Squamish Adventure Centre Revitalization project

Project Update:

On September 28, 2021, Council endorsed a Province of B.C.-funded revitalization plan for the Squamish Adventure Centre (SAC) which includes physical improvements to the SAC building and the surrounding site. 

These improvements are entirely funded through a $700,000 grant received by the Province of BC via its Tourism Dependent Communities Fund. Thirty-two communities that depend heavily on tourism revenue have received a combined $19.4 million through the Tourism Dependent Communities Initiative, part of StrongerBC: BC’s Economic Recovery Plan, intended to generate jobs, create valuable assets for communities and attract more visitors in the future as tourism economies emerge from the COVID-19 pandemic.

The endorsed plans include: 

• Development of The Squamish Story, a new and immersive tourism experience meant to inspire a new generation of travellers to experience Squamish; 
• Improvements to the theatre area to increase the flexibility and modernize the space for meetings, events, and training; 
• Reconfiguration of the Tourism Squamish gift shop and office space to allow increased leasable area within the centre and create better patron flow. 

Outside, improvements to signage and the patio/grass area will be made to help activate and draw attention to the centre and encourage visitation. These improvements are intended to update this tourism-focussed centre while helping improve its financial operations. 

 Renovations are slated to begin before the end of 2021 and carry into 2022.

You can view the conceptual drawings, a key stakeholder engagement report, and the presentation made to Council below.   

Purpose:
The project will refresh and enhance Squamish’s only purpose-built tourism centre while also improving its operational efficiency.

Business Need:
As the Squamish Adventure Centre building enters its 15th year of operation, the building and its operations would benefit from upgrades. Further external factors such as the COVID-19 pandemic, changes in technology and consumer shifts to digital and online services over the last 15 years, have highlighted the need to achieve maximum value of use of the space as a key community and District-owned asset.

Funding Source:
The $700,000 funding for this project is through the provincial Tourism Dependent Communities Fund.

Project Details:
The Squamish Adventure Centre project includes a visioning process to define a future operating model for the centre, a business planning process and physical upgrades to the centre.  The project is being supported by an advisory task force consisting of representatives from Tourism Squamish, the Squamish Chamber of Squamish and District of Squamish staff.  As per funding requirements, upgrades to the centre must begin by December 31, 2021 and be completed on or before March 31, 2023.

The project is guided by a set of eleven principles endorsed by Council in November 2020. 

1. Revitalize the building as a tourism-oriented asset
2. Strive to achieve ongoing building operations which are cost-neutral or profit generating
3. Strive for highest community benefit by supporting longer visitor stays and repeat visitation to increase local tourism revenue
4. Convey the Squamish Brand Promise
5. Align to District of Squamish and Tourism Squamish Society strategic guiding documents
6. Facilitate Squamish Nation’s participation in the re-visioning of building and its operations
7. Review existing tenancy agreements
8. Consider accessibility, diversity and inclusion, by incorporating the Seven Principles of Universal Design
9. Within scope, retrofit building to maximize energy efficiency, reduce emissions and minimize associated environmental impacts
10. Showcase the Adventure Centre as a Wood-First building providing climate benefits through its embodied carbon construction
11. Consider connection to adjacent public space and infrastructure

Task Force Members:

Kirby Brown, Board Member, Tourism Squamish

Toran Savjord, Board Member, Tourism Squamish

Lesley Weeks, Executive Director, Tourism Squamish

Nolan Rivers, Board Member, Squamish Chamber of Commerce

Catherine Webster, Board Member, Squamish Chamber of Commerce

Louise Walker, Executive Director, Squamish Chamber of Commerce

Kate Mulligan, Economic Development Officer, District of Squamish

Neil Plumb, Manager of Real Estate, District of Squamish

Kal Bragg, Director of Facilities and Planning, District of Squamish

Background Information:

• Council Presentation
• Detailed Plan and Conceptual Drawings
• Key Stakeholder Engagement Outcomes
• Adventure Centre Revitalization Principles
• Tourism Dependent Community Fund - report to Council