A New Model for Adventure Tourism in BC

Scheduled to open in the spring of 2014, the $22 Million Sea to Sky Gondola development is something its founders hope will set a new direction in adventure and outdoor tourism. They know that locals as much as out of town visitors will be willing to pay to experience the new attraction, to propel themselves into the out of doors to discover new grounds.

The Sea to Sky Gondola with its” Adventure by Nature” tagline is aligning with BC’s Super Natural brand promoted worldwide. Add to this extraordinary mix, world-class access of great highways and infrastructure and you have the makings of an experience that is truly special. The Sea to Sky is one of most scenic drives in the world and yet municipalities and attractions along the highway are still relatively unknown. Squamish by example deserves the title of Outdoor Capital of Canada and Tourism Squamish can tell you why.

The Sea to Sky Gondola will not only add to the array of experiences available in the region but also contribute significantly to the local economy. +60 Full time jobs, local suppliers and services and 60-80 person years of construction employment totalling approximately $3.63 million in direct economic spending impact for Squamish in the first 24 months with labour alone! Estimated additional impacts are over $3 million per year annually/ongoing.

The gondola will provide “access to the inaccessible” by lifting guests 850 meters above spectacular Howe Sound to the high coast mountains of Shannon Creek. The landscape is natural unlike arriving at a ski area in summer time; there are no lifts, cut ski runs, snowmaking equipment and the industrial nature that is typical at summer mountain resorts. Instead, it is forest, mountains, and streams. Once you arrive at the top, there are many choices, summer or winter; hiking trails for all fitness levels interpretive walks with high exposure viewing platforms overlooking the majestic Howe Sound and surrounding mountains, mountain bike trails, suspension bridge, snowshoeing, winter walks with some unique First Nations history and mythology added to the experience. The Summit Lodge will be approx. 9000 sq ft in size with full group event facilities as well as a spectacular 3000 sq foot deck!

These experiences are all “human powered”…in other words, after you ride the stunning new Dopplemayr 8 passenger gondola for a boost up to the terrain…you get to meander to your heart’s content and pursue your own particular passion or interest in BC’s great outdoors.  This is not a ski area and doesn’t need the formula, somewhat broken now, of selling real estate to finance lifts and more lifts. Rather its sustainability and success depends on the notion of developing the trails and experiences that people can get to under their own power. It’s working with the natural terrain and amenities instead of trying to overpower it.

Could this be a new paradigm for adventure tourism in BC? Perhaps, and given the interest in this type of nature-based tourism around the world, it would suggest that this adventure is going to end very well indeed.

Sea to Sky Gondola by numbers

• Investment $22 million
• Expected full time positions 70
• Number of guests in year 1  +200,000
• Cost of gondola $7.6M
• Current visits to Shannon Falls and Stawamus Chief approx 500,000
• In the US, direct spending on outdoor activities is $646Billion per year 3rd largest finance/insurance and healthcare the two largest), ahead of motor vehicles & parts $341B and ahead of Pharmaceuticals $340B. (The Outdoor Industry Economy, Outdoor Industry Association, 2012)

Adventure and outdoor tourism by numbers:

• While overall BC tourism has had a growth rate of 4% per year
• Adventure tourism segment has grown annually at a rate of 10% to 30%
• Adventure tourism and recreation, anticipated labour demand in BC by 2015 is 13,100 workers.
• Attractions, projected labour demand by 2015 is 8,000 new workers.