Iconic Sauble Beach welcome sign changed to reflect First Nation ownership

On Canada Day this year, beach-goers at Sauble Beach were greeted with a new sight – the iconic sign that has welcomed visitors for decades now reads “Welcome to Saugeen Beach.” This change reflects a significant court decision from last year that granted ownership of a two-kilometre stretch of land to the Chippewas of Saugeen First Nation.

For the First Nation, this sign alteration is more than just a superficial change. It symbolizes truth, resilience, and the reclaiming of their rightful land. Councillor Cheree Urscheler expressed this sentiment on social media, stating, “Welcome to Saugeen Beach—where the land remembers, and so do we.”

The legal battle for ownership of Sauble Beach has been ongoing for years, with the First Nation facing opposition from the Municipality of South Bruce Peninsula, the Ontario government, and local families. However, last December, the Ontario Court of Appeal ruled in favor of the First Nation, citing a breach of the treaty signed in 1854. The court determined that the federal government had incorrectly surveyed the land in 1856, resulting in the removal of 2.2 kilometres of land promised under the treaty.

Today, the land in question covers an area west of Lakeshore Boulevard from Main Street to 7th Street North. The Municipality of South Bruce Peninsula expressed surprise at the sign change, noting that they were not informed beforehand. While they respect the First Nation’s ownership rights, they emphasized the importance of open communication, especially regarding symbols as significant as the Sauble Beach sign.

Chief Conrad Richie has assured residents that the beach will remain an important tourist destination, with plans to work collaboratively to maintain its appeal. The court also ordered the municipality to pay $1.67 million in legal fees to the First Nation, with additional costs allocated to the province and federal government.

As the community adjusts to the new name of Saugeen Beach, questions remain about how the change will be reflected in maps and tourism materials. The First Nation’s approach to this transition will be crucial in ensuring a harmonious relationship with all stakeholders involved.