It’s a new look for a continued and valued youth services organization.

By any moniker, though, theROC continues to roll in Prince Edward County.

What was the “ROC, (Recreation Outreach Centre) & PEC Youth Centre” is now “theROC Youth Services.” The name change was launched earlier this month with MPP Todd Smith, Mayor Steve Ferguson and members of the agency’s Board in attendance.

“As the needs of our local youth have changed the past few years, so too has our agency,” explained Executive Director Darlene Thompson. “We have spent the past year undergoing a major rebrand including a new look and vision for the future.”

ROC programs will remain barrier-free, with no costs for youth or the families.  Services focus on four pillars: academic support, basic needs, leadership skills and social development, and mental wellbeing.

Ms. Thompson explained that by the rebranding has allowed the organization “to  redefine who we are, what we do and why we matter.”

Youth who use theROC’s services selected the name and logo as part of the rebranding process. With a number of options presented to them, they were compelled by the longevity of “ROC” in Prince Edward County. They kept the power of the name while updating it to make it their own.

Thanking the generous contributors who keep the Youth Centre doors open was a key part of the event. TheROC Youth Services representative Hilary Fennell pointed to Angry Birds, Besties Pet Spa and Cuisine, Cribs on Main, Base31, Huff Estates Winery & Inn, Reynolds Farms, Reynolds Trucking Services and St. Mary Magdalene as monthly sponsors are recognized on the donor wall just inside the Youth Centre’s front entrance.

MPP Todd Smith complimented the group on the rebranding effort and a better than two decade legacy of supporting Prince Edward County youth. He spoke on behalf of the Ontario Trillium Foundation, whose Resilient Communities funding supported the re-branding and re-visioning.

“There’s been great work going on for 20 years plus here and it’s wonderful it will continue,” MPP Smith said. “Coming out of the pandemic, there is no question there are challenges facing our young people and that’s why programs like this in the County and the Bay of Quinte region are so important.”

Mayor Ferguson noted the municipality is firmly behind the organization no matter its name because of its mandate of serving and supporting Prince Edward County’s young people. He underscored the $60,000 grant the County provided to theRoc earlier this year.

“The importance of this facility cannot be understated. Places like this where youth can gather, socialize and grow — and first of all, be kids — are common in some places but not here,” the Mayor said. “So the work that’s being done at theRoc Youth Services is so important to the development of young people in Prince Edward County and we are just delighted to support you and congratulations on this new look.”

theROC Youth Services has delivering vital and impactful programs and services to youth ages 12-18 in Prince Edward County for 22 years.