Embracing a Wider Community in Southwestern New Brunswick

In the heart of New Brunswick, a pivotal shift has taken place as the YMCA of Greater Saint John has unveiled a new identity. Celebrating its 170th anniversary, the organization has adopted a new name – ‘YMCA of Southwestern New Brunswick’, aimed at encapsulating its service area extending from Sussex to St. Stephen. This significant rebranding action represents a milestone marking the charity’s growth and its commitment to inclusivity and representation.

Reflecting Growth and Regional Identity

YMCA’s strategic decision to rebrand is not merely a cosmetic change. It reflects the trajectory of an institution that has grown to span a wider region over time. The revised name—YMCA of Southwestern New Brunswick—symbolizes its embrace of a larger community and is a testament to its enduring mission to serve those communities with dedication.

A Community-Centric Approach

Shilo Boucher, the President and CEO, accentuated the significance of the new strategic plan and the name change in making the organization more comprehensive and representative. The organization’s transparent approach involved consulting stakeholders, donors, staff, and the YMCA board in the renaming process to ensure the new identity resonated with the community. The rebranding has been applauded by community members, including Karen Kane, a dedicated early childhood educator at the YMCA, who endorses the change, believing it will help draw more families to the organization’s services.

Local Support and Future Prospects

Local officials, including Saint John Coun. Barry Ogden, a lifelong YMCA member, view the name change favorably. They believe that the new name aptly represents the population and maintains the facility’s accessibility and popularity, particularly considering Saint John’s high poverty rates. The renaming has sparked enthusiasm about the YMCA’s future and its potential to serve more rural areas. Even with the broader regional name, the identity of Saint John remains intact, with locals anticipated to continue referring to it affectionately as ‘the Y’.