Crafting Authentic Tourism Experiences in Alberta

Tourism has always been about sharing stories and creating unforgettable experiences. My journey in this industry began at the Wick in Tofino (or the Wickaninnish Inn), where design and storytelling combined to celebrate the essence of the Pacific Northwest. At this remarkable hotel, the narrative of the region came alive. The architecture gracefully merged with the rugged, rocky coastline, and as you stepped through massive hand-carved cedar doors, you were embraced by a warm, natural ambiance. The rich cedar beams and harmonious green tones brought the surrounding forest into every room.

A memorable detail from that experience was the bright yellow rain suits placed in every guest room. These colorful ensembles invited visitors to explore the wild beaches in adventurous weather. Travelers from around the world arrived for the chance to experience the excitement of standing in sideways rain, getting completely soaked, and cherishing every moment—an experience as invigorating as stepping inside a refreshing carwash.

Transitioning from the coastal vibe to the majestic Rockies, I arrived in Alberta for the summer, drawn by the expansive blue skies, towering peaks, and high alpine meadows. Over time, I discovered a deep appreciation for winter. I envisioned the perfect winter moment: a family gathered outside on a dark, midwinter evening, cozied around a roaring fire. Bundled in layers reminiscent of the Michelin Man, they enjoyed the magic of minus 20 or minus 30-degree temperatures. In this enchanting setting, frosted eyelashes, icicles on beards, and even the delicate formation of ice from every breath contributed to an atmosphere of wonder. Sipping hot chocolate while sharing laughter and warm conversations created lasting memories that resonated with the true spirit of hospitality.

At Baker Creek near Lake Louise, these insights became the foundation for our approach to guest experiences. I embraced every opportunity to connect with guests, listening to the stories they shared about their visits, and learning what enriched their stays. This ongoing dialogue inspired us to shape every design decision with purpose. I recall a heartfelt moment at the front desk when a father expressed that his family had enjoyed their first truly connected conversation during checkout. Their experience had blossomed into a cherished memory through thoughtful interaction and genuine connection.

Inspired by such moments, we partnered with Frank Design to create spaces that nurtured togetherness. Our design enhancements include knee-high tables for lively game nights around the fire, curated shelves celebrating local legends, and record players that fill the air with mellow Canadian classics. We embraced a vision that celebrated immersive experiences, encouraging guests to slow down and savor every detail. Even the change from using Keurigs to French presses was an intentional invitation for guests to pause, enjoy the scenic view on the deck, and cherish a moment of calm amid the vibrant energy of Banff.

We experienced clear success when demand repeatedly rose along with our rates. Year after year as we continued development and investing in guest experience, our rates just kept rising and demand never faltered. It's a testament to the lasting value of thoughtful and purposeful design choices embracing the story of a place.

Alberta is rich with incredible stories—from the intimate charm of small towns to the vibrant pulse of big cities and resort destinations. Every establishment, whether a destination resort hotel, a roadside motel or café, or a major attraction, has the opportunity to share its own authentic narrative.

With innovative experiential hospitality at its core, the time to invest in your product or destination is now—supporting a vision of Buy Canadian and Stay Alberta that celebrates our local heritage and welcomes guests with open arms.