This is the first big test for the marketing efforts of the newly-founded Destination Marketing Organization. The May long weekend always packs campgrounds from the Snaring River to the Columbia Icefields. Tourism Jasper Dining Season campaign is in full swing, and how many cards get punched will be interesting to see. Promotions involving current and former Jasperites preaching authenticity and wilderness are set to role. If Tourism Jasper wants to make their two per cent goal a reality, May must be strong, and this is the biggest weekend of the shoulder season. The rest of the weekends this summer will take care of themselves, but rest assured businesses are watching carefully to see the effects of the campaign. Membership fees are on the line.

Yet have the local businesses done enough on their own end? Destination Marketing brings the consumers to town. What have businesses done to entice them to spend in their stores?

We will pay particular attention to who is in town this weekend. While the Edmonton contingent is always strong, just how far will others travel? Saskatchewan has been targeted, and it appears more marketing dollars were spent in Calgary. Tourism Jasper has spent money to attract visitors this month, and Parks Canada has agreed to target New Canadians. What has worked? 

And will other moves keep visitors away?

Most Jasper campsites will not be subject to the same liquor ban the other National Parks are imposing, which could keep the wardens busy throughout the weekend. How will this affect families? While it’s good to know a beer around the campfire will be tolerated, we suspect campers will be on a short leash in Jasper National Park. Repeated problems at Snaring campground in years past, and an increased focus on visitor experience should translate into family friendly campgrounds. The happier they are, the longer the stays. 

There is no reason to believe this will be a slow long weekend. Economic recovery, weather and marketing appear to be in good shape. We remind visitors and residents alike to enjoy the park responsibly this weekend.

Get your green thumb

Kudos to the municipality for working with the local food group to find a temporary home for garden plots. Just when it appeared in fighting was about to derail another garden project, an agreement was made to provide a small number of plots.

Jasper has once again decided to compete in the Communities in Bloom competition, a worthwhile project that has the potential to increase community pride, promote eco-conscious projects and beautify the community. The community gardens will help these efforts.

Let’s remember to keep the gardens tidy and well guarded in order to remove animal attractants.

While there is still a possibility the neighbours may protest their presence, and the calibre of the beds and fencing will require testing, it’s encouraging to see the work of volunteers produce fruitful results.