Saugeen First Nation Reclaims Sauble Beach Sign

On Canada Day morning, visitors to Sauble Beach were greeted by a striking change: the long-standing sign at the end of Main Street now reads “Welcome to Saugeen Beach.” Installed overnight by the Saugeen First Nation Beach Advisory Committee, the new sign marks a powerful symbol of land reclamation after years of legal battles.

The change follows a 2024 Ontario Court of Appeal decision upholding a lower court’s ruling that confirmed a 2.2-kilometre stretch of the Lake Huron shoreline has always belonged to Saugeen First Nation, due to a historical surveying error dating back to 1856.

From Landmark to Land Back

“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,” said Councillor Cheree Urscheler, who co-chairs the Beach Advisory Committee with Councillor Sonya Roote.

The temporary modification used the same font and style as the original, simply swapping out “Sauble” for “Saugeen.” However, the committee confirmed this is only the beginning. Plans are underway to design a new permanent sign by Victoria Day 2026, one that will reflect community input and local artistry.

Community Celebration and Mixed Reactions

To mark the occasion, Saugeen First Nation hosted a “Feast Our Beach” BBQ from 4 to 7 p.m. by the sign. Families and visitors, some unaware of the change, took photos under the new lettering.

Online reactions were mixed. While many expressed support and pride, there were also negative responses on social media. Roote acknowledged the criticism but said the focus would remain on positivity.

“We’re proud that this is our land, and we’re not going to let other people take it,” she said. “This is for our ancestors and those who fought before us.”

Municipal Response: Surprised, but Respectful

The Town of South Bruce Peninsula said it was not informed of the overnight change. Mayor Jay Kirkland released a statement expressing disappointment over the lack of communication but emphasized the town’s respect for the court decision.

“The Sauble Beach sign is a well-known landmark with deep meaning for many people,” Kirkland said. “We remain committed to respectful dialogue and working together in the spirit of mutual understanding.”

The town is also responsible for paying a portion of the legal costs, as ordered by the courts. These include $1.67 million in legal fees to Saugeen First Nation and shared federal legal costs.

The Land and Legal Context

The dispute centered on a treaty signed in 1854, where Saugeen First Nation and the Chippewas of Nawash surrendered most of the Saugeen Peninsula—excluding five reserve areas. A surveying error by the Crown in 1856 removed beach territory that should have remained part of the reserve.

The federal government acknowledged the mistake in the 1970s and supported the First Nation’s claim. The courts finally confirmed ownership in 2023 and 2024, making the sign change a public affirmation of that legal and historical reality.

How do you feel about the sign change at Saugeen Beach?

More…

• https://ca.news.yahoo.com/iconic-sauble-beach-welcome-sign-205349165.html
• https://cknxnewstoday.ca/midwestern/news/2025/07/01/saugeen-first-nation-reclaims-beach-with-new-sign
• https://www.owensoundsuntimes.com/news/local-news/saugeen-first-nation-changes-iconic-sign-at-sauble-on-canada-day