Town of Midland

What Town of Midland does

The Town of Midland is a municipal government entity incorporated under Ontario's Municipal Act, 2001, serving residents, property owners, businesses, and visitors in Midland, a town situated at the southern end of Georgian Bay in Simcoe County, Ontario, Canada. The municipality provides the full range of local government services, including emergency services (fire department, paramedic), by-law enforcement, roads, water and wastewater, waste management, planning and development, building permits, parking, animal control, parks, recreation, and cultural programming. The current council term runs from November 2022 to November 2026, with Mayor Bill Gordon leading a 9-member council (Mayor, Deputy Mayor, seven Councillors), and the Town employs between 51 and 100 staff.

Core service delivery is anchored in physical infrastructure and a digital platform. Key assets include Little Lake Park (37 hectares with pavilions, playgrounds, tennis courts, disc golf, and beach), the Midland Harbour Marina (seasonal and transient slips with Clean Marine Gold Eco-Rating), and the Mid-Pen Transit fixed-route bus system serving Midland and Penetanguishene. The Town operates a Govstack-based municipal website (midland.ca) providing online service requests, permit applications, dog licensing, and payment processing, supplemented by Facebook, Instagram, LinkedIn, and YouTube channels for resident communications. A new on-demand microtransit service, to be launched in Summer 2026 in partnership with the Town of Penetanguishene and operated by Great Lakes Transit ULC (Via Transportation Inc.), is expected to expand transit coverage by approximately 150%.

The Town's revenue model is funded through three primary streams: property taxation (the largest source, supporting fire, police, transit, parks, roads, and general administration), user fees and charges (dog licenses, building permits, transit fares, marina fees, park and pavilion rentals, parking), and provincial/federal operating and capital grants. All fees are established annually through the Fees and Charges By-law (By-law 2025-72). The 2026 budget includes a 3.15% blended tax rate increase, representing approximately $4.50 per month per $100,000 of residential property assessment. Customer segments include residents and property owners (primary), local businesses, visitors and tourists, and transit users, all served through direct-to-consumer channels including in-person service at Town Hall, online portals, and distributed community facilities.

Name

Town of Midland

Legal name

Town of Midland

Website

https://midland.ca

Company type

Public

Founded year

1871

Operating status

Operating

Headcount range

51–100 employees

Short description

The Town of Midland is a Canadian municipal government in Simcoe County, Ontario, delivering public services including fire, transit, parks, harbour, and by-law enforcement to residents, businesses, and visitors. It is funded through property taxation, user fees, and provincial grants, governed by an elected Mayor and seven Councillors.

Ownership category

akta.pro rank

Product category

Municipal Government Services

NAICS

Water, Sewage and Other Systems (2213), Urban Transit Systems (4851), Port and Harbor Operations (488310)

SIC

Sanitary Services (4950)

akta.pro primary industry

Mayor/City Manager & General Administration (BPAIACAA)

akta.pro secondary industries

Parks, Recreation & Cultural Services (BPAIACAI), Public Works & Municipal Infrastructure (Streets, Stormwater, Facilities) (BPAIACAF)

Keywords

• Municipal government services
• Public transit services
• Parks and recreation
• Harbour marina operations
• Emergency services

Headquarters

HQ city

Midland

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Others, Supply Chain, Technology or R&D

Revenue model

1. Property Taxation: Primary revenue source for municipal services including fire, police, transit, parks, roads, and general administration. Tax rates are set annually through the budget process.
2. User Fees and Charges: Various service fees including dog licenses, building permits, transit fares, harbour/marina fees, park rentals, parking, recreation programs, and facility rentals. These are set out in the annual Fees and Charges By-law.
3. Provincial/Federal Grants: Operating and capital funding from upper levels of government for specific programs and infrastructure projects.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

The Town of Midland is a municipal government that delivers statutory municipal services to residents, property owners, businesses, and visitors. Its core offerings include emergency services (fire and emergency response), public transit (Mid-Pen fixed route plus a forthcoming on-demand microtransit service), parks and recreation (anchored by 37-hectare Little Lake Park), a Clean Marine Gold-certified harbour and marina, by-law enforcement, animal control and dog licensing, building permits, planning and development approvals, and online self-service for payments and service requests.

Product overview

The Town of Midland provides municipal government services to residents and visitors through a combination of physical infrastructure and digital platforms. The municipality operates parks and recreation facilities, waterfront/marina services, public transit (including an upcoming microtransit service), and an official website offering online services such as service requests, permit applications, and payments. The main digital presence is the official website (midland.ca) which serves as the primary portal for accessing municipal services.

Differentiator

Problem solved

Functional benefit

Products and services

• Midland Microtransit Service On-demand microtransit service combining traditional fixed route transit with smaller vehicles and advanced routing technology. Riders book trips using a mobile app, web browser, or dedicated phone line, while fixed route continues operating between Midland and Penetanguishene and on-demand vehicles serve uncovered areas.
• Little Lake Park Splash Pad Public splash pad facility under construction in Little Lake Park, intended for public recreational use during summer months.
• Parks & Recreation Municipal parks and recreational facilities including Little Lake Park (37 hectares with pavilions, playgrounds, tennis courts, disc golf, beach, and boat launch), sports courts, trails, and rental spaces for community events.
• Midland Harbour Marina Marina services at Midland Harbour offering seasonal and transient boat slips, docking facilities, 50-amp electrical pedestals, washroom and shower facilities, laundry, WiFi, and overnight security. Clean Marine Certified with a Gold Eco-Rating through the Ontario Marine Operators Association (OMOA) Clean Marine Program.
• Mid-Pen Transit Conventional fixed-route public transit bus service operating within Midland and to Penetanguishene, including accessible transit and seniors transit options, with planned microtransit integration.
• Online Municipal Services Online self-service offerings through the Town's municipal website (midland.ca) including service requests, parking ticket payment, dog licensing, permit applications, and access to town forms and by-laws.
• Dog Licensing Service Annual dog licensing service with differential pricing for altered versus unaltered dogs and early-bird versus late registration, plus replacement tags, available online, by mail, or in person. Guide and service dogs are exempt from fees.
• Parking Services Municipal parking facilities including the 160-space Midland Harbour parking lot and downtown parking, with online parking ticket payment capability through the Town's website.

Quantifiable outcome

• 150% increase in transit coverage with new microtransit service
• +2 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered core and minor.

• Tay TownshipcoreStrategic or Co-development Partner · 1 January 2026Joint volunteer firefighter recruitment program. Five municipalities (Midland, Tay Township, Penetanguishene, Tiny Township, Georgian Bay Township) jointly recruit volunteer firefighters annually for their respective fire departments.
• Tiny TownshipcoreStrategic or Co-development Partner · 1 January 2026Joint volunteer firefighter recruitment program with five North Simcoe municipalities.
• Georgian Bay TownshipcoreStrategic or Co-development Partner · 1 January 2026Joint volunteer firefighter recruitment program with five North Simcoe municipalities.
• Town of PenetanguishenecoreStrategic or Co-development Partner · 1 July 2025Joint microtransit initiative with target launch Summer 2026. Combined Request for Proposals process to explore innovative on-demand transit systems. Joint service provider selection resulted in Great Lakes Transit ULC (Via Transportation Inc.) being chosen.
• Ontario Marine Operators Association (OMOA)minorOthersMidland Harbour Marina is a member of OMOA and has achieved Clean Marine Gold Eco-Rating certification, demonstrating environmental best practices for marina operations.
• Boating Ontario (Clean Marine Program)minorOthersMidland Harbour is Clean Marine Certified with a Gold Eco-Rating, demonstrating adherence to environmentally sound practices for marine operations.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• City of Barrie: Larger urban neighbour within Simcoe County providing the regional urban-transit and service context. Relevant for understanding how Midland's microtransit and marina offerings fit into the broader regional market.

Direct peers

• City of Orillia: Larger Simcoe County municipality operating transit, marina, parks, and cultural programming at a comparable scale. Useful benchmark for service breadth and operating complexity.
• Town of Innisfil: Simcoe County municipality operating transit and on-demand mobility services of comparable scale. Useful peer for benchmarking microtransit-style service delivery.
• Town of Penetanguishene: Adjacent Simcoe County municipality and joint microtransit partner operating Mid-Pen Transit alongside Midland. Most directly comparable peer given shared services, transit system, and regional cooperation.
• Tiny Township: Partner township in the joint firefighter recruitment program and neighbouring Georgian Bay community. Comparable rural-residential municipal profile.
• Town of Wasaga Beach: Neighbouring Simcoe County town with a beach-driven tourism model, extensive parkland, and seasonal resident base. Comparable in economic reliance on waterfront visitors and recreation services.
• Town of Collingwood: Georgian Bay-area municipality of similar size with a comparable waterfront tourism economy, marina operations, and active festival calendar. Strong overlap in service mix and economic base.
• Town of Cobourg: Ontario small-town municipality with a Lake Ontario waterfront, marina, and active events program. Comparable in tourism-oriented municipal service delivery.
• Township of Georgian Bay: Partner township in the joint firefighter recruitment program serving the Georgian Bay region. Comparable in waterfront-oriented service delivery.
• Tay Township: Partner township in the five-municipality firefighter recruitment program. Comparable in size and service scope, with adjacent geographic territory.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCZyTTENGQfUuN7M6vwFjLFw
• Facebookfacebook.com/townofmidland
• LinkedInlinkedin.com/company/townofmidland
• Instagraminstagram.com/townofmidland
• Xx.com/MidlandON

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Town of Midland