For nigh onto 50 years, the Owen Sound Transportation Company’s MS Chi-Cheemaun ferry has been serving the route between Tobermory on the tip of the Bruce Peninsula and the terminal located at South Baymouth on Manitoulin Island’s southern shore.
The role played by the Chi-Cheemaun is difficult to overstate, both for Island residents and those seeking a short cut to Northern Ontario communities from the south and vice versa.
There was a time when plans were underway to build a causeway across the chain of islands that stretch from Tobermory to Manitoulin. Thankfully, that environmental madness was laid to rest, in large part due to the efforts of the late Barney Turner of Little Current and then MPP John Lane of Gore Bay.
From spring to late fall, the Chi-Cheemaun has shuttled vehicles and passengers along its route, following in the wake of its predecessors the late, and controversially lamented, SS Norisle and MS Norgoma—both now in the breakers hands. With very few breakdowns and a number of refits over the years, the Chi-Cheemaun has stayed a faithful servant—with a friendly and attentive staff eager to make the passages comfortable and fun.
Eight years ago, the ferry was the focus of a rebranding effort by the OSTC, aimed at making the ferry, along with Manitoulin Island, a destination all in itself. The vessel has enjoyed a colourful new colour scheme aimed at honouring the Anishinaabe people who originally inhabited these lands and waters. That rebranding had the tagline “Travel in Good Spirits,” containing within it the promise that would be a compass to guide the new experience.
The rebranding included a new Woodland style logo for the ferry as well as new colour scheme on the hull and superstructures and that inspiration continued onto new visual language of illustrations and graphics on the ship and materials. The woodland themed graphics even becoming part of the various gift shop offerings. That rebranding is credited in good part with turning around the decline in travellers that began in 2008—achieving the OSTC three-year forecast in the very first year.
Residents (and especially businesses) in South Baymouth readily admit the town would hardly (and perhaps not at all) exist were it not for the ferry and its patrons. The benefits that accrue from the ferry extend far beyond the Tehkummah town limits, as the corridor up Highway 6 also sees significant business from travellers heading both north and south. Those benefits extend even as far as Espanola.
Manitoulin Island owes a g’chi-miigwetch and thank you very much to the OSTC and the Chi-Cheemaun staff for their efforts in keeping the ferry alive and vibrant. Much of those efforts over the past couple of decades were overseen by former president and CEO Susan Schrempf who tirelessly championed those rebranding efforts.
This summer saw the Island community come together in South Baymouth for a 50th anniversary celebration that was so successful, the community business leaders have suggested it should become an annual event.
After all, you can never say thank you enough when someone, or something, has had such an important impact on Island life.
Congratulations to the staff, crew and supporters of the Chi-Cheemaun ferry—long may you sail.
