A few months ago, the Squamish Chamber of Commerce held a panel discussion at Chances Casino on the topic of improving the local business climate. The key take-away message was that businesses need to work together to create a marketing vision. With a perfect storm of opportunity about to hit this town, the time has come to do just that.
B.C. is now experiencing an unprecedented surge in tourists from China, five years after that country granted Canada approved destination status. At the same time, a low Canadian dollar is enticing more visitors from south of the border and locations farther afield. To that monetary incentive we can add the boost the influential New York Times has given us by plugging Squamish as one of the top must-visit places for 2015.
Some key local venues are already in place or will soon take shape. While the Sea to Sky Gondola has become a runaway success story, the West Coast Railway Heritage Park, Chances Casino and Quest University offer their own possibilities. Guided tours by volunteers at the eagle-viewing area in Brackendale also continue to be an annual attraction.
A proposed year-round market downtown would have potential to lure more visitors downtown. And the pending Squamish oceanfront development could eventually rival the popular Granville Island Market in Vancouver. As attractive as that vibrant oceanfront scene will be, it still lies somewhere in the distant future. But there are other opportunities within a potentially shorter time horizon.
Authentic aboriginal cultural experiences are high on many visitors’ must-see agendas. Under the banner “Our passion is sharing our culture and telling our story,” the BC Aboriginal Experiences Guide lists 62 locations across the province with a specific First Nations focus. They include such diverse attractions as the Bill Reid Gallery of Northwest Coast Art in Vancouver, the Squamish Lil’wat Cultural Centre in Whistler and the Haida Heritage Centre in Skidgate.
Regrettably, an official Squamish-based site showcasing our abundant indigenous heritage is missing from the guide. The simple reason for that omission is no such facility is in play here yet. That needs to change.
In addition to getting venues market ready, we have to take a more thorough approach when it comes to promoting them. For starters, an enhanced advertising campaign, both in print and in the electronic media, will be crucial.
One conclusion a number of observers have reached is that selling ourselves as an outdoor activity hub has its limitations. We may be hardwired for adventure, but many travellers are not overly enthusiastic about the physical exertion associated with the great outdoors. A considerable segment of the travelling public is looking for less vigorous alternative experiences. The time is ripe to exploit that demand.
