As anticipation builds around the opening of the Gordie Howe International Bridge, Sandwich Town leaders are trying to position Windsor’s oldest neighbourhood as a first stop for American cyclists and pedestrians crossing into Canada.
Campaign Launch
The Sandwich Town Business Improvement Area earlier this week launched an advertising campaign aimed at people in southeast Michigan, northern Ohio and southwestern Ontario, encouraging them to explore the historic west-end neighbourhood once the bridge’s multi-use path opens.
“With this campaign, we’re planting the seed that … we will be the first thought on everybody’s mind when it comes to experiencing the new bridge, especially the pedestrian and cycle infrastructure,” Sandwich Towne BIA director Stephen Hargreaves told the Star.
The 30-second ad, funded through the Gordie Howe International Bridge Community Benefits program, shows people cycling and exploring the many restaurants and bars in the neighbourhood.
“By the time you’ve cycled from wherever you are in Michigan and then across the bridge itself, you’re probably going to want to sit down, have something to eat, something to drink,” said Hargreaves. “We are that spot. We’re that gateway.”
Bridge Details
The Gordie Howe International Bridge will include a separated two-way toll-free path for pedestrians and cyclists stretching about 2.5 kilometres across the Windsor-Detroit border. The path will connect directly into Sandwich Town through the Sandwich Street multi-use trail.
Hargreaves said the Sandwich Town BIA originally planned to launch the campaign last year, when officials had initially hoped the bridge would already be open. “We had hoped that the bridge was going to open as initially suggested late last year,” he said. “With complications that arose, we realized the bridge was going to be delayed until spring 2026.”
“There’s been a repeated confirmation from the Gordie Howe Bridge Corporation that the bridge will open this spring. And as we are moving into the middle of spring, we hope and we trust that they’re correct in that … we’re hedging our bets that we are on the doorstep of the bridge opening right now.”
Official Statements
The Windsor-Detroit Bridge Authority has continued to point toward a spring opening tied to ongoing testing and commissioning work. But last week, U.S. Ambassador to Canada Pete Hoekstra told Detroit-area media there is still no deal to open the bridge, while questioning how quickly Canada would be able to recover the project’s more than $6-billion cost through toll revenues. In response, Windsor Mayor Drew Dilkens told the Star he remains hopeful the bridge will open in May.
The Sandwich Town ads are running on television networks including TSN and CTV, along with digital platforms including Facebook, Instagram and YouTube.
