Simcoe, Ontario, is located approximately 38 km (24 mi) south of Brantford, and is town is rich in small-town character, despite being situated not far from Canada's largest urban centre, the Great Toronto Area, which is only about 120 km (75 mi) away. Simcoe is markedly different from Simcoe County, which is located on Georgian Bay, north of Lake Simcoe. Named after Upper Canada's first Lieutenant governor, John Graves Simcoe, the heritage of this community and its namesake can be delved into at the Norfolk Heritage Centre. For an afternoon or evening of entertainment, visitors should check out the Simcoe Little Theatre, which features amateur theatre performances during the summer months, while those in need of retail therapy will want to check out the Simcoe Town Shopping Centre—the town's main shopping destination. Autumn visitors to Simcoe are lucky because the have the chance to take in the town's main event, the Norfolk Country Fair and Horse Show. The event has been around since 1840 and features a midway, live entertainment and lots of exhibitions.