Complete with food trucks, public space and artisan markets, the five-acre Hale Muskoka opened on Aug. 10. Founded by developer Eric Abugov, the venue will appeal to locals and tourists year round.Supplied/Hale Muskoka
In the heart of Gravenhurst, Ont., a new cultural hub is reimagining what community development can look like in small Canadian towns.
Hale Muskoka, which opened Aug. 10, spans five acres and blends food trucks, artisan markets, wellness programming and public gathering spaces designed for year-round use. Founded by developer Eric Abugov, who brings more than 35 years of real estate experience and a personal connection as a Gravenhurst resident, the project appeals to both locals and new visitors.
Hale Muskoka provides a blueprint for small towns that want to evolve without losing their character. It is moving beyond seasonal tourism and rooting itself in social infrastructure, local entrepreneurship and cultural identity. It’s one of many Canadian destinations modernizing their offerings, with Ontario locations such as Elora and Oro-Medonte as examples that have recently introduced new experiences, including agritourism, eco-tourism and spa activities.
Building for all seasons
Ontario’s Muskoka region annually welcomes 3.2 million visitors, who collectively spend about $400-million, according to figures shared by Amy Taylor, Gravenhurst’s economic development manager. Roughly 70 per cent of that activity is concentrated between May and September, leaving the shoulder months quieter, she says. The challenge is keeping people engaged beyond the warmer seasons.
Through its ability to host community and private indoor activities and events, Hale Muskoka will anchor activity throughout the year and help to fill the tourism gap during those shoulder seasons.
“For me, the glaring omission in the area was the lack of an event space – somewhere locals could gather, take advantage of programming and help sustain off-season activity,” Mr. Abugov explains. “Hale is the first to offer a flexible program, including an outdoor market, which itself creates a variety of opportunities in the outdoor spaces.”
That flexibility is key, adds Ms. Taylor. “Hale offers both indoor and outdoor spaces, allowing for a variety of experiences – wellness festivals, culinary events and even celebrity chef pairings with local cuisine. These flexible spaces are especially valuable during the shoulder season when the weather can’t always be relied on.”
Ms. Taylor notes that Hale Muskoka is also near a major highway – and roughly a two-hour drive from Toronto – making it easily accessible to visitors who may be unfamiliar with the area.
While the property’s original barn couldn’t be preserved, Hale’s design team set out to replicate the structure by incorporating wood cladding and a metal roof, creating a modern interpretation that retains the original’s character.Supplied/Hale Muskoka
Designing with heritage in mind
Hale Muskoka isn’t only about filling a tourism gap – it’s about honouring the area’s history.
The site was once home to a barn, last used as an antique market in the late 1980s to early 90s, and it is a familiar landmark to generations of locals and passersby. When structural realities meant the barn couldn’t be preserved, the project’s design team set out to replicate its presence with plans for a new building that will stand on the same footprint at the same height.
The new barn will also possess wood cladding and a metal roof to create a contemporary interpretation that retains the character of the original.
“Although we had to take down the barn, it created an opportunity for Eric and our team to rethink how elements of it could be repurposed across the site,” says Nathan Jensen, president and principal architect of Mitchell Jensen Architects, the outfit behind Hale Muskoka. “The barn’s structure, cladding and other materials are being salvaged and reused as benches, exterior cladding for new buildings and part of a planned altar-like art installation in the woods that could be used for weddings.”
Repurposing the wood is more than a design choice, it’s a sustainable practice, Mr. Jensen says. By keeping the wood in use, the carbon it holds remains sequestered, rather than being released back into the environment when wood decomposes in a landfill.
Mr. Jensen also says the site’s minimal design with durable materials supports sustainability and preserves the location’s natural bedrock by working around it rather than flattening it. This bedrock inspired the design of Hale Muskoka’s staircase and seating, which was developed to highlight the location’s natural features.
The new 1,900-square-foot barn will be one of two indoor event spaces alongside an 1,800-square-foot grange. The barn’s vaulted ceiling and exposed trusses will support a structural grid with removable overhead mirrors to make it production-ready for filming. Both indoor spaces are expected to be ready by the summer of 2026.
Hale Muskoka is using the former barn’s materials and repurposing them into benches, exterior cladding for new buildings and part of a planned, altar-like art installation in the woods that could be used for weddings.Supplied/Hale Muskoka
A community-driven project
A passion project deeply rooted in honouring the community, Mr. Abugov made sourcing locally a priority.
“We’re using local resources at every stage – suppliers, labour, design and planning,” he says. “As a member of the community, it was important to me that Hale be built from within it. My international experience helps me bridge any gaps, but the real strength has come from working alongside local partners.”
This community-first approach extends beyond construction, with Hale serving as an in-person marketplace where small businesses can showcase their products directly to customers.
“Revitalization and development are fabulous,” Ms. Taylor says. “Hale Muskoka is making strides in connecting consumers and products in a way that Gravenhurst hasn’t experienced before.”
Hale provides a venue where vendors from across Ontario can connect with new audiences, creating opportunities for local makers to reach wider markets and build stronger links with the community.
“Hale Muskoka is a welcome addition to Gravenhurst — a destination that helps foster a strong, proud community life,” Gravenhurst Mayor Heidi Lorenz says. “It’s the people who make this place so inviting, and we’re fortunate to have so many creative, visionary individuals among us.”
Preparing for growth
Hale’s opening comes at a pivotal time. Gravenhurst and the broader Muskoka region are experiencing population growth and new residential development, creating fresh demand for spaces where people can gather beyond home or the workplace. It’s a reminder that no matter how much small towns evolve, fostering connection and a sense of belonging remains the backbone of a thriving community.
With the site also envisioned as a wedding venue, its natural setting and proximity to Toronto will attract couples seeking destination weddings closer to home.
“Hale Muskoka is a great example of what can work in a town like ours,” Ms. Lorenz says. “Small businesses are the backbone of our local economy, but it’s the people – their spirit and drive – that really create success in small towns like Gravenhurst.”