North Simcoe Sports and Recreation Centre Renamed Bourgeois Community Centre

Bourgeois Auto Group partner to keep recreation affordable and strengthen community connections

For Immediate Release

(November 28, 2025, Midland ON) The Town of Midland and Bourgeois Auto Group are proud to announce a new community partnership that will see the North Simcoe Sports and Recreation Centre renamed the Bourgeois Community Centre. This 10-year naming rights agreement reflects a shared commitment to one of Midland’s most valued community assets.

“For generations, our extended family has participated in activities across this facility—on the ice, in the gymnasium, and at community events,” said Adam Bourgeois, President & Dealer Principal, Bourgeois Auto Group. “As we celebrate 80 years of business in Midland, supporting this facility through the public tender process felt like the right way to give back. This contribution is about gratitude and ensuring the centre remains a welcoming and vibrant space for everyone in North Simcoe.”

As part of this announcement, the Town of Midland recognizes Bourgeois Auto Group’s decades-long tradition of community support. Their community investments include multi-year support for Georgian Bay General Hospital Foundation, sponsorships for Waypoint Centre for Mental Health Care, contributions to Georgian Bay Cancer Support Centre, and programs that help families offset youth sports costs. Through initiatives like We Are the Villagers, Bourgeois Auto Group ensures children have access to after-school activities and athletics, reinforcing their commitment to health, wellness, and opportunity for all.

“This agreement is about more than a name. This partnership reflects Midland’s commitment to building strong community connections while ensuring our recreational facilities remain vibrant, affordable, sustainable and accessible,” said Mayor Bill Gordon. “Bourgeois Auto Group has a long history of supporting our town, and this investment in this sports and recreation asset will benefit residents and visitors for years to come.”

This partnership was established through a competitive public process and aligns with the Town’s Sponsorship, Advertising and Charitable Giving Policy, which ensures naming agreements reflect Midland’s values, protect the Town’s integrity, and enhance services for residents.

Under the agreement, Bourgeois Auto Group will contribute $30,000 annually, along with in-kind support for signage and branding updates throughout the facility. This investment will help offset operating costs and reduce pressure on user fees, ensuring the centre remains accessible and affordable for residents.

The Bourgeois Community Centre will remain Town-owned and Town-operated, and all plaques recognizing individuals and organizations who helped build the facility in 2004 will remain in place. Exterior signage and internal wayfinding updates reflecting the new name will be installed in early 2026.

Residents are invited to celebrate this exciting change and continue enjoying all that the Bourgeois Community Centre has to offer. For more information about the facility, visit midland.ca/BourgeoisCommunityCentre.