A competitive race is taking shape in Barrie’s Ward 9 ahead of this fall’s municipal election.
Coun. Sergio Morales is seeking a fourth term in the south-end ward, where he has served since 2014. He faces challengers in the form of political newcomer Dave Weingarten and return candidate Norm Costello.
Morales said he decided to run again because he wants to build on what he considers to be the most effective council he has served on.
“This is the most collaborative, effective city council I have served on,” he said.
“There are a lot of major projects and policies I want to deliver for Ward 9 and work with my colleagues to deliver for Barrie as a whole.”
Among his priorities are advancing the planned multi-recreation centre and library branch at Huronia Road and McKay Road East, reviewing core municipal services and continuing efforts to address homelessness and drug-related issues.
Reflecting on his 12 years on council, Morales said he is proudest of helping shift the culture at city hall.
“I’m most proud of establishing a mindset of finding ways to get things done instead of finding excuses why it can’t or shouldn’t be done,” he said.
He pointed to bylaw enforcement, traffic-calming initiatives and improvements to Painswick Park as examples of work completed during his tenure.
Weingarten, a Ward 9 resident and local videographer, said rising property taxes and affordability concerns motivated him to enter the race.
“I was motivated by seeing the increases in our property taxes, and knowing that a great city like Barrie can do better for its residents,” he said.
“I also believe we deserve councillors who are easy to reach and will respond.”
If elected, he said he would work with council to keep tax increases to a minimum while ensuring residents have a stronger voice on planning and development decisions.
He said his door-to-door campaign has been a positive experience so far.
“As I’ve gone door to door, introducing myself to the residents of Ward 9, it’s been an amazing experience to meet so many of my neighbours,” he said.
“Nearly everyone has been inviting and open to talking. And it’s been great to share concerns and learn about others.”
Costello, who also lives in Ward 9, is making his second bid for council after an unsuccessful campaign in 2022.
He said his campaign is “in full swing” and that conversations with residents have centred on speeding, homelessness, drug use and what he sees as a lack of communication from city hall.
“There have been a number of concerns from the Ward 9 residents that I have spoken to,” he said.
“The major ones in Ward 9 are lack of communication from current council, speeding vehicles, homelessness and drug use.”
Costello said that if he wins, he will push for improvements to Barrie’s snow removal program.
“I would like to see a much improved snow removal program along with the installation of windrow plows added to our current snow plows,” he said.
“And of course much-improved communication.”
Barrie residents head to the polls on Oct. 26, 2026.
