Wasaga Beach – home to the longest freshwater beach in the world – is in store for a major makeover. While there’s something nostalgic and welcoming about the beachfront town’s stuck-in-time retro grittiness, change is inevitable – even if it means the demolition of long-time staples (RIP Bananas Beach Club).
In the wake of recent redevelopment plans (more on that later), the Ontario government announced last week that it is investing nearly $38 million to build Destination Wasaga. Set to breathe new life into the rapidly growing town, the plan will create a premier year-round tourist destination that includes beaches, a revitalized downtown area, and refreshed historic sites.
The large-scale initiative is in partnership with the Town of Wasaga Beach. Investments, including those outlined in the 2025 Ontario Budget: A Plan to Protect Ontario, are aimed at safeguarding and increasing employment within the local tourism industry and stimulating economic growth throughout Simcoe County, said the Province in a press release.
“Today, we are celebrating a new partnership — one where the town and province will work together to ignite tourism, breathe new life into our town’s main commercial area along Beach Drive at Beach Area, and transform Wasaga Beach into a truly unforgettable, iconic Ontario destination,” said Brian Smith, Mayor of Wasaga Beach. “Today’s investment will ensure Wasaga Beach thrives as Ontario’s summer playground — and that we evolve into a year-round destination that will grow Ontario’s tourism sector, increase our municipal tax base, support local businesses and better support the high levels of growth that our community has been experiencing."
"The Best Thing To Happen To The Town"
Joe Bickerstaff has called Wasaga Beach home for 25 years, and has cottaged in the region since childhood, when his father purchased a beachfront property. A passionate supporter of Wasaga Beach's transformation, Bickerstaff says Destination Wasaga is "the best thing to happen to the town," calling such action "overdue." Bickerstaff highlights that 25% of Wasaga Beach's landmass is provincial parkland. "It's been neglected; it's in rough shape," he says.
Bickerstaff points to stale uses of local land in recent years, like the Playland Parking Lot at the site of a former amusement park, which is now set for redevelopment. While the retro beach bars were fun, it was only a matter of time before they'd see their final days, sadly.
Local resident Pruthvi Desai says that redevelopment of Wasaga Beach is not only appropriate, it’s necessary and timely. “Wasaga Beach is experiencing a significant influx of development applications, be [them] residential or commercial, and the current revitalization aligns with that growth," says Desai. "We are incredibly fortunate to front a 14-kilometre stretch of clean, public beach. This shoreline belongs not only to long-time residents, but also to those who’ve made the smart choice to move here recently, and to weekenders who bring life to our local economy.”
Unlike Bickerstaff, Desai doesn't think the massive redevelopment is necessarily overdue. "It's happening exactly when it should," says Desai. "For decades, the town has been home to primarily low-middle income adult and senior residents, contributing modestly to the property tax base. Now is the time to bring in new development, expand that tax base, and modernize aging neighbourhoods, while still respecting and preserving our heritage. We are at a turning point. This revitalization will allow Wasaga Beach to grow responsibly and sustainably. It’s the right move at the right time.”
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Nancy Island: What's Old Is New
Ford’s government said it will allocate $25 million to support the redevelopment of the Nancy Island Historic Site. It also proposed the transfer of administrative responsibility for the site from the Ministry of the Environment, Conservation and Parks to the Ministry of Tourism, Culture and Gaming (MTCG).
A quick history lesson: During the War of 1812, Nancy Island was the location where the HMS Nancy ship, supported by Anishinaabe-Ojibwe and French-Canadian voyageurs, engaged in battle against three American schooners. Although the HMS Nancy was lost during the conflict, two of the attacking American ships were captured by the Nancy’s crew, stopping their advance and protecting Canadian territory.
Currently, the site tells the story of the War of 1812 through an assortment of important artifacts, including the charred hull of the HMS Nancy. Guests can also explore a theatre, museum, and replica lighthouse, also located on the island. While visitors can still admire these invaluable artifacts and visit the site, the facility has seen better days and is in urgent need of restoration and preservation to ensure its sustainability. "In my opinion, Nancy Island is so historically significant that it should be a site, but it's provincially run, so it's been neglected and the island has fallen into a state of disrepair," says Bickerstaff.
The need for upgrades on Nancy Island is something most can agree on. "The $25 million for Nancy Island is long overdue, however, it includes moving the management of the island to the Ministry of Tourism from Ontario Parks, which many locals aren't happy about," says Wasaga Beach resident Dawne Leaney Davidson. "There is concern about how the shift from a focus on conservation and preservation to a focus on tourism and revenue will change the experience of the island."
Either way, the hope of the Town of Wasaga is its facelift will draw more tourists to Nancy Island (or even generate an awareness that there's more to Wasaga than beach parties).
A Revamped Beach Drive
Large-scale growth, of course, requires proper infrastructure. The Province announced nearly $11 million through the Municipal Housing Infrastructure Program to support the reconstruction of the Wasaga Beach Area roadways project. This includes rebuilding the town's Iconic Beach Drive. It says this critical infrastructure will support more than 3,000 new homes and improve access to Wasaga Beach’s tourist areas.
Speaking of new homes, last week's announcement comes months after Wasaga Beach announced it had sold part of its beachfront land to developer Stonebridge in a cool $14 million-dollar deal. This isn't the only big-budget real estate deal done as of late either. In October 2024, Sunray Group of Hotels and the Town of Wasaga Beach announced plans for a new development at 1st St. North and Beach Drive. Set on four acres of land across from Beach Area One, it will include a full-service boutique hotel , a residential component, event spaces, restaurants, retail, and a public square.
"We finally got a hotel; we should have had a hotel decades ago," says Bickerstaff. Yesterday, it was announced that a $45 million premium Marriott hotel would sit on the new beachfront, next to Beach Drive at Beach Area One.
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Tourism Boost
Improving the tourist experience is front and centre to the Ford government's pricey plan. "For decades, I've been saying that the world's longest freshwater beach is just as much a natural wonder as Niagara Falls," says Bickerstaff. Yet, it's safe to say it's not been treated as such. The Province announced $2 million for the Town of Wasaga Beach to support tourism planning work in the redevelopment of its downtown area.
“The revitalization of the beachfront and Nancy Island Historic Site will help transform Wasaga Beach into a premier, world-class tourism destination and draw more visitors to local attractions, restaurants, accommodations and main street businesses,” said Stan Cho, Minister of Tourism, Culture and Gaming. “Our government’s investments in Wasaga Beach are part of our plan to protect workers and businesses in the tourism industry across Ontario by driving visitation and economic growth, while preserving critical pieces of Canadian culture and history.”
The Ontario government will transfer a section of the provincially-owned Wasaga Beach Provincial Park beachfront to the town of Wasaga Beach to facilitate its incorporation into the Destination Wasaga development. This transfer is conditional upon the beach remaining accessible to the public.
“This investment is part of our government’s ongoing plan to protect Ontario by supporting the people, places and local economies that make our province strong,” said Peter Bethlenfalvy, Minister of Finance. “By preserving the unique character of Wasaga Beach, we’re helping to protect a valued part of Ontario’s heritage while promoting long-term economic growth in the region.”
The Criticism
Not everyone is as enthusiastic about Wasaga Beach's makeover, based on feedback from a Wasaga Beach Facebook group. "Wasaga is done. It will lose its beach vibe charm to become a pile of cement buildings and townhouses," wrote one user.
While they may welcome some upgrades, locals wonder why few measures are being taken to address other concerns, like Wasaga Beach's homeless problem. "I've been here a long time, and I've never seen so many homeless people," wrote a Facebook user. Another Facebook user pointed to the loss of employment opportunities, especially for local students, with the closing of businesses. Even so, the new development will also bring no shortage of employment opportunities (just not this summer).
Bickerstaff says he can understand concerns about things like heightened traffic, especially on long weekends. "But that's why you go to Walmart and the LCBO on a Wednesday," he says.
Desai says he's encouraged by the progress. "The addition of schools, commercial development, condominiums, and businesses like Costco are long overdue and highly beneficial," he says. “Change can be uncomfortable, especially for those who’ve called this place home for years, but development is not the enemy of identity. Growth doesn’t erase our roots; it strengthens our future. That said, I do understand the concerns. Some longtime residents worry the town may lose its character. But we have to move beyond the mindset of 'I was the last one in, and no one else should come after me.' That kind of thinking is counterproductive."
When planned properly, growth lifts the whole community, says Desai. "It distributes costs more fairly and eases the tax burden on current residents. Growth pays for growth. The leadership in Wasaga Beach is steering the Town in the right direction, and I firmly believe that the next 10 to 15 years will show a strong return on investment, both financially and in overall quality of life."
In meantime, change is already well underway in Wasaga Beach, as it makes way for plans to shape its future. This means the recent demolition of the former Funnel Tunnel, Shore Store, and Bananas Beach Club, which are all local staples that had been there for decades. So, a trip to Wasaga Beach may look a little different this summer. But we'll always have the (foggy) memories.
