VALEMOUNT – A B.C. mountain town is crossing its fingers for a strong summer after the Jasper wildfire cut its last season six weeks short.
Marcie Down, executive director of Tourism Valemount, described how last summer had been going strong up until the wildfire, which closed Highway 16 and the Icefield Parkway, stopping the flow of visitors to Valemount.
“The tour buses were cancelling, people just weren’t able to come through like they normally would, so we started working on campaigns to promote the Highway 5 corridor, but it was very slow,” Down said. “A lot of the businesses really took a financial hit, because July and August are the big times to generate a lot of revenue, and that just was not happening.”
In an effort to help businesses, the Village of Valemount asked higher levels of government for $1.5 million in financial aid, but the B.C. government has declined to offer this assistance, citing other programs already in place.
Down reported they are just starting to see more travellers now and that May had been a good month for tourism.
“We’re definitely seeing more international travellers coming, and the really nice thing is that they’re coming earlier, so we’ve got a great season happening, and spring has been just absolutely fabulous here,” she said.
Valemount is known for its outdoor activities and recreation such as its bike park, golf course, water rafting and horseback riding. People can also try to spot salmon making their return at the end of the summer.
An upcoming three-day community festival called Valemountain Days, which runs Friday (June 13) to Sunday (June 15), will entertain locals and hopefully draw in more visitors to the community.
Laura Keil, board member for the Valemount Community Sport Days Association, said it had been a difficult winter for the community since many businesses relied on summer revenue.
“They use that pot of money to get them through the slower season, and because they didn’t get that, there’s just not a lot of options for businesses, aside from taking out another loan, [and] most businesses already have loans,” Keil said.
She noted many people didn’t realize how many businesses were close to the line, even without outside events taking their toll.
“It’s been hard, and in a small community like Valemount, a couple businesses closing can be devastating, and it has a ripple effect on the whole community,” she said.
Keil noted how Valemountain Days gave visitors the opportunity to mingle with locals while enjoying a community-oriented festival.
“It usually mostly locals who are attending, but this is an opportunity for locals and visitors and former residents and anyone under the sun, really, to come and experience community and just joy in Valemount,” she said.
Valemountain Days has been going for 45 years and includes a parade, downtown street party, live music, logger sports, kids’ activities, a baseball tournament and more. New this year is a petting zoo, pony rides and multi-person bicycle shuttles. A detailed event schedule can be found on Valemountain Days’ public Facebook group.
In addition, the iconic Berg Lake Trail in the nearby Mount Robson Provincial Park will be fully reopening this summer after suffering flooding in 2021.
The reopening celebration will take place on June 28 and include activities such as live music and performances, children’s activities and games, interpretive presentations and an artisan market.
