Tourism in Port Alice:
Exploring Fit and Future Potential
A Participatory Rapid Appraisal of Tourism Development
Tourism in Port Alice: Exploring Fit and Future Potential
A Participatory Rapid Appraisal of Tourism Development
Final Report (2010)
This report was developed based on fieldwork conducted by Dr. Nicole L. Vaugeois and a team
of undergraduate researchers from Vancouver Island University in the spring of 2010.
Research team






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Nicole L. Vaugeois, BC Regional Innovation Chair in Tourism and Sustainable Rural
Development
Wendy Scott – Research assistant, Bachelor of Tourism Management student VIU
Kelsey Milne – Research assistant, VIU
Maddy Koch – Research assistant, VIU
Becky Jones - Bachelor of Tourism Management student VIU
Gareth Davies - Bachelor of Tourism Management student VIU
Taz Hartwick - Bachelor of Tourism Management student VIU
For more information or to access copies of the report:
Nicole L. Vaugeois, PhD
BC Regional Innovation Chair, Tourism and
Sustainable Rural Development
Vancouver Island University
900 Fifth Street
Nanaimo, BC V9R 5S5
Phone: 250- 753-3245 Local 2772
Email: [email protected]
Website: www.trip-project.ca (under resources, then reports)
Tourism in Port Alice: Fit and Future Potential
Page 2
Table of Contents
Background
Page 4
Methodology
Page 8
Insights gained
Page 10
Current reality
Page 10
Visitor demand
Page 12
Awareness and marketing
How is Port Alice being portrayed and promoted?
Does the way Port Alice is being promoted fit reality?
Page 13
Assets and tourism products
First impressions
What are the natural and cultural assets in the Port Alice area?
Page 17
Resident support
To what extent do residents of Port Alice support tourism development?
Page 20
Infrastructure
What is the status of the required infrastructure for tourism?
Page 24
Moving forward
Page 25
Resources to move forward
Page 32
Appendices:
A. Things to do and see in Port Alice – residents ideas from workshop
B. Hopes and fears/concerns about tourism
C. Table of Natural and Cultural Amenities in Port Alice
D. Visitor service amenities
E. Port Alice local artisans
F. Events and Festivals
G. Quotes from Port Alice dialogue
Tourism in Port Alice: Fit and Future Potential
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Background
Many rural areas are seeking ways to diversify their economies and revitalize their communities.
As they explore the options available to them, residents are looking more at their natural and
cultural amenities to see if they can attract new residents, investment and visitors. One
diversification option for areas with ample amenities is tourism development.
Tourism is an export industry (see figure 1) which develops quite differently from other
resource based industries. These differences must be understood for communities trying to use
it as a diversification tool because it dictates the types of supports that will be required to bring
about successful integration of tourism into an area. Tourism is based on natural and cultural
amenities such as oceans, lakes, wilderness or heritage sites and special events. These
amenities serve as the basis for all tourism products which are “experiences”. Experiences are
an intangible product meaning people cannot touch them or inspect them prior to buying. In
fact, visitors must be convinced that the amenities and products in an area are worth buying
before they even visit. They become aware of these opportunities through marketing where
amenities and experiences are promoted to potential “markets” that might be interested in
them. In this system, international visitors are recruited through efforts by the Canadian
Tourism Commission which tries to put Canada in the minds of visitors abroad. Once attention
is focussed on Canada, Tourism BC attempts to attract them to visit here instead of other
regions of Canada. When convinced that BC is the place to visit, the regional marketing
organizations, such as Tourism Vancouver Island, work to position the Island‟s visitor
experiences in the minds of visitors. And finally, by working within this system, the sub regions
and community level marketing organizations promote their unique amenities to attract visitors
to travel to and spend time within their context. This reality requires investments from each of
the levels involved to ensure that visitors are made aware of the experiences that they can have
within BC.
Once a decision to travel to an area is made, visitors have to invest in travel to access the
experiences that they want to have. This is important for communities to recognize as well,
since infrastructure that provides access to the natural and cultural amenities is a key
investment in tourism success. This includes the obvious airports and roads, but also marinas,
back country areas, and trails if those are the assets being promoted to visitors. If visitors
make a decision to travel somewhere to experience certain amenities but then they cannot
access them, they will be dissatisfied. Therefore, before amenities are actively marketed,
efforts need to be made to get “products ready for the market”.
And finally, once attracted into a community, visitors bring new money into the community and
spread it among various stakeholders such as businesses, not for profit organizations (such as
museums) and government sites (parks, heritage sites). Some of this money is spent directly in
tourism related organizations, but additional economic impacts are generated through indirect
spending on businesses that supply the materials needed to produce a visitor experience (such
as food, gas, retail etc). This new money also provides a climate that supports entrepreneurs
to thrive and create employment for people within a community.
Tourism in Port Alice: Fit and Future Potential
Page 4
This short “tourism 101” is intended to provide some context on tourism development in
general, but also to understand why the project was undertaken in Port Alice. In general terms,
this report will highlight the fit and future potential for tourism development in Port Alice –
taking note of its natural and cultural amenities and resident support.
Figure 1. Tourism development defined…
AMENITIES
Natural and cultural
Used as the basis of the
tourism product which is the
EXPERIENCE
PROMOTED TO
Local (pulls to the community)
Regional (attracts to the region)
Provincial (attracts to BC)
National (attracts to Canada)
VISITORS
Bring New money into the community –
Influenced by promotions – make a decision
to travel and expect to buy a once in a
lifetime EXPERIENCE but have to TRAVEL
to get it
EXPERIENCE is DELIVERED
Within the community by a host of
businesses (attractions and supports)
taking advantage of the AMENITIES
and leaving new money.
TRAVEL
Requires investments in
infrastructure to bring people
TO the area (roads, facilities,
and signage)
In order to develop tourism effectively, collaborative engagement needs to occur among local
businesses, residents and the government. Figure 2 outlines some of the key roles of each of
these stakeholders in tourism development. While most people think that businesses are the
only ones to benefit from tourism, the reality is that each of the stakeholders is required to
provide input into the process and each receives benefits from its development. Businesses of
course benefit from the new revenue brought in by visitors, but they also make significant
investments in marketing to put the community on the map and they also generate the jobs
when business ventures are successful. Resident support is critical to sustainable tourism
development – they should provide input on visioning and tourism planning by being actively
invited to the table. They in turn benefit through employment opportunities, but also by the
infusion of tax revenue to the local government which is used to support investments in
community infrastructure and services which enhance quality of life. Government is also a key
stakeholder as staff must work to incorporate tourism into planning efforts, invest in marketing
and infrastructure that support tourism activity and they benefit through the infusion of tax
Tourism in Port Alice: Fit and Future Potential
Page 5
revenue to local businesses and indirectly through the attraction of investors and new residents
who are motivated to relocate to the community through exposure from tourism.
Figure 2: Role of stakeholders in tourism development
Who is involved and in
what role?
Understand and support
tourism, provide leadership,
Invest in planning,
infrastructure and promotion,
receive economic benefits,
reinvest in community,
support businesses.
Promote businesses and community,
provide the experience, reinvest in
the community, receive revenue,
provide jobs
Collaborativ
e effort
Understand and support tourism, help
host visitors, receive economic
benefits (jobs and taxes), help guide
development
Port Alice
In 1916, Colonial Lumber and Paper Mills began constructing a mill at the Southern end of the
Neroutsos Inlet on Northern Vancouver Island. In 1917, the mill began operation and the
Village of Port Alice was formed as a result. Port Alice has always relied on the mill as its main
economic generator. Since construction, the mill has been “boom or bust”, having changed
hands, shut down and reopened many times. As a result of this economic uncertainty,
improved road infrastructure and changes in shift lengths, the population of the town has
fluctuated between 3000 people and 700 people, which is the village‟s official population at
present.
Port Alice was originally located within close proximity of the mill. In the 1960s, a new village
was constructed a few kilometres north of the mill along the shore of Rumble Beach. “Old Port
Tourism in Port Alice: Fit and Future Potential
Page 6
Alice” was burned down due to contamination from mill pollution and “New Port Alice” became
home to the mill workers and their families. To this day the mill (now owned by Neucel
cellulose) employs more of Port Alice‟s residents than any other industry. Almost all jobs which
are not provided by the mill directly are by-products of the demand created from mill workers.
Approximately 11% of the population is unemployed.
Until rather recently, Port Alice was only accessible by an unpaved logging road or by sea. The
Port Alice highway is now paved and is about a 30 minute drive from the North Island Highway.
Water is still used as an access point for the community, with a yacht club, a boat launch and a
sea plane dock available. Port Alice is currently waiting to hear the results of a funding request
for a marina construction project.
Housing in Port Alice is relatively inexpensive. Waterfront accommodation prices range
between $135,000 and $499,500. According to Port Alice statistics, there are approximately
580 residential properties of which 206 are owned by out of town, province or country owners
(35%).
Figure 3: Map of Port Alice
Source:
http://www.bing.com/images/search?q=port+alice+map&FORM=BIFD#focal=1d32b1f70db96bbeee523
7f6ec8384f3&furl=http%3A%2F%2Finvestbc.gov.bc.ca%2FCommunityProfiles%2Fimages%2Fcommunit
ymaps%2F593.jpg
Tourism in Port Alice: Fit and Future Potential
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Methodology
This project used the participatory rural appraisal
process to:
1.
2.
3.
Engage residents in dialogue about the
potential role and fit of tourism for Port
Alice to diversify its economic base;
Identify natural and cultural amenities that
could be used to develop tourism products
(visitor experiences);
Identify the fit of tourism and potential
next steps for its development in Port Alice.
Many areas cannot afford to pay for research to assist in economic development, and when
they can, they often have to rely on the expertise of consultants from urban areas. It is not
uncommon for consultants to limit engagement with communities to save money and time.
Interviews are often conducted with community leaders who provide only one perspective on
development. Methods are often restricted to formal surveys or interviews with limited key
informants. Results of studies can often take a long time to be completed, thereby limiting
their impact for timely decision making. Reports are often long, tedious, technical and not
widely distributed within the community. It is possible, with these methods for a study to be
conducted about key community decisions where residents have no engagement in the process.
This can lead to limited buy in of the results which impedes implementation.
To counteract some of these limitations, alternative research methods are emerging which fit
the context of rural communities much better, and which provide residents with ample
opportunity for input thereby increasing the likelihood that the results will be used. One such
method is the participatory rural appraisal methodology. According to the World Bank Group,
Participatory rural appraisal (PRA) is a label given to a growing family of approaches and
methods that emphasize local knowledge and enable local people to make their own appraisal,
analysis and plans. PRA processes use the information gathering process and the reporting
process to help residents contribute information to decision making and to better understand
the issues, choices and concerns in the community. It is also helpful to develop capacity among
residents for new activities or industries.
The PRA method overcomes a number of the challenges rural areas face, to provide rigorous
study of an issue but in a timeframe that is useful and cost effective for the community. It is
done using a team of researchers (vs. one or two) thereby providing better coverage to talk to
residents, but also enhancing the range of perspectives that are used to interpret the results.
PRA ensures that the views of groups which are typically ignored are included in the research
process. Results are prepared and presented while in the field to capitalize on the accuracy of
the information provided, and to provide timely feedback through rapid sharing of the insights
gained. The sheer presence of the field researchers in the field often spurs dialogue on issues
that are not being discussed fully at the community level.
Tourism in Port Alice: Fit and Future Potential
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Like all methods, PRA also has its limitations. It is complex and difficult to coordinate and make
sense of the diversity of perspectives shared in the field. It does not necessarily include
surveys so the information can often be qualitative in nature and be subject to different
interpretations.
What did the researchers do in the field?
The team of seven researchers used the following process during the Port Alice study:
1.
2.
3.
4.
5.
6.
7.
Invitation by the community – the research was initiated when a fit between the
process and the needs of the community to explore tourism development further
was identified.
Background work – the researchers obtained background studies on recreation and
tourism, plus community and economic development plans prior to entry to the
community. These were reviewed to understand the evolution of tourism in the
region, as well as recognize current initiatives underway that Port Alice was involved
in, or that they could align themselves with.
Promote awareness of the team visit – the researchers worked with staff in the
community to promote the visit of the team. Press releases, announcements, email
invitations, and TV commercials were all done to notify people of the project and
invite their participation in events or discussions.
Travel to the destination – the team traveled to Port Alice from Feb 21 to 26, 2010.
On route, the team stopped in adjacent communities to see how Port Alice was
being portrayed to visitors in marketing materials and through discussion with
residents of adjacent communities.
Site visits – while in Port Alice, the team was split into smaller groups to visit,
observe and assess various sites. This included public community sites, natural
areas, and cultural amenities. A team visited Coal Harbour to discuss their tourism
initiatives and to identify potential collaborative initiatives. In the day in and the
media
Community engagement –
a. The team engaged in a meeting with key tourism stakeholders early in the visit
to obtain background on tourism development.
b. An open public meeting was held on the second day where approximately 40
residents attended. An introduction to tourism development was provided by
Nicole Vaugeois, and then a short survey on resident opinions of tourism was
completed by participants. Hopes, fears/concerns, questions and assets were
also identified by participants using “sticky notes” and flipcharts. An open
discussion was facilitated as well.
c. A series of discussions were held with individuals at various venues throughout
the week (reaching approximately 32 people).
Report out – the group compiled their insights while in the field and reported out to
the community prior to departure in a public session. This report draft was prepared
in the field as well.
Tourism in Port Alice: Fit and Future Potential
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Insights gained
This section will highlight the insights that were gained about the fit and future potential for
tourism in Port Alice. The first portion identifies the current reality and gives Port Alice a grade
(A to F) for how it currently does each of the required ingredients for tourism development.
The following sections outline the marketing reality and first impressions of Port Alice, resident
support for tourism and the natural and cultural amenities which could be used to develop
visitor experiences.
Current reality
Port Alice is currently at its infancy in terms of tourism development. The community has largely
had its economic ties linked directly to the operation of the mill. This historical reality must be
taken into account when looking at Table 1 which shows a grade for Port Alice with respect to
how it is currently incorporating all of the required ingredients for success in tourism. It is by no
means an indication of the potential for development, it simply provides a snapshot of the
current reality and may be used to guide a tourism strategy to work on areas that have a low
grade.
Port Alice was graded quite highly by the team in terms of strong first impressions of the
community and of the evidence of balanced interests (i.e. economic, environmental and social).
Strong grades were also given for respect and support for tourism based on evidence from
residents in the community but also by the engagement of the community in some regional
tourism ventures. Collaboration and partnerships are somewhat evident with regional tourism
marketing and outdoor recreation planning within the North Island region. The amenities could
provide for unique experiences that differentiate Port Alice from other communities (access to
ocean, lakes, and rivers and nearby outdoor recreation sites plus numerous unique natural
features – see natural and cultural amenities section). The community has a well located,
funded visitor information center which has the potential to provide services and retail
opportunities for visitors. The region has a well funded tourism marketing alliance in place to
help put the North Island on the map and the community is supportive of making investments
into infrastructure such as marinas, trails, etc. to provide access to amenities.
On the other hand, the table also identifies some areas where Port Alice is not currently
performing as strongly. There is no evidence of tourism planning or strategy at the community
level yet, and there is limited awareness in the marketplace of the amenities in the area. The
business sector is limited in terms of its scope or the range of services that visitors would need,
including retail opportunities to allow more economic impact in the community. The area is
perceived as being a long drive, however in reality, the road access is quite good (good quality
highways, not too windy or narrow like other westward highways on the island). There are few
“tourism champions” evident in the community to initiate movement and persevere over the
long term to bring about its development, and of those available, there is limited experience
with tourism development. At the same time, there are champions in the North Island region
that could provide ideas and support along the way.
Tourism in Port Alice: Fit and Future Potential
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Table 1: Grades for Port Alice on CURRENT ingredients for success in tourism development
Ingredient for
success
Respect and support
for tourism
Planning
Current
reality
B
Awareness among
markets
Web presence
Collaboration and
partnerships
Unique experiences
D
Easy access
C
Viable business sector
D
People to work
C
Strong leadership
C
Strong first
impressions
Balanced interests
A
Visitor information and
services
B
Attention to visitor
experience
Appropriate
infrastructure
investments
Retail opportunities
C+
Consistent funding
B
Skills and expertise
B-
D
D
B
B
A
BC-
Comments
Evidence of interest in tourism development present –
limited involvement with tourism to date
No tourism strategy exists at the community level – some
engagement with regional initiatives
Port Alice is not well known in nearby markets
Limited web presence
Some engagement with regional initiatives in tourism and
recreation
Potential for unique experiences evident however they are
not yet developed or packaged for visitors
Not readily accessible for visitor markets – North Island
viewed as remote, unknown – highways in good condition
Few businesses to provide basic visitor services, of those in
existence there are issues with stability
Few entrepreneurs to create employment opportunities,
although there is an available labour force for tourism
No economic development or tourism specific position in
the community, few tourism champions identified and of
those, burnout is evident
Beautiful location, setting, friendly people
Care and concern for social, environmental agendas as well
as economic development
Stable, well located facility available – however basic, user
friendly information needed, more stable staffing required
and layout/clarity on heritage and artisans is needed
Visitors influenced by other communities, lack of
information on experiences or services to support their stay
Investments in recreation and visitor information
infrastructure, efforts to establish a marina. Signage,
events, beautification efforts needed.
Food and beverage retail is readily available, supplies for
outdoor recreation are needed, opportunities for
retail/shopping are needed to keep money in the
community
Regional tourism marketing initiatives are built on a stable
funding model, government and economic funding available
for initiatives.
Overall expertise limited due to lack of tourism in the
community however some expertise exists in the business
sector, with residents (knowledge of the area, artisans) and
within Village that could support tourism growth. Skills and
expertise available in the region with other businesses and
communities that could be accessed through collaboration
and partnerships.
Tourism in Port Alice: Fit and Future Potential
Page 11
Visitor demand
Understanding the North Island visitor is an essential
part of the tourism development process. Tourism
Tourism development is a market
development is a market driven process where the
driven process where the
community determines the type and number of visitors it
community determines the type and
wants to welcome to the community to take advantage
number of visitors it wants to
of the amenities it can provide (fit is essential). To
welcome
to the community to take
understand the demographics of visitors to the region,
advantage of the amenities it can
regional statistics can be used. Resources that can be
provide (fit is essential).
used to locate such demographics are the 2003 Profile of
North Island Visitors created by the Tourism Labour
Market Research Project and the 2008 Vancouver Island
Visitor Exit Survey composed by Tourism Vancouver Island in partnership with Vancouver Island
University. Analyses of these resources indicate commonalities in the trends and demographics
of tourists visiting the North Island. Links are provided below:
2003 Profile of North Island Visitors: Tourism Labour Market Research Project
http://www.tourismvi.ca/research/pdf/North-Island-Profile.pdf
2008 Vancouver Island Visitor Exit Survey
http://www.tourismvi.ca/research/pdf/2008Exit-Survey-Final-Report.pdf
The key findings indicate that visitors to the North Island region preferred hostels, B & B‟s, and
camping for accommodation. The primary reason for visiting the North Island is leisure. The
two most commonly used forms of transportation to the region are a rental vehicle and
personal vehicle.
The majority of visitors to the region begin planning one month to six months before arrival.
Over half of visitors are between the ages of 41 and 60 years old and one third were between
the ages of 31 and 40. Of these visitors, one third is from other areas of BC, and the
remainders are from Vancouver Island and International. Over 27% of visitors have an annual
income of $100,000 of more with a high level of education. The two most commonly used
forms of acquiring information are the internet and friends and family.
In regards to actions and activities, the attractions that are rated most important to visitors are
parks, local shops and artisans, beaches, and museums. The activities most participated in are
wildlife viewing, hiking, whale watching, and bird watching. The features rated most highly
important by visitors are scenic beauty, overall atmosphere of the area, and friendliness of
people.
Statistics reveal that the average daily spending of a tourist or visitor in the North Island Region
is $259.50.
Tourism in Port Alice: Fit and Future Potential
Page 12
The majority of visitors responded they would likely return and the evaluated scenic beauty,
overall atmosphere of area and friendliness of people the highest as „Very Good‟ or „Extremely
Good‟.
Awareness and marketing
How is Port Alice being portrayed and promoted?
At present Port Alice is receiving “mixed reviews” and is sending out inconsistent messages that
do not accurately represent the experience that visitors can expect on the ground. Port Alice
and it‟s attractions are sometimes listed and described in a way that creates a sense of near
glorification; that being said, Port Alice is also under-represented, and often quite negatively!
There are a number of ways in which Port Alice is advertised: word of mouth, print media such
as brochures, pamphlets and so forth, as well as electronically or by internet. All forms of
advertisement are currently “falling short” of being effective.
Word of mouth: Residents of Port Alice, do a reasonably good job and advertising the local
attractions, the need to stay positive when talking about Port Alice is important. Residents from
the neighbouring communities either are unaware of the attractions and tourism that Port Alice
has to offer or are quite the opposite and have only “good things” to say. Unfortunately word of
mouth depends on who you are talking to. One important factor to note is that many of Port
Alice‟s attractions are represented as being part of other communities. Port Alice may need to
“stake claim” to the attractions that are nearby to fully benefit from visitors.
The team visited adjacent communities to find out what the level of knowledge of Port Alice
tourism products was and what perceptions are out there. Below is a list of quotes from
neighbouring communities:
“Curvy but safe road out”
“I‟ve lived in Port Hardy for 32 years and I‟ve been to Port Alice maybe three times”
“If you have a boat its perfect for summer”
“Instead of Port Alice go to U‟mista Cultural Centre”
“Nothing in Port Alice, its scenic but there is nothing but an amazing Victorian Steakhouse, can‟t believe
there is something like that in Port Alice, great manners and food.”
“Nothing for people your age, it‟s beautiful but why would you go there?”
“Go to bear falls at Marble River, there is a long trail there”
“Beaver Lake on the way into town is a great hike”
“There are a lot of beautiful lakes around Port Alice, there is also spruce bay campsite”
“Talk to locals they‟re friendly”
“There is the community centre with free yoga and amazing scenery, and sea lions there is sea lions in
Port Alice now too”
“Don‟t go there, anywhere but there”
Tourism in Port Alice: Fit and Future Potential
Page 13
Does the way Port Alice is being promoted fit reality?
Print media:
Printed brochures are in need of revamping and coordination. Most advertisement of Port Alice
leaves the visitor believing that all the attractions listed means that there are also tourism
operators to offer the services that come along with those attractions. If the brochures lists
kayaking, visitors believe there is a place to rent kayaks in town, a suggestion to combat this
situation is to insure that the advertisement of Port Alice recommends the visitor brings their
own “gear”. Many regionally printed media neglect to advertise Port Alice on their map of the
area, simply collaborating with other communities in the Mount Waddington Regional District
will assist in insuring that Port Alice is at least placed on maps of the region.
Internet:
The same miss representation of Port Alice occurs online, visitors are left believing that Port
Alice has companies available to offers recreational excursions when this is not the case. Many
websites are updated and corrected by people who are not from Port Alice, this is because
people from Port Alice are not currently updating the information, so others end up doing it for
them. This causes a situation where the town may not be represented as the residents would
like it to be.
As for marketing suggestions for Port Alice, collaboration within the community and with the
communities of the Mount Waddington Regional District needs to take place. This will allow for
a better representation of Port Alice. Some suggestions might be: turning negatives into
positives. For example: give the road out to Port Alice an attractive name that will give visitors a
sense of accomplishment having travelled to Port Alice. Make sure that the information will not
mislead visitors or raise their expectations, try to create new material that accurately stakes the
attractions available, yet suggests that visitor bring their own equipment, and are aware that a
4x4 vehicle will be necessary for off-road excursions. Try to “tap-into” the regional market, get
people from other communities nearby to come and drop a few dollars by maintaining special
events. Offer familiarization tours to tour operators and visitor information centres in other
communities so they can experience what Port Alice has to offer and therefore are better
equipped to answer questions and give advice to visitor who request information. Examples of
information out there:
Northislandtours.com. “Port Alice is a favorite spot for sea kayaking”
“Port Alice‟s nature offers a diversity of recreation”. True but misleading.
Some web-pages have blank information that simply needs filling-in or updating
Word of mouth
Current



Advantages
People hear Port Alice is beautiful
Gateway to west coast
Locals provide insight and knowledge
Tourism in Port Alice: Fit and Future Potential
Current Disadvantages
 Relying on word of mouth creates a
misconception that there is nothing to see
or do due to the fact little is written down
 Other communities may not be “overly
generous” with their “evaluation” of Port
Alice
Page 14
Print
Whets On Digest
Day trip to: Devil‟s Bath, Vanishing
River, Kathleen Lake & Eternal
Fountain (a pamphlet with a map
and description of km.)
Gazette
Port Hardy live the adventure
Official guide to Vancouver
Island North 2010
Northern Vancouver Island
Visitors Guide
Port Alice Welcomes You!
Pamphlet (needs updating)
Link River Regional Park
Campsite (Pamphlet put out by
mount Waddington regional district,
the contact information needs to be
clear)
Welcome to Port Alice (little
Internet
Updates Needed:












booklet) - needs revamping and
local stories should be free, they
help in creating an attraction
Museums of northern
Vancouver Island British
Columbia, shows inter-community
collaboration, works well however
needs updating as well)
Port Hardy Pamphlet




www.portalice.ca
www.rdmw.bc.ca (in the process of being updated)
www.rumblefest.ca (no information currently available)
WhatsOnDigest.com (is a useful resource of events and
activities)
http://www.oscarhickeshockey.ca/(needs expansion of
information on Port Alice)
http://www.northislandtours.com/port_alice.htm (read
the information its not entirely true)
http://www.hellobc.com/enCA/SearchResultsListings/ListingsDetails/BritishColumbia.
htm?FLID=17&CATID=12029&LOCID=17&NBY=False&PI
D=1000005010&PN=1 (wrong information and updating
needed)
http://www.porthardy.com/ (good representation needs
collaboration between communities, and updating)
http://port-alice.travel.bc.ca/ (out of date)
VancouverIslandNorth.ca (update)
GatewayBC.com (update)
www.northislandtours.com/port_alice.htm (minor update)
vancouverislandbreakfast.com/islandcommunities/norther
nvancouverislandcommunities.htm (update with valid
information)
http://www.vancouverislandaccommodations.com/portmc
neill/index_portalice.htm (minor update)
http://www.gobc.ca/port-alice-travel/ “Visitors will want
to make the effort by off road vehicle” (minor updating)
This loosely suggests that visitors should provide for
themselves to bring their own kayaks
www.WhatsOnDigest.com (collaboration and updating
needing)
www.cancanver.ca (update)
Other internet resources:
 www.coppercoastresort.com
 www.ourbc.com
 http://www.britishcolumbia.com/maps/?id
Tourism in Port Alice: Fit and Future Potential
Page 15
Quick and easy things to do
 Update visitor brochure
 Address why Port Alice is
not listed within the
brochures of other
communities/collaboration
 Create self-guided tour
brochures(recreation
opportunities: hiking, boating,
driving with information &
maps)
 Link similar products
together: keeping information
related to artisans together
 Turn negatives
perceptions/attributes into
positive with creative thinking
for example: give the road
into Port Alice an attractive
name which will give visitors a
sense of accomplishment to
have travelled down the road.
The weather of Port Alice is
impressive not depressing
 Branding, create an
image for Port Alice and use
this image consistently
throughout all mediums, and
organizations
 Pursue free testimonials
from visitors, blogging,
guestbook‟s
 Get Port Alice‟s hospitality
sector listed in the B.C
Accommodation guide
 Address inconsistencies
and in information about Port
Alice
 Workshops for local
business owners to update
and improve their
advertising/information
Long Term

Stake claim to local natural resources for example, let
the neighbouring communities and visitors know that
Devils Bath and Eternal Fountain, Seven Hills and lakes
are part of Port Alice

Signage, labelling and organizing all of Port Alice‟s
natural and cultural assets, historical signs land-marking
assets. I.e. creating maps, labelling waterfalls and
lakes, and directions within the town.

Create a definable town center and visitor information
center

Product development; arrange familiarization tours for
neighbouring community visitor information centres,
and tourism operators to give them an idea of Port
Alice‟s

Sustaining and maintaining special events as a key to
raise awareness of Port Alice as a community and to
promote natural and cultural assets
 The community needs to
work together to support all
local businesses through
positive speech and word of
mouth
Tourism in Port Alice: Fit and Future Potential
Page 16
Marketing summary & suggestions

Create web-presence that combines all web sources on Port Alice through links, and is
consistent in design and formatting. (with a link to and from the Mount Waddington Regional
District website)

Development of a definable and consistent image for Port Alice and it‟s products and services

Update pamphlets/brochures

Since various equipment and services are unavailable, provide valid information on recreation
opportunities in and around Port Alice, in order to allow visitors to be prepared upon arrival:
perhaps with their own equipment. Make all information reflect reality.
Assets and tourism products
First impressions
Visitors can be strongly influenced by the first
impressions of a destination. The team recorded
their first impressions of Port Alice which
included:
Positive first impressions:
A safe road and a scenic trip into the community with beautiful “white gray” trees lined along the road.
Nice welcoming feel to the community with great access to the ocean via the sea wall.
It appeared to be a boating paradise.
The homes were well kept and clean.
It was easy to find everything and navigate the community.
The place felt relatively untouched due to its remote location.
The signage was really welcoming, except for the hotel sign which looks weathered.
The streets were quiet
I was intrigued by the sea side walk, sea lions and the lakes on the way in
I heard the sea lion calls first thing in the morning and felt like I was in a unique place
I liked the green, west coast feel of the community
Loved the picture perfect scenery –cormorants, sailboats, with log boom coming into the mill
Great drinking water
I like that I can get close to the water
Country, quaint feel to the town
Tourism in Port Alice: Fit and Future Potential
Page 17
Negative first impressions
I thought it looked a bit like an industry town when I saw the tanks and public works as soon as I entered
the community
The exterior of some houses look weathered
The community didn’t feel vibrant
There was no definable core area of the town that invited me in as a visitor
No signs to amenities-no bustling community center
Some areas of the community looked bland
What are the natural and cultural assets in the Port Alice area?
Port Alice and the surrounding region are rich in natural, cultural, and historic assets that have
the potential to be used for tourism development. To date, the areas rich natural environment
is the best developed and opportunities currently exist to expand upon the historic and cultural
products in the region. Port Alice has a strong competitive advantage due to the amount of
high quality outdoor recreation settings (land and water based) situated in this stunning west
coast wilderness environment.
There are numerous opportunities for freshwater and
saltwater activities as well as the opportunity to have
land based tours. The area has special geological
features and a variety of wildlife that are popular to
visitors (bear, cougar, whales, birds, fish). There is the
potential for Port Alice to share its rich history to visitors
this could include showcasing their natural resource
based industries.
Port Alice and the surrounding
region are rich in natural, cultural,
and historic assets that have the
potential to be used for tourism
development.
Natural Assets
The Regional District of Mount Waddington Coordinated Outdoor Recreation Resource Initiative
includes a comprehensive outdoor recreation inventory list. This report was prepared for the
Regional District of Mount Waddington on July 21st, 2009. The Port Alice Official Community
Plan has a list of Natural and Cultural amenities in the area that can be used in addition to the
Mount Waddington recreation list.
The natural assets of Port Alice are ideal for outdoor recreational enthusiasts, wildlife viewers
and to those seeking solitude. The ocean, lakes, rivers, forests, mountains, and wildlife provide
more than enough opportunity to expand upon summer activities such as boating, fishing,
outback adventures, hiking and mountain bike riding. The wildlife in the Port Alice area provides
Tourism in Port Alice: Fit and Future Potential
Page 18
year round viewing opportunities. The unique rainforest environment and geological features
are also, ideal for film tourism operators seeking remote locations for movie/television
production.
Port Alice currently has the infrastructure needed to attract visitors for summer activities and
winter wildlife viewing, although there is limited access for visitors to partake in all activities. At
the present moment Port Alice is in need of operators that can provide experiences for visitors.
Cultural/Historical Assets
Port Alice has the potential to tap into its existing cultural assets such as the pulp mill, logging,
mining industries, local artisans, and special events/festivals. Similarly, the historical assets such
as the old town sites cemetery, old Spry logging float camp, and Yreka mining site could
provide interesting experiences for heritage tourists. Since its beginning, the village of Port Alice
has been structured around resource based industries which can provide value-added
opportunities to experience a working village or “outdoor
museum” which is not readily available in other mixed
The highlight of the research team
industry communities.
was watching a barge dump its logs
one night, south of the Mill. The
experience was a “one of a kind”
adventure and it provided education
to the visitors about the logging
industry, the mill and its role in
heritage and culture of Port Alice.
The community boosts a variety of talented artisans from
photographers, printmaking, woodcarvers, sewers,
quilters, knitters, water color, acrylic and oil painters, and
jewellery-makers. While, some of the art is displayed in
the local heritage center and gift shop there is great
potential to pool their talents together to create an
artisan cooperative. This would enable space to be freed
up in the heritage center, while dedicating an area
specifically to the local artistic talent. This facility could sell members artwork in one end and
provide visitor services in the other. Another low-cost idea would be for artisans to work
together to create an “artisan circle tour” where visitors could pick up a brochure at the visitor
information center and then visit galleries within the community.
The village‟s existing festivals are a low/no-cost way to promote Port Alice and can be viewed
as an opportunity to expose visitors to the community. It will be necessary for the community
to maintain a strong base of volunteers and work together retain and add community festivals
and events. These have a dual benefit of enhancing community pride and spirit, while exposing
Port Alice to visitors.
Although, the historical buildings of the old town site of Port Alice were burned down, there are
a number of old landmarks available that could be revitalized in a way that visitors learn about
the heritage of the community. These heritage assets are somewhat time sensitive to restore
as well since much of the stories are kept by seniors within the village. (Example sites include:
the cemetery and previously renowned church that was situated within the golf course and the
Yreka Mine and old town site on Comstock Mountain and finally, the remaining pillars of the
Tourism in Port Alice: Fit and Future Potential
Page 19
previous largest floating logger‟s camp). Currently, the potential of these historical sites are not
being fully utilized and/or are market ready for tourists.
Finally, as Port Alice sits on Quatsino First Nation‟s traditional territory, there is non-existent
information into the Kwakwaka‟wakw peoples or partnerships that have been made with the
Quatsino Area village, Coal Harbor etc. Many domestic and international visitors are thirsty for
aboriginal knowledge and tourism experiences. In
partnering with neighbouring villages and the First
Nation bands within the Quatsino area there is potential
Many communities do not have the
for boat tours to these villages to satisfy this niche
richness and diversity of the natural
market.
and cultural amenities mentioned
here. But having an amenity does
What visitor experiences could these assets
not equate to economic
produce?
diversification unless they are
Many communities do not have the richness and
“turned into” places and spaces for
diversity of the natural and cultural amenities mentioned
visitor experiences to occur.
here. But having an amenity does not equate to
economic diversification unless they are “turned into”
places and spaces for visitor experiences to occur. It will require some creative thinking to
identify which experiences Port Alice wants to provide to visitors, and then some investment
into getting them ready for people, and promotion so that they know they exist. The table in
Appendix C provides Port Alice with some ideas on which tourism products could result from
their combination of amenities.
Resident support
To what extent to Port Alice residents support tourism development?
Resident support for tourism is important because they are key players in the planning process.
Without resident support there may be hostility to the tourism development projects that take
place in the community. With it however, the overall visitor experience will be enhanced
because there will be a sense of community cohesion and sense of receptivity to visitors.
Additionally, community members will have a more developed understanding of the issues,
choices, and concerns and contribute to monitoring the impacts of tourism. Resident support
also assists in helping to develop capacity among residents for tourism development. To
increase population sustainability, people have to feel that the community is somewhere they
want to live; they need to feel that they are in a community where their opinion matters and
their thoughts are taken into consideration. Visitors will be able to see and feel resident support
and will view the Village of Port Alice as a desirable community to relocate to and/or visit.
To gain an understanding of resident support, a survey was distributed throughout the Village
of Port Alice which measured resident perspectives on tourism. By conducting this survey, the
perceived benefits and costs associated could be weighed as well as the level of community
support. In addition to the survey, workshop activity measured the hopes, fears/concerns,
things to do/see in Port Alice, and questions they have about tourism to gain a more broad
understanding of how residents view tourism.
Tourism in Port Alice: Fit and Future Potential
Page 20
These findings are displayed in the graphs below:
Resident opinions about pursuing
tourism in Port Alice
9%
I would like to see us
pursue tourism
I am a bit cautious about
pursing tourism
91%
Of those who responded to the survey, 91% indicated that they would like to pursue tourism
and 9% indicated that they were a bit cautious about pursuing tourism. No respondents
indicated that they did not think tourism should be pursued.
Perceived Benefits from Tourism
Resident perceptions of benefits associated
to tourism for Port Alice
It will attract new residents
89%
It would increase property values
86%
It would bring in new revenue for businesses
83%
Tax contributions for the community
80%
Enhanced community and festivals
69%
New recreation facilities
63%
More special events and festivals
63%
It would enhance the quality of life
60%
Other
3%
I do not think tourism would benefit Port Alice
3%
Tourism in Port Alice: Fit and Future Potential
Page 21
When asked to identify their perceived benefits of tourism in Port Alice the top three rated
benefits were, attracting new residents at 89%, increasing property values at 86%, and
bringing in new revenue for business at 83%. Only 3% of respondent indicated that they do not
believe tourism will bring any benefits to Port Alice.
Perceived Costs of Tourism
Resident perceptions of costs associated to tourism
for Port Alice
It would require public investments in infrastructure
and marketing
63%
It will attract new residents
29%
It would require more law enforcement
26%
I do not think there are any costs for Port Alice
20%
The jobs may not for our current workforce
14%
It would result in increased costs of living
11%
It would result in congestion and increased traffic
11%
It would decrease overall quality of life
11%
It would limit access to recreation facilities
Other
9%
3%
When asked to identify their perceived costs of tourism in Port Alice, the top three rated costs
were, requiring public investments and infrastructure and marketing at 63%, attracting new
residents at 29% and requiring more law enforcement at 26%. Only 9% of respondents
indicated that tourism would limit access to recreation.
Tourism in Port Alice: Fit and Future Potential
Page 22
Length of Residency
Of the respondents, 54% indicated that they had lived in Port Alice for more than 10 years,
26% indicated that they had lived in Port Alice between 2 -5 years, 17% indicated that they had
lived in Port Alice for less than 2 years, and only 3% indicated that they had lived in Port Alice
between 5-10 years.
Hopes/ Fears
Port Alice residents‟ hopes and fears surrounding tourism development were derived through
the survey, a workshop activity and face to face conversations with Port Alice residents. The
findings are summarized below, and the detailed findings are available in Appendix B.
Hopes:
Respondents feel that the Port Alice community needs to be open to new ideas, change and
“forward thinking”, as they believe that change will happen inevitably. It is hoped that new
people, particularly entrepreneurs, will enter the community, bringing with them new ideas and
new businesses. Residents mentioned a number of business development ideas including a
high-end resort, recreation businesses, a marina marketplace and partnership formation with
tourism associations and regional business operators. A co-op for local artisans was identified
as a way to encourage and market local arts. Residents hope that tourism information about
Port Alice will become more accessible on a regional, provincial, national and global level.
Port Alice residents would like to attract tourists to their community, but only tourists who will
respect their home. Residents hope to maintain the “small town feel of Port Alice” while
Tourism in Port Alice: Fit and Future Potential
Page 23
enhancing community pride, vibrancy, enthusiasm and involvement. Expansion of community
services including healthcare, chamber of commerce, coast guard auxiliary, and a marina are
hoped to accompany tourism development. A skateboard park, volleyball court, swimming pool
and tennis court are among the infrastructure improvements Port Alice residents hope to see
along with tourism development.
Port Alice residents hope that tourism activity will lead to a healthy community which will attract
new residents, increasing Port Alice‟s population. From a community sustainability standpoint,
it is hoped that the community will be available for future generations and that diverse job
opportunities will be created.
Fears
Port Alice residents expressed fear about inflation of housing prices, commercialization and
crowding accompanying tourism development. Residents also expressed a fear of change in
terms of “city people” inflicting their values on the community, suddenly having visitors in areas
that residents identify as “theirs” and potential impacts on wildlife. There is also a fear that a
lack of change could result in continued dependency the mill, population decline and housing
deterioration, and could potentially lead to Port Alice becoming a transient town, fatalities on
the Port Alice Highway due to poor visibility and a lack of land access for tourists and residents.
Note: The survey and ideas expressed in the workshops should not be viewed as
representative of all Port Alice residents as they were obtained from people who chose to
attend the workshops and could under represent people who were working, away (seasonal
residents) or busy. The team met with numerous additional individuals outside of the workshop
and have incorporated their perspectives as well.
Infrastructure
What is the status of the required infrastructure for tourism?
Based on site visits and discussions with residents, there are some investments required in
infrastructure to support tourism development.
1. Access to the water. While Port Alice has a competitive advantage in that it is on the
ocean and near lakes and rivers – which could create a variety of visitor experiences –
access is currently limited. The completion of the marina would improve access to the
ocean opportunities including motorized and non motorized boating. The marina will
require a unique business mix to provide the supplies, equipment and services that are
needed for activities and efforts should be made to factor them all into the mix. This
may mean that there are some loss leaders in the marina which provide essential visitor
services (information, arts/heritage) while additional commercial ventures bring in
revenue to support marina operations. The team left a comprehensive list of case
Tourism in Port Alice: Fit and Future Potential
Page 24
studies and best practices in marina development and operations for the Director of
Operations.
2. Signage to outdoor recreation venues. As others have identified, there is a need for
enhanced and consistent signage to the outdoor recreation settings near Port Alice. If
these are the most readily available attractions for visitors and the core of the tourism
development strategy, they must be made more accessible through investments in
signage. Currently, limited signs (based on primary use for logging) are available to
direct people to campsites and sites of unique interest. Collaboration with the regional
district is suggested here to ensure visitors to the region receive consistent information
and directions to navigate safely within the area.
Moving forward
Overall assessment of tourism potential
Port Alice has strong potential for tourism development. Even at a time when many communities
are incorporating tourism into their planning, Port Alice has a few competitive advantages that
others do not (i.e. access to fresh/salt water, protected inlet, unique wildlife viewing
opportunities, unique natural features such as vanishing rivers). Tourism development does not
just happen, and if it does, it is usually not long until numerous negative impacts emerge. If Port
Alice pursues tourism, as residents are suggesting, it is vital that a tourism strategy is developed
soon and that a vision is developed for how tourism should interface with the community.
Investments should be made when “times are good” as tourism takes some time to get going
and become an integrated part of the economy – waiting until other industries fail would leave
the community in a vulnerable position. The time is also right since other North Island
communities are moving forward with tourism initiatives (such as North Island collaborative
tourism marketing) which will bring more visitors to the region. If Port Alice does not enhance
the image or experience of current visitors who happen to make the trek into the Village, they
may risk having perception problems at a later date.
Recommended process
To move forward, this section will outline a basic process that would lay the foundation for
future tourism development. It will also pose some alternatives for Port Alice to discuss in terms
of the level of engagement they want with tourism.
1. Vision – to build on the momentum of the discussions currently taking place in Port
Alice about tourism, it is suggested that a visioning process around tourism and how it
will interface with the community be undertaken. What does the community want
tourism to look like in 5 years? In 10 years? And in the longer term? What types of
visitors will be coming? Where will they be going? What will they be doing? And how
will residents of Port Alice be benefiting from visitation? Painting this picture up front
will identify the outcomes that are desired in the community and allow planning to
happen to bring those about.
Tourism in Port Alice: Fit and Future Potential
Page 25
2. Commitment – Tourism is a long term planning process so it should be embedded into
the official community plan and some form of “group” needs to emerge to develop a
strategy that brings about the vision identified in step one. Some of the ideas generated
in this report could become a part of that strategy and the group should focus on a
balance of short term, easy initiatives to give them confidence – but also set their sites
on some longer term goals. Many communities set themselves up for failure by focusing
on one big long term and expensive project which, if unrealized, can take dis-empower
people from further engagement.
3. Foundation – Port Alice should identify early on, based on the visioning process, what
tracts of land and water need to be designated for tourism use. Ensuring this is part of
the OCP process and that zoning and approvals are based on a longer term vision (and
linked to economic development) will save time later and reduce community tension
about land use. Additional foundation pieces include thinking about what sort of
position is needed at the Village or District level to support tourism development. Some
communities secure a position for tourism development and others incorporate it into
economic development. Funds for these positions can be obtained through outside
sources and should not solely focus on marketing but on product development, which is
where Port Alice needs the focus right now.
How deep into tourism should Port Alice wade?
Option 1:
 Toes in – focus on enhancing the experiences visitors are currently having which would
require limited investments but would also generate limited economic impact.
Option 2:
 Knee deep – incorporate tourism as a more significant economic agent by investing in
infrastructure that attracts new markets to the community, attracting new investment
opportunities. Requires investment but brings about greater economic impact.
Option 3:
 Waist deep – embed tourism as a key economic driver where Port Alice becomes a
resort community. Requires attraction of larger outside investors to create
accommodation and attractions and investments in marketing.
Previously, Port Alice was given a grade on current tourism development using the ingredients
for success. In the following table, ingredients are used to identify short and long term projects
for Port Alice which may be incorporated into the tourism strategy.
Ingredient for success
Respect and support
for tourism
Planning
Short term tasks
Continue dialogue about tourism in
the community by hosting education
workshops, learning from other
communities.
Do a visioning exercise to determine
how to integrate tourism into official
community planning.
Tourism in Port Alice: Fit and Future Potential
Longer term projects
Monitor resident support for tourism
throughout the process (annual
check in such as town hall, survey)
Develop a tourism strategy which
identifies goals for product
development, marketing, visitation,
Page 26
Undertake a short term action plan
that identifies quick, no cost or low
cost ways to move forward.
Develop a new “lure brochure” for
Port Alice that puts out an image of
the unique natural and cultural
amenities that will attract desired
visitors.
Identify the markets that fit the
amenity mix in Port Alice.
Organize special events to bring
people into the community to raise
awareness.
Pursue current markets such as
mountain bikers and other outdoor
recreation users to seek their input on
what Port Alice can do to
accommodate their needs.
Revise the current Village website with
content for visitors (consistent with
the brochure).
Take control of the image being
presented of Port Alice by getting
linked in on key websites (regional,
provincial).
infrastructure.
Collaboration and
partnerships
Work with neighbour communities to
let them know your goals around
tourism and to assist getting Port Alice
on visitor “maps”.
Unique experiences
Keep what is unique about Port Alice
in site at all times to differentiate the
visitor experiences that can only be
had there (cougars, unique land
features like vanishing/disappearing
rivers, west coast working community
etc).
Get unique experiences ready for
visitation so they act as “must see or
do” opportunities.
Dispel the perception that Port Alice is
too remote by comparing with the
access to other west coast
communities (i.e. from Nanaimo it is
3.5 hours on a very bad road to
Tofino, 4 hours to Gold River or 4.5
hours on excellent roads to Port Alice)
Ensure that Port Alice is located on
Work with regional tourism marketing
initiatives and adjacent communities
to link on projects (special events,
driving tours, back country facilities,
marketing)
Use the unique experiences as the
consistent backdrop for tourism in
marketing, and then add to that a
broader mix of visitor experiences
that may be available in other Island
communities.
Come up with additional unique
experiences by linking with adjacent
communities for special events, circle
routes, coastal routes, etc.
Work on securing the marina to
enable access to the ocean to link
land and water amenities for boaters
and land based visitors.
Enhance access to key natural
attractions through improved
signage, adding information on visitor
information, constructing and
Awareness among
markets
Web presence
Work with regional tourism marketing
initiatives to obtain support and
advice on how to reach desired
visitors.
Invest, as appropriate, in marketing
initiatives to reach desired visitor
markets.
Seek free publicity by hosting
organizations that can help spread
the word about what is in Port Alice
(i.e. mountain bike organizations,
magazines, kayak, wildlife
photography, etc).
See the suggestions in the marketing
section of this report.
Easy access
Tourism in Port Alice: Fit and Future Potential
Page 27
regional tourism maps and signage
(first mention of Port Alice on the
Island HWY is 82 km from the
community)
Viable business sector
People to work
Strong leadership
Strong first
impressions
Ensure that local businesses are
invited to the table for tourism and
that their realities are understood by
any tourism coordination group.
Ensure that local businesses are
promoted by community residents
(word of mouth).
Encourage all accommodations to get
approved status by Tourism BC to
ensure that Port Alice appears in the
BC Accommodations guide. Currently,
there are NO accommodations listed
in the guide which could send the
message that there is no place to
stay. Overnight stays account for
approximately 60% of all visitor
expenditures so visitors who stay in
adjacent communities will spend their
money there as well.
Identify gaps for the supplies and
equipment that may be needed to
serve the needs of the markets that
are chosen by the community.
Encourage volunteers to participate in
initiatives such as special events,
heritage center.
Identify local champions to move
tourism forward in the community.
Develop some form of group structure
(i.e. Advisory group) to continue
moving ideas forward and develop the
strategy.
Ensure business, residents and
government stakeholders are all
around the table.
Keep visual amenities front and center
when incorporating new built
structures.
Tourism in Port Alice: Fit and Future Potential
distributing maps.
Work with regional partners to
ensure roads are maintained and safe
for visitors. Add GPS coordinates to
back country signage and maps
perhaps to assist in navigation.
Identify businesses that are desired
for the commercial mix in the
community (we identified
accommodation providers, food and
beverage, adventure tourism (kayak,
land tours, wildlife viewing, charter
boats), retail outlets.
Identify what mechanisms can be put
in place to attract local businesses to
the community (taxes, zoning,
affordable housing, cooperatives).
Actively solicit new entrepreneurs to
relocate to Port Alice and support
their ventures.
Ensure that outside investors seek
locals for employment postings
and/or provide local housing to
ensure that population loss is curbed.
Consider applying for funding to
support the development of a
strategy and to develop skills in
tourism among identified champions
(see funding resources in appendix)
Consider encouraging a consistent
theme for new built structures that
link with the heritage of the
community.
Make pull outs and visitor services
appear readily to visitors.
Page 28
Balanced interests
Visitor information and
services
Attention to visitor
experience
Keep the social, economic and
environmental impacts in mind as the
tourism strategy is developed.
Keep the visitor information center in
an easily accessible, stable facility
such as the current location.
Add better signage to the exterior to
stand out better from the road.
Consider expanding the visitor center
and heritage resources to occupy the
entire front of the current location and
within, separate the areas of visitor
information, heritage (museum) and
retail more clearly.
Incorporate local wood products into
community facilities to showcase the
heritage.
Ensure information is available to
visitors when the information center is
not open – add external signage,
brochures that are available (with
maps) after hours etc.
Continue to hire visitor information
workers but add a component to the
job description to work on some of
the improvements to marketing
materials and displays, interpretive
brochures, web updates etc.
Develop a couple of “package ideas”
for visitors who are in Port Alice for a
day, two days or a week – tell them
what they need to do while in the
community (i.e. wait for the tide to
leave to go out to Walk out island
where you could have a wooden
Tourism in Port Alice: Fit and Future Potential
Develop new exhibits to showcase
the unique features in the area such
as: 1) cougars (new display on
cougars, their habitat, awareness of
human/cougar interaction, historical
incidents). Note – important to do
this to balance people‟s fear of
exploring the outdoors with their
safety. 2) The mill (new display that
showcases the place of the mill in
Port Alice‟s history is needed – and a
display done by Neucel on the
products that are made in the current
facility would be beneficial).
Incorporate a commission structure
for the arts and crafts/retail at the
heritage center and designate where
the funding should go towards (i.e.
Heritage center improvements or
operations). A floating structure that
allows options such as: a) 30%
commission, b) 15% commission plus
8 hours of volunteer time a month, c)
0 commission for 16 hours of
volunteer time a month is common
elsewhere. The amounts and hours
can be adjusted to suit Port Alice‟s
circumstances.
Peak people‟s attention about Port
Alice by naming the road out to the
community, and making the journey
out to the West coast a “must do”
journey (unique signs, pull outs,
quirky photo opportunities (boots,
cougar structures etc).
Focus on building up the business
sector to provide for options for
visitors (lunch, retail, learning).
Get testimonials from visitors or start
a Blog for Port Alice to allow key
markets to comment (i.e. mountain
bikers, photography visitors).
Page 29
Appropriate
infrastructure
investments
structure such as a sea lion or cougar,
or ? that people want to go and see
and take a photo with. This keeps
them in the community for a few extra
hours to have a coffee or lunch and
learn about the area.
Continue to work on funding formula
for the marina as a central component
of infrastructure to create access to
land and water.
Retail opportunities
Enhance arts and crafts retail
opportunities that are currently
available (see visitor info in this table).
Continue to use local products as
much as possible in retail items and
encourage value added items for sale
to visitors.
Consistent funding
Seek funding to support special events
in the community, to undertake
improvements to the heritage facilities
and to hire tourism development
work.
Skills and expertise
Continue to build understanding of
tourism among the community by
engaging, hosting workshops.
Identify champions within the region
with expertise to offer on tourism
strategy development, marketing etc.
and use them throughout the process.
Tourism in Port Alice: Fit and Future Potential
Enhance navigation and visitor
service signage in the community and
to the natural amenities that are
being promoted (and artisans).
Determine type of accommodations
and location for visitor infrastructure
in land use planning discussions
(based on visioning process).
Invest in outdoor recreation
infrastructure to support current
visitors needs (mountain bike areas
etc)
Add retail opportunities to the marina
in the business mix to get people
down to the marina (from land) and
off the boat onto land for water
visitors.
Add supplies and equipment retailers
for outdoor recreation opportunities
(gas, maps, repairs, food and
beverages)
Depending on level of engagement
with tourism – determine investments
for infrastructure and marketing and
ensure negotiations with outside
investors bring money back into the
community for taxes and for the
development/operations of new
tourism infrastructure (trails,
signage)
Page 30
Resources to move forward
Funding sources
1) Community Futures British Columbia
http://www.communityfutures.ca/provincial/bc/programs/economicdevelopment/community-economic-adjustment-initiatives.php
Community Futures is an organization that has played a strong role assisting communities with
economic adjustments to rural communities. This is a resource Port Alice can use that to
diversify the community away from being a one resource town. This organization provides
money for project funding that will aid the community in community capacity building, new
manufacturing opportunities, technology, film and sport, tourism, and local economic
infrastructure developments.
Port Alice can use this resource to acquire funding for projects identified within the tourism
strategy or to coordinate the start up of some new business ventures.
2) The Union of British Columbia Municipalities-Community Tourism
http://www.civicnet.bc.ca/EN/main/funding/tourism-marketing/community-tourism.html
The Union of British Columbia Municipalities created a Community Tourism Program in 2005.
This program is funded by the Province of British Columbia and is intended to assist local
governments in increasing tourism and building a stronger community. Applications for this
finding are presently being collected. Allocation-based grants will distributed to communities to
support their local economy and community activities.
Port Alice can utilize this resource to acquire funding to improve the current marketing, improve
infrastructure, and improve the local economy.
3) Tourism British Columbia: Community Tourism Opportunities
http://www.tourismbc.com/IndustryPrograms/BuildingAndGrowingYourBusiness/Community
_Tourism_Programs.aspx
Tourism BC works with the six Regional Destination Marketing Organizations within the province
to aid communities with tourism development in their communities and create a program to aid
them with this process. The Community Tourism Foundations program was created to
accomplish this. This program has the ability to assist Port Alice with destination planning in
regards to marketing, and seeking co-op marketing support for communities that have goals
and strategies outlined to move ahead and advance tourism.
While funding support may not be available in 2010, if it is Port Alice can take advantage of a
couple programs facilitated by the Community Tourism Foundations program. These are:
Tourism in Port Alice: Fit and Future Potential
Page 31
 Community Tourism Foundations
“The Community Tourism Foundations program assists communities in developing a comprehensive
multi-year tourism plan.”
 Community Tourism Opportunities
“Community Tourism Opportunities (CTO) is a province-wide program that provides cooperative funding
for eligible tourism activities in communities throughout BC.”

Sport Tourism
“Tourism British Columbia works in partnership with 2010 Legacies Now on various sport tourism
programs and initiatives aimed at helping communities leverage the benefits of this rapidly emerging
sector.”
4) Canadian Rural Partnership
The Community Development Program, Building Rural and Northern Partnerships is a program
which offers funding to assist rural and northern regions to get information, and access/develop
the expertise, tools and processes they need to:


Respond to rural/northern challenges and opportunities; and
Become more competitive by collaborating regionally, building on their local assets and
developing unused potential.
The objective of the program is to support stakeholders in the development of collaborative
activities which engage communities and develop and transfer knowledge to address one or
more of the rural/northern priorities.
The Canadian Rural Partnership could be used a source of funding for regional product
development or developing knowledge about tourism development in rural areas.
http://www.rural.gc.ca/RURAL/display-afficher.do?id=1242239600032&lang=eng
5) Western Economic Diversification
Western Economic Diversification Canada (WD) offers numerous funding and assistance
programs through the Western Diversification Program, including:



Funding for Business: WD works in partnership with financial institutions and not-forprofit organizations to improve access to funding for small businesses.
Funding for Not-for-Profits: WD provides assistance to research organizations applying
for Canada Foundation for Innovation grants, and support for conferences organized by
non-profit organizations.
Funding for Infrastructure: WD works with provincial and municipal governments, as
well as other federal departments, to deliver a wide variety of programs that benefit the
West.
http://www.wd.gc.ca/eng/244.asp
Tourism in Port Alice: Fit and Future Potential
Page 32
The following programs are available off the Heritage Links website at:
http://www.heritagecanada.org/eng/links/fund.html#prov
Vancouver Foundation
The Vancouver Foundation is Canada‟s largest community foundation, constantly working to
improve the lives of people living in British Columbia. The Foundation supports innovative
projects under the scope of 3 different programs: Community Impact Grants, Special Grants,
and Partnership Grants.
Community Foundations of Canada and Benjamin Moore: Community Restoration Program
This initiative offers cash grants (up to $4,000) and paint (up to $750 retail value) to support
registered charities with heritage restoration projects in Canada.
Cultural Spaces Canada
Not-for-profit arts and heritage organizations and some governments and agencies can apply
for funding for the improvement of physical spaces for artistic creativity, presentation and
exhibition, including the renovation and expansion of arts and heritage facilities.
Infrastructure Canada Program (ICP)
ICP invests primarily in green municipal projects, but also considers cultural and recreational
projects.
Municipal Rural Infrastructure Fund (MRIF)
MRIF helps fund small scale municipal infrastructure projects, contributing an average of one
third of total project costs.
Canadian Museums Association Bursary Program
Funding is available for individual professional development through events related to museum
studies. Individuals must apply for a bursary before the event and are eligible for a maximum of
five bursaries or $5,000.
Museums Assistance Program (MAP)
Incorporated, not-for-profit museums, heritage services organizations, and Aboriginal governing
bodies/ organizations supporting Aboriginal heritage can apply for project funding related to
Access to Heritage, Exhibition Circulation Fund, Aboriginal Heritage, Organizational
Development, and the Canada France Agreement.
Tourism in Port Alice: Fit and Future Potential
Page 33
Appendix A:
Things to do and see in Port Alice
Suggestions from residents during the workshop and in individual meetings
Recreation
Water Sports: Canoeing, Kayaking, Sailing and Power Boating.
Fishing Charters (salt water & fresh water)
Sea Otter Tours
West Coast Exploring
Hiking
Golf
Caving
Camping
Bike Trails
Back Road Tours
Water Eco-tours
Geo-Caching
Swim with salmon spawning
Industrial Tourism
Mill History
Old Mines: Island Copper, Benson and Yreka
Fish Farm Tours
Logging Roads
Logging Operations
Wildlife Opportunities
Jellyfish
Whales
Sea Lions
Seals
Starfish
Jellyfish
Otters
Eagles
Bears
Deer
Ferrets
Cougar Sighting
Eagles
Trumpeter Swans
Merganzers
Mallards
Tourism in Port Alice: Fit and Future Potential
Page 34
Wildlife
Natural Assets
Eternal Fountain
Devil‟s Bath
Disappearing River
Reappearing River
Link River
Access to Winter Harbor and Quatsino
Gooding Cove
Merry Widow Mountain
Waterfalls
Falls before Old Crystal waters fish farm
Marble River
Marina Roads
Tall Trees
Mountains
Natural vegetation potential for botanical gardens
Inlet
Lakes & Rivers
Wild West Coast
Panorama View – PA 10, J Main
Environment – Relaxing
Painter‟s paradise
Gateway to the West Coast – Side Bay (Sand)
Access to Brooks Peninsula
Events
Rumble Fest Course & Event (annual race)
Loggers Breakfast
Local Artisans
Woodworkers
Photographers
Knitters
Painters
History
Old town sight, Church and Graveyard
Tourism in Port Alice: Fit and Future Potential
Page 35
Appendix B:
Hopes and Fears/Concerns Identified by Port Alice Residents in Workshop
Hopes






New ideas
o Need to bring new ideas
o Need to be open to new ideas
o Be open to change
o We need “forward” thinking
o Change is going to happen and will continue to happen
Leadership
o To bring new people
o To bring new business
Community attractiveness
o Keep small town atmosphere
o Hotel fixed up and marketed
o More vibrant community
o More community pride
 More enthusiasm
 More community involvement
Attract tourists
o Who will respect our home
Population
o Increased population
o New residents
o Attract new people to the community
New small businesses created
o High-end Resort
 Nothing like that on the North Island
 Possibly Juene Landing
o Recreation
 Canoe/kayak rentals
 Canoe/kayak tours (routes)
 Swimming pool
 Tennis court
 More amenities
o Sales
o Expansion of small businesses
o Marina Marketplace
Tourism in Port Alice: Fit and Future Potential
Page 36







o Partnerships
o TAVI and other tourism associations
Sustainability
o Retention of young (next) generation in the community
o For the community
o Food sustainability
o Diversification
o Leave a healthy environment for our children
o More global view of region
o Creating jobs for residents
o Increased economic opportunities
 New development
Improved infrastructure
o Improved Highway
o Skateboard park
o Volleyball court
o Sandpit
o Tennis court
Expansion in Services
o Healthcare
o Chamber of Commerce
o Search and rescue
o Enhanced Coast Guard Auxiliary
o More planned community events and activities
o Trail walks
 Supervised
o Marina
Encourage local art
o Co-op for artisans
o Push artisans and local talent
Market the community
o Brochure rack
o Information that is easily available
o Informing people of attractions
o Better known around the province/country/world
o Start to pursue eco and adventure tourism
Access to Brooks Peninsula
Develop a walking tour
Fears/Concerns
Inflation
 Price gouging
 Housing
o For residents
o For new residents
Tourism in Port Alice: Fit and Future Potential
Page 37
Implication of No Change
 Becoming a transient community if things don‟t change
 Continued dependency on the mill
o History of wanting tourism when the mill is down or not doing well
o That the mill might shut down
 The highway
o Somebody will get killed on the road access from Hwy 19
o no visibility
o fix the road sides across the Island
 resistance
o “fear of all the unfound fears that have previously been promoted in the
community”
 Land access for tourists
 Accommodations for tourists
 fear properties will continue to deteriorate and there will be more vacant houses
o the become a risk
Crowding
 Too big of a footprint
 Losing the “wilderness” aspect of our area
Change
 “Big City” people often try to change small town venues
 Shooting our wildlife as we encroach on their lives
 Local‟s wage expectations may be high for small businesses or difficult to attract work
for them
 The “it‟s our place” mentality
o Willingness to inject $‟s into tourism
Commercialization
 Becoming to commercialized
Tourism in Port Alice: Fit and Future Potential
Page 38
Appendix C.
Table of Natural and Cultural Amenities in Port Alice
Assets
Description
Lakes
Victoria Lake
Kathleen Lake
O'Connell Lake
Alice Lake
LeMare Lake
Rivers
Disappearing River
Reappearing River
Link River
Marble River
Ocean
Access to Winter Harbor
and Quatsino
Access to Brooks
Peninsula
Inlet
Potential Visitor Experience
Boating, Fishing & Wildlife Viewing, Swimming,
Camping
Geological Interpretative Tours
River Kayaking
Fish Hatchery Interpretive Tours
Boating, Fishing, Wildlife Viewing
Waterskiing, Wakeboarding
Gooding Cove
Side Bay
Kayaking, Canoeing, Sailing, Power boating
(Commercial Tour Operators)
Diving
Caves
Eternal Fountain
Devil‟s Bath
Geological Interpretative Tours
Caving, Geological Natural Interpretation Tours
Waterfalls
Bear Falls
Swimming
Waterfront
Lions Park
Painting, Photography Workshops/Live Art Tours
Wilderness
Surrounding Area - Port
Alice
Wildlife
Trails
Sea Lions, Bears, Otters,
Deer, Elk
Cougars, Marine Life,
Eagles, Birds, Fish
Alice Lake Loop
Recreation Area
Tourism in Port Alice: Fit and Future Potential
Geological Interpretive Tours, Zip Lining
High Ropes Course, Sightseeing
Wildlife Viewing Tours, Photography
Bird Watching, Sport Fishing
Camping, Boating, Wildlife Viewing, Swimming
Page 39
Islands
Walk Out Island
Mountains
Merry Widow Mountain
Natural
vegetation
Back road Tours, ATV Tours, Mountain Bike Riding
Geocaching
Hiking at low tide
Hiking, Snowshoeing, Rock Climbing
Cross Country Skiing, Float Plane Tours
Greens
Port Alice Golf Club
Botany Tours, First Nation's plant usage
interpretation tours
Potential Botanical Garden
Golf
Marina Roads
Port Alice & Surrounding
Area
Scenic Tours - History and Wildlife
Archaeology
Port Alice & Surrounding
Area
Interpretive Tours
Tourism in Port Alice: Fit and Future Potential
Page 40
Cultural
Assets
Heritage
Mill History, Town
History (Old Town site)
Old Mines: Island
Copper, Benson
Yreka Scandinavian
Community
Logging
Spry Floating
Community
War History
Fish Farm (Aqua
Culture)
Church & Graveyard
Events
Artists
Rumblefest
Interpretive Tours, Mill Tours, Inspiration for
Artisans
and Writers, Themes for Special Events, Heritage
Center or Museum, Barge Viewing
Interpretive Signage, Offroading Adventures
Logging Operations: Historical & Modern Logging
Tours
Historical Tours
Historical Tours
Historical, Natural Fish Hatchery, First Nations
Interpretive Tours
Historical Tours
Logger Days
Canada Day
Fun Time Tournament
Labour Day Tournament
Adult & Kid Bike Race, Salmon BBQ, Concession
Beer Garden, Logger activities, Greased Pole, Kids
Races & Adult Dance
Hotdogs, Pop, Bike Decorating
Baseball Games, Beer Garden, Concession
Baseball Games, Beer Garden, Concession
Woodworkers
Photographers
Knitters
Crafters
Artists
Artisan Tours, Local Souvenirs for Heritage Centre,
Photography Tours, Art Workshops.
Artisan Workshops, Home & Art Center Tours
Craft Workshops
Artisan Tours, Local Souvenirs for Heritage Centre,
Tourism in Port Alice: Fit and Future Potential
Page 41
Appendix D. Visitor service amenities in Port Alice
Name
Capacity
Quatsino Chalet
75 Bedroom Apartment (Fully Furnished)
24 Bedrooms Hotel
P.A.M. B&B
Seasonal
Inlet Haven B&B
2 Bedrooms
Westgate B&B
2 Bedrooms
Oceanside B&B
Seasonal (June – October)
Sandy Pines Guest Home
New (Fully Furnished Condo)
Copper Coast Resort
Potential Vacation Homes
Forest Grove Apartments
9 (2 Bedroom) Units Fully Furnished
Village of Port Alice Campground
Port Alice RV Park Campground
22 Spots – Full Service
Amenities in Port Alice
Grocery Store
Convenience Store
RV Park with Showers & Laundry
Hardware Store
Liquor Store
Thrift Shop
Medical Centre
Library with Public Internet Access
24 Hour card-lock gas station
Restaurants
Accommodations
Tourism in Port Alice: Fit and Future Potential
Page 42
Recreational Amenities in Port Alice
Fitness room and gymnasium
Ice Arena
Seawalk, trails and beaches
Rumble Mountain Bike Trail
Boat launch and a private yacht club
9-hole Golf Courses
Alice Loop Recreation Area Campsites & Trails
Name
Offers
Campsites
Link River Regional Park
Marble River Campground
Pinch Creek Recreation Site
Spruce Bay Recreation Site
Maynard Lake
3 Isle Lake
Lac Truite Recreational Site
Eternal Fountain
Devils Bath
Vanishing River
Reappearing River
Merry Widow Mountain
Camping
Camping
Camping
Camping
22
30
5
?
Trail
Trail
Trail
Trail
Trail
Trail
Tourism in Port Alice: Fit and Future Potential
Page 43
Appendix E.
Port Alice’s Local Artisans
Artist and/ or Studio Name
Aryfer Studio-Frank Walter
Deb‟s Crafts-Deb Egan
Diane Inglis
Gerald Betts
Golden Touch Studio-Shirley &
Larry Scott
Grace Olsen
Janet Hardwick
Lisa Inglis
Michelle Roberts
The Inglis boys
Roper Photography-Mark & Tracy
Roper
Skill/Specialty
Oil painter: Portraits & Landscapes & offers lessons
Knitting, crocheted & sewn goods
Quilt-Maker
Woodwork & turning
Woodworking & Tile Imaging Studio-Personalizing items
Water Color paintings (prints & cards)
Sewing (handbags & wallets)
Sewn/knitted hand puppets
Jewelry maker
Woodwork & turning
Wildlife/scenic photographs, retouching/repair of black &
white color photos, greeting & note cards
Tourism in Port Alice: Fit and Future Potential
Page 44
Appendix F: Events & Festivals
Annual & Past Events
31st Hockey Tournament
(4 days)
Winter Carnival
Canada Day celebrations
(July 1st)
Rumble Fest (Summer
Mountain Biking Festival)
Activities
Hockey games & Beer Garden
Labour Day Celebrations
(September)
Loggers Sports Day
July
Informal Gulfing &
Curling Tournaments
Visual Arts Cultural Crawl
(July 29- Aug 1st 2005)
Halloween Howl
Craft Fair
Annual Christmas Tree
Light Up
Ladies Dessert Night
Children‟s Christmas
Party & Visit with Santa
Community Christmas
Dinner
Free hotdogs & pop, Bike Decorating, Block
dance party
Greased Pole, Kids Races, Adult Dance & Beer
Garden
3rd weekend in February
Baseball Games, Concession & Beer Garden
Adult & kids Bike Race, Salmon BBQ and
Concession
Closest weekend to October 31st
Usually the 3rd weekend in November
1st Sunday in December
1st Monday in December
2nd Weekend in December
2nd Weekend in December
Tourism in Port Alice: Fit and Future Potential
Page 45
Appendix G:
Quotes from Port Alice dialogue
Cultural Assets
“We have a lot of space dedicated to crafts”.
“It would be great to encourage tours from the cultural center, along the seafront to the
mill with a historical set-up at the gulf course by the cemetery with interpretative
signage accompanied with jars which hold different samples showing how the mill‟s pulp
is processed.”
“It is a safe town”
Natural Assets
“There will always be swimming holes and hidden spots for the local people-I think with
tourism there is an understanding that certain areas will be dedicated specifically for
visitors.”
“I think the marina development and an increase in tourism would be great-also,
whatever would bring people for more land-based tours.”
“We should have an art gallery of local scenery, then have interpretive walks to show
case the areas.”
“I believe tourism will bring chartered fishing boats, but I think land-based interpretative
tours would be good”.
“The diversity of wildlife we have in Port Alice is unreal, just astonishing”
“It is painfully obvious what is here” (In terms of the scenery that surrounds the
community)
Fable – Irish Captain in 1920 was out in foggy conditions and said “ran into an Island
the freaking islands got right in my way”
Marketing Potential
“We need workshops to develop and walk people through the tourism process such as
marketing and small businesses resources.”
“There needs to be quality products, something for every visitor, preparation,
professionalism, and finesse in the presentation of these products.”
“A Hidden Gem”
“We need to promote what we have”
“Gateway to the wild West Coast”
"We have to get the word out that this place is here"
"99% of people believe the island ends at Campbell River but they are missing the best
part"
"We need the Ogopogo here to draw people in"
"We have everything Tofino has"
Tourism in Port Alice: Fit and Future Potential
Page 46
Resident Perspectives
The Community’s Population
“The family dynamics in the community have changed. I would like to see a rebirthing of
the town with more families like it used to be. Economically it would make sense if
people stayed and there would be a future for Port Alice.”
“It is a safe place for kids and a great place to raise them. Everyone looks out for each
other.”
“The 12 hour shifts at the mill made it easier for people to live out, it‟s a drawback, and
the money is leaking from the community.”
“The only way the population is going to grow is if they have the return of 8 hour work
shifts at the mill. Also, bussing kids to schools has made the population decline too.”
“I want to see an increase in the community‟s population-we get a lot of transient
people.”
“30% of the Mill workers live somewhere else”
“Before I moved here I had no idea what Port Alice was about or how beautiful it was
going to be”
“I would like to see our family based population increase again, but we need something
to bring them here.”
“Most are here for the scenery and a place to relax”
"Tourism is not a matter of 'if' but 'when'"
"[Hanging out with our guests] is our profit"
Volunteerism & Tourism
“I believe the town is ready for tourism and a lot of people against tourism moved out
the last time the mill shut down.”
“We have to bring in that marina and we need a swimming pool, sportsplex and bowling
alley”
“Western Forest Products used to be a really giving company and now they want
nothing to do with Port Alice.”
“There are only a handful of community members that volunteer.”
“I think we should have a dozen entrepreneurs building trails part of the time and the
remainder of the time they can be mentored by the older business owners in the
community-I know skilled people who would be willing to donate a few hours here and
there to make tourism work.”
“If tourism was organized properly-I would dedicate some time for this cause.”
“Unfortunately, only a handful of volunteers are helping out and the ones that are, are
getting burnt out”
“Young people need to step up to the plate”
“Tourism comes forward every five to ten years and people get their hearts broken”
“No one wants to help out and everyone wants to lead”
Tourism in Port Alice: Fit and Future Potential
Page 47
Community resiliency
“My biggest fear is that this process has been a waste of everyone‟s time here and
nothing is going to change.”
“We need to create longevity and self-sufficiency.”
“The Mill used to be very unstable”
“Those who were dead set against tourism were the first to leave the first time the mill
shut down”
“The mill has gone boom to bust a half dozen times”
“Everything depends on the mill”
“The community will grow too big, too fast. We don‟t want to end up like Tofino”
"The mill and logging run this town"
"If [tourism] is developed properly it could be a good thing"
"With a marina [in Port Alice] you would see 3 more businesses here right away"
"[competition] is good"
"What kind of business would you bring here? No one lives here"
Projects needed and realities faced
“None of our lakes have proper signs”
“Kayaking will be big; we just need someone to do it”
“There‟s really nothing for the women to do here”
“Road is a drawback for people”
“Quite a few people feel that Campbell River is the end of the Island”
"[Port Alice needs structured business] big time"
"[BC Ferries] price [increases] killed tourism on this end of the island"
"[the marina] would be a really big help"
"The town can't afford tourism"
"If I lived here full time, I would fly to Vancouver every 2 months to go shopping"
Tourism in Port Alice: Fit and Future Potential
Page 48