While Jasper’s businesses are optimistic about the community's future, they are worried about the uncertainty around interim housing.
Paul Butler, executive director of the Jasper Park Chamber of Commerce, said the issue has caused “a great deal of anxiety” for local businesses.
“Businesses are really concerned about where they’re going to house the staff that they need to get through the busy summer season in particular,” Butler said. “I think most have sorted themselves for the winter season, but they’re worried about the coming summer season, of course. That’s when they make bank.”
Beyond that, there was a great deal of concern about the relatively large number of hotel rooms occupied by residents, which meant that space was not available for much-needed visitors.
The Alberta government has promised to deliver 250 housing units to Jasper by early 2025, but negotiations between the provincial government and Parks Canada around land leasing have since reached an impasse.
The Alberta government has been pushing for permanent, single-detached units, whereas the Municipality of Jasper and Parks Canada are arguing that high-density solutions would better address immediate housing needs.
Butler agreed the province’s housing plan was not a good fit for Jasper and that high-density options were needed.
“Would it meet the needs of everyone fully and completely? Well, no, but we’re not living in a situation where I think anyone is expecting like-for-like accommodation during the interim,” he said. “Very many people are compromising, usually. People are living in hotel rooms, and even moving into a higher-density option would likely be preferable to remaining long-term in hotel rooms.”
Butler added he was grateful to Parks Canada for providing its own interim housing, which is expected to arrive at the end of February.
In terms of hotel occupancy, business is a little down compared to previous years, but Butler said this gap was closing weekly and emphasized the town had capacity to welcome more visitors.
“Even with the number of hotel rooms that are occupied by residents, we do have the capacity to welcome more visitors,” he said. “And honestly, without reserve, we’re asking our friends and neighbours to come and visit, whether they be near or far.”
‘I see prepared land, and I don’t see houses’
Kimberley Stark operates Bear’s Paw Bakery, Lostlands Café and a scotch tasting lounge called Ursidae Lair, which runs inside Bear’s Paw Bakery at night.
Since the fire, Bear’s Paw Bakery has remained closed as Stark waits on the insurance and restoration companies, while Lostlands Café has since reopened its doors.
“It’s something,” she said. “We can be here for the community to provide what makes ‘home’ home.”
Stark described visitors as being “extremely supportive and very eager to come to Jasper,” and while there was overall less visitation than normal, there was also fewer competitors open, evening out to a similar level of business.
“For this location, having the other one still closed obviously makes this one busier,” she said. “Once that one’s open, I’ll have a better idea of how things are sitting in a more traditional sense because right now it’s very hard to tell.”
While Stark thought the immediate government response to the Jasper wildfire was “fabulous,” she felt as though their situation was beginning to become yesterday’s news.
“I’m very concerned about the interim housing situation,” she said. “I see prepared land, and I don’t see houses.”
Stark noted it was essential to get this housing up and running since most businesses had no staff accommodation. There was also a lack of housing for teachers, doctors, singles, families and others she knew.
Although noting Jasper businesses had been through much over the years – the COVID-19 pandemic, the Whistler Campground’s closure for renovations, the Chetamon and Jasper wildfires – Stark highlighted their continued perseverance.
She also remained optimistic about the summer, noting that Whistlers Campground would be open, and more hotel rooms would be freed up as residents move to other accommodations, and she emphasized the need to let the public know that Jasper would be open to visitors.
“I think that right now and until summer is the hardest it’s going to be, and when we get through this – not if, but when we do – it’s going to be a consistently forward-moving, positive struggle,” Stark said.
Employees are ‘trying to make plans’
Mike Day, owner of Evil Dave’s Grill, said he was lucky enough to avoid any serious damage from the wildfire and was able to reopen in early September.
The big question for him was whether there would still be visitors. So far, his restaurant has been doing a little better than last winter, which he attributed to Jasper having fewer places to dine.
“Benefiting from someone else’s misfortune is never something that is pleasant, but in this particular case, we’ve been able to have at least the same level of business from last year, if not higher,” Day said.
However, he noted the overall lack of visitors would impact some businesses, such as tour companies and attractions, more negatively than others.
When it came to Jasper’s recovery, Day was concerned with the overall lack of information, particularly around interim housing.
“We have employees that are concerned about whether or not they’ll have accommodation for the summer,” he said. “They’re trying to make plans. We’re only a few months away from those plans having to come to fruition.”
Day also noted essential workers would be first in line for any interim housing that becomes available.
“Unfortunately, our industry is only essential at tax time, and that’s when 80 per cent of the tax bill gets paid by the non-residential sector,” he said, noting five out of 30 of his employees had lost their homes.
“Some people were forced to relocate, others have found temporary housing, so they’re all fairly tenuous positions at this particular moment,” he added. “I hope summer is really robust, but I hope that we can serve the visitors that do come in a meaningful way.”
‘The governments have to work together’
Bearhill CEO Brett Ireland said they were able to open their new whisky distillery, Maligne Range, shortly after the fire, but the Jasper Brewing Company sustained extensive damage after the buildings next door burned down and is currently undergoing work before reopening.
From Ireland’s perspective, Maligne Range wasn’t seeing as many customers as they would have hoped for its opening year.
“It’s slower than we would expect,” Ireland said. “We’re grateful to be open, we’re grateful for the local and regional traffic we’re getting, but overall, it’s definitely not a back-to-normal winter by any means.”
Ireland’s biggest concern, like other businesses, was the reduced number of places for staff to live. For Bearhill, it could mean not being able to open the full normal hours, and the impact on other businesses could further negatively affect its two Jasper locations.
“You go to Jasper to experience the collective offerings,” Ireland said. “It’s not like it’s just about ours or any one business. It’s how everything kind of works in concert.”
Ireland advocated for work-camp-style accommodations to get people through the summer season and free up space for visitors.
“The governments have to work together,” he said.
Supports for Jasper businesses
In terms of financial support, Butler highlighted two programs that have been helping Jasper businesses with their post-wildfire recovery.
“That help is extremely important,” he said. “I won’t say whether it’s enough, but more will be welcomed, and I think we can expect to see a continuation of this programming and others like it.”
Community Futures West Yellowhead has partnered with PrairiesCan to offer the Jasper Business Recovery Program to provide grants of $5,000 to sole proprietorships and $10,000 to eligible incorporated businesses.
This funding is meant to help businesses cover expenses necessary for recovery, general operations, or relocate or close if other solutions are not feasible. Applications are open until Feb. 28.
Both Stark and Day said they had taken advantage of this program.
The Canadian Red Cross has also provided more than 80 small businesses and non-profits with financial assistance through the Support to Small Businesses program to help with immediate and unexpected operating costs and losses related to the wildfire.
