CBC Iconic Sauble Beach welcome sign changed to reflect First Nation ownership

Members of Saugeen First Nation change the sign that's been a landmark at the Lake Huron beach on July 1, 2025. (Cheree Urscheler / Facebook - image credit) 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.