More to story than a flashy SUV and fast boats

When Toronto and its media look northward up Highway 400 into Simcoe County, they always wonder what’s in it for them.

In the July issue of Toronto Life magazine, we get a glimpse of the Toronto mentality, with the eight-page feature, The Battle Over Lake Simcoe.

The piece tells the story of the Big Bay Point Resort – from a hazy day Toronto perspective, of course.

Written for those who undoubtedly will have a drink in their hand as they sit on the dock or the deck, the piece is a slightly cheeky look at the characters that have wagered millions on the lakefront point in Innisfil.

“Earl Rumm is a trim 54-year-old developer who drives a flashy black SUV and likes fast boats, ” the story begins.

Now that’s something Torontonians can relate to. Chances are they drove their gas-guzzlers up Highway 400 and are enjoying their lakeside living, with a fast boat not far away.

Aside from truly capturing the Toronto mentality, the article, however, misses some significant key points.

Flipping through the piece, author Paul Wilson writes it as a David-Goliath story, with Rumm being Goliath, the domineering, rich guy who determinedly pursues a vision. A few pages later, he introduces Don Avery, president of the Innisfil District Association; a brief history lesson encapsulates the struggling group’s resurgence as opposition to the plan for a resort emerged and grew.

But it’s not a David-Goliath story. It’s a Goliath-Goliath story.

Rumm spent his summers on Big Bay Point; his family was part of the wealthy circle that runs the exclusive Shanty Bay Golf and Country Club.

It wasn’t until well after Rumm and his visionary partner Mario Giampetri (whom Taylor describes as a sidekick) began talking about their resort idea that another well-heeled Big Bay Point GCC member, Murray Brasseur, raised the idea of expanding the club – and perhaps buying some of the old marina lands that were up for sale for an additional nine holes.

Brasseur is no lightweight; the chairperson and CEO of the Middlefield investment group, he has made millions on real estate.

There were talks in which Rumm and Brasseur tried to work together, but alas, they failed. Then the games started. Money, lawyers and influence were the playing cards.

The context of the game, however, is equally misunderstood.

As the Toronto market moves north, especially in search of affordable housing within commuting distance, south Simcoe County became a destination.

What was once a community of cottages is now a year-round residential area. The cottages on 50-foot lots are still dependent on wells and septic tanks; they are occupied year-round. Big Bay Point is as densely populated as any neighbourhood in Alcona, Barrie, Midland or Collingwood.

Behind the eight ball in maintaining its infrastructure while facing rapid growth, Innisfil looked for an affordable way to improve Big Bay Point, which had become an urban area on rural services. And, as the area of asphalt grew because residents paved their driveways to ease their snowblowing efforts in the wintertime, the need for a storm-water management grew.

Plumes of brown water carrying garbage from the ditches and streets flow into Lake Simcoe, along with the pesticides and fertilizers from the increasingly manicured lawns.
Innisfil needed to approve a project that would provide cash – lots of it – so that the water, sewage and storm sewer services could be installed.

The resort was an answer to a prayer. It would bring in millions so services could be upgraded; it would bring jobs and literally put Innisfil on the tourism map. There seemed to be so many blessings.

The Ontario Municipal Board, the final planning authority, seems to be on the side of Rumm, regardless of whether he likes fast cars and fast boats.

It’s just too bad Toronto Life missed the real story as it gave us a sugary drink that goes down easy on the dock and which quickly comes out the other end.