Peninsula has unveiled its new brand and economic positioning strategy for Sauble. The village is keeping the ‘Sauble Beach’ name it’s gone by for decades. Back in December 2025, Council authorized staff to reallocate the funds previously earmarked for the replacement of a Sauble Beach sign to a branding strategy for the urban area of the beach community. The Town says its project was intentionally designed to be community-driven, with the aim of reflecting the values, aspirations, and unique identity of Sauble Beach. For Sauble Beach, these include its exceptional natural assets, strong tourism appeal, established destination recognition, and unmistakable sense of place.”