In Greek mythology, Cerberus is a multi-headed dog that guards the gates of the underworld. He was often portrayed as being monstrous in size, having three heads, a serpent for a tail and snakes protruding from all over his body. Cerberus’s job is to ensure that the dead cannot leave.
I’m not sure it’s a kind analogy, but the Cerberus traits work as a great critical statement of BC Transit’s business model concerning its use of climbing in their new ad campaign. The Cerberus owned by BC Transit hides behind the guise of a climber, appearing strong, independent, resourceful, bold and self-sufficient. Behind the disguise crouches the Cerberus, its three snarling canine heads making sure that B.C. residents have no other public transit options, a new fare system following its bungled introduction and ever-rising prices. The snakes covering its body and slowly uncoiling as its tail represent Transit’s double-faced nature to give us accessible public transit but only on its own terms. Perhaps I’m reaching a bit – maybe I’m speaking too critically.
A traveller packing their bags, leaving their tent or hotel, jumping onto a bus and riding to a trailhead or climbing area are beautiful images. It’s an obvious step towards removing our dependence on cars and a more efficient use of fuel-powered vehicles. In European countries including France, Italy and Switzerland, buses and trains take visitors from their hostels to the bases of mountains to hike, climb and ski. In Zion National Park in Utah, a bus system takes visitors through out the entire park on a road network closed to outside traffic during the busy season. The same exists in Yosemite, where a bus network runs year round, giving access to recreational areas as well as businesses for visitors and employees alike.
Watching the BC Transit commercial again, I’m struck by its carefully slick design and editing. Those two women seamlessly finish their ascent of Cerberus, the classic multipitch line that climbs the Tantalus Wall of the Stawamus Chief, coil their ropes, pack their bag, glide down the Chief backside trail and step serenely onto a bus bound for home.
I’m fine with this idealistic piece generalizing on how BC Transit hopes to be viewed by the public, but what I’d love to see is a move by BC Transit to try this service during the summer months in Squamish, servicing busy town areas used by tourists and residents. If I could take my daughter onto a public bus, ride to the Chief, hike the backside trail with her and then catch a bus home without starting my own vehicle, I would.
What about service to Alice Lake, the Sea To Sky Gondola, Shannon Falls and Murrin Park? I urge BC Transit to survey interest and see if, through feedback, they might hear interest in expanding service in our growing, outdoor-oriented town.
Go ahead, tame Cerberus?
