Statement by Mayor Brian Smith on Council’s Priorities: Building the Future We Always Knew Was Possible

"For the past four years, this Council has been focused on one thing: delivering results for the people of Wasaga Beach. Today, those results are visible — shovels are in the ground, Beach Drive is being rebuilt, major investments are moving forward, and Destination Wasaga is one of the province’s top priorities.

We are not just talking about the future of Wasaga Beach. We are building it.

That progress did not happen by accident.

During the 2015–2018 term of Council, when I also served as Mayor, the Town made a bold decision to acquire a majority of beachfront lands at Beach Area 1. The reason was simple: Wasaga Beach needed to take control of its own future. For too long, the heart of our local economy had been shaped by uncertainty, speculation, and missed opportunity. We could not keep waiting for others to decide what the future of our beachfront should be.

At the time, that decision required courage. Today, it is clear it was the right one.

The numbers speak for themselves. The Town’s current plans with Stonebridge and Sunray deliver the strongest return on investment of any previous beachfront proposal, while also bringing forward the fewest residential units. That means more value for taxpayers, the right balance of uses, stronger public spaces, and a better long-term outcome for Beach Area 1.

But this was never about the money. It has always been about building a brighter future.

Taking control of those lands gave the Town the ability to reimagine Beach Drive in the public interest: protecting public access, attracting the right kind of investment, creating new gathering spaces, supporting local entrepreneurs and businesses, growing our commercial tax base, and ensuring the future of the beachfront reflects the needs and values of the people who live here.

That is what Destination Wasaga is about.

It is not simply a tourism project for Beach Area 1. It is a practical plan to make life better and more affordable for residents by building a stronger year-round economy. For too long, Wasaga Beach has relied too heavily on seasonal visitation, residential growth, and a limited commercial tax base. That model cannot support the services, infrastructure, public spaces, and quality of life our growing community needs.

Destination Wasaga is how we change that.

By attracting year-round visitors, creating jobs, supporting local businesses, expanding our commercial tax base, and generating new revenue, we can reinvest in the community and reduce pressure on residents.

And that work is already underway.

The Province of Ontario has committed nearly $38 million to support Destination Wasaga, including investments in Nancy Island, critical infrastructure, and tourism planning for the future of our downtown and beachfront. Beach Drive is becoming flood and climate resilient. Private investment is accelerating, including an estimated $60 million Marriott hotel project with Sunray Group and more than $90 million in mixed-use development with Stonebridge.

That confidence is spreading across the community. A Hampton Inn is in the works, Costco has chosen Wasaga Beach for a major new investment, Food Basics is coming, and a second Shoppers Drug Mart location closer to Beach Area 1 will bring new services and convenience to residents and visitors.

These are not isolated projects. Together, they show that investors, employers, and major brands see what we see: a community with momentum, opportunity, and a bright future. They are also part of a larger plan to create a complete community — one where residents benefit from a stronger economy, businesses have more customers beyond the summer season, and visitors are welcomed into public spaces that are accessible, active, and well cared for.

But let me be clear: progress cannot come at the expense of the beach.

Our natural shoreline is the foundation of Wasaga Beach’s identity and economy. Protecting it is not optional. It is essential.

That is why stewardship is central to Destination Wasaga. The beach must remain public. Sensitive natural areas must be protected. The dunes, shoreline, wildlife, and Piping Plover habitat that make Wasaga Beach extraordinary must be respected as we move forward.

This is the balance Destination Wasaga is built on: a stronger economy, a healthier shoreline, better public spaces, and a more sustainable future for the people who call this place home.

For generations, the beachfront has been the heart of our local economy. But we have never had the tools, partnerships, or shared plan needed to realize its full potential.

Now we do.

Because Council had the courage and foresight to take control of key beachfront lands and secure a greater role in shaping the most important parts of our beachfront, Wasaga Beach is no longer standing on the sidelines. We are leading. We are building. And we are making decisions that put residents, local businesses, public access, and long-term stewardship first.

This is what responsible progress looks like.

Destination Wasaga is our opportunity to become known not only for the world’s longest freshwater beach, but for how proudly we steward it — and how wisely we use it to build a better life for residents.

Finally, we are moving Wasaga Beach forward."

- Mayor Brian Smith

Karla Findlay
Special Projects Leader
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Sandra Watts
General Manager of External Relations | Director of Communications, Destination Marketing & Intergovernmental Affairs
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