Report highlights need for tailored supports for local business

By Rachel Fraser

A report released by Community Futures Fraser-Fort George shows that solutions tailored to the local economies, including an urgent need for more and better financial supports, are necessary for the continued success of businesses in the Fraser-Fort George (FFG) region. 

The report is an overview of the findings of Community Futures’ Regional Business Liaison Program, which conducted 210 interviews with businesses across the region between July 2023 to July 2024. The program was funded by Northern Development Initiative Trust’s Regional Business Liaison Grant to understand the opportunities and challenges faced by businesses in Fraser-Fort George from recent forestry policy changes and the economic downturn. The project divides the region into three subregions: Mackenzie, Prince George and Robson Valley-Canoe.

It’s a follow-up to a report on a similar project during the COVID-19 pandemic, 2020-2021, and provides some comparative analysis between the two periods. This reporting period did not include the aftermath of the Jasper fires and resulting highway closures.

Findings

“Established and family-run businesses, handed down through generations, form the backbone of the Robson Valley-Canoe community, alongside self-employed individuals pursuing their passions and creating a niche for themselves,” according to the report. 

87 per cent of businesses in the Robson Valley are classified as microbusinesses – five or fewer employees – and 30 per cent of the businesses have been in operation for over 20 years.

The report identifies common challenges across the FFG region, such as economic instability, staffing challenges and the need for diversification. 

In the Robson Valley-Canoe subregion specifically, key challenges include supply chain issues with delays and increased costs, struggles with effective marketing strategies, and the twin challenges of finding skilled workers and employee retention. As a result of staffing shortages locally, there is a high reliance on business owners, which can affect operations in the case of illness, and creates a risk of burnout.

Because the Robson Valley-Canoe economy is so reliant on forestry, tourism and agriculture, diversification is highlighted as a key factor in creating economic stability.

Financial Supports

Only 24 per cent of businesses in the Robson Valley-Canoe region reported that they are flourishing.

According to the report, “A critical need for financial assistance was evident in both projects (this report and the one that was conducted post-COVID 19). Streamlined loan processes, access to grants, and diverse financial instruments were consistently identified as essential support mechanisms, particularly if targeted to microbusinesses.”

Community Collaboration

Community collaboration was repeatedly identified as a key component of business success and economic resilience in the Valley. According to Shona Thorne, Lead Regional Business Liaison & Agriculture Coordinator for Community Futures FFG, this this could be things like businesses collaborating on shared promotional campaigns or offering joint packages to attract visitors and increase revenue, as well as cost saving collaborations such as sharing resources like warehouse space and training programs, and shared bulk ordering. 

“On February 14-15, Community Futures will be hosting the first B2B Expo in Prince George, providing a platform for businesses to connect, collaborate, and develop stronger relationships—an initiative inspired by findings from the RBL project,” Thorne said in an email.

Digital Marketing and E-commerce

According to the report, FFG businesses serve hyperlocal markets, and see digital marketing training as a priority to extend their reach. Thorne said this would allow them to attract visitors and online customers from outside the region and increase their visibility to passing tourists and anyone looking for services in the area. E-commerce allows for online sales but also allows service providers to use digital platforms for booking, customer engagement, and service expansion, she said.

When asked whether the businesses they surveyed were open to training, or felt outsourcing to a marketing professional was a better return on investment, Thorne said that there was a strong interest, but business owners also face time and resource constraints. There are cost and other benefits to keeping it in-house, such as control over the brand and customer engagement, but each business’s needs will be a little different and require a customized approach.

“What they’ve come up with for digital marketing and e-commerce, I think that’s a great idea,” said Jen Applebaum, a Valemount microbusiness owner offering property and rental management from her home office. “I think that would be a good return on investment because [Valemount is] tiny. Anything we can do to spread information about the services and products we offer here to the greater international community is only positive.”

Danielle Alan, Director for Area H (Robson Valley-Canoe) at the Regional District of FFG emphasized that high-speed internet infrastructure is key to diversifying and economic growth such as attracting high-tech microbusinesses. “If people have access to high-speed internet, then it doesn’t matter where they live. They can grow their business,” she said.

What now?

Alan said that the Regional District, like a municipal government, has a very limited ability to influence the factors affecting businesses. “We have a small economic development budget that is entirely grant funded.” 

Alan and Valemount CAO Anne Yanciw both pointed to Invest in the Robson Valley Region, a joint marketing initiative between RDFFG, Valemount and McBride to attract industry, business and new residents to the valley as a key component of their marketing strategy. 

“Robson Valley Region can use information like this to help shape marketing direction,” Yanciw said.

Valemount mayor Owen Torgerson is anticipating a domestic and international tourism spike in the region in 2025, due to the struggling Canadian dollar, the easing of inflationary pressures and the reestablishment of global supply chains.

“The visitor attraction strategy is something that is very much in Tourism Valemount’s wheelhouse,” said Torgerson, and that the Village’s Resort Development Strategy is being endorsed by them.

Torgerson also said the Village will be embarking on an Economic Development Strategy later in 2025 or early 2026, and that the report would also be helpful in drafting the RDFFG Area H Official Community Plan in 2025 or 2026.

Other than that, Alan said, her focus is on creating the kind of community people want to live in, and supporting the champions who are doing good things, like the bike park and the very successful mushroom festival that was put on in Dunster.

Applebaum pointed out that when it comes to community-led economic development such as the Valemount Chamber of Commerce, which is currently dormant due to lack of participation, there is a very small and over-leveraged pool of participants to draw from. 

“There are six people that live here, and we’ve got volunteer burnout, right?” 

The Goat reached out to the McBride and Area Chamber of Commerce, but did not hear back by press time.

One business owner, who requested to remain anonymous, said she had participated in the interview, and felt the report reflected the experiences of local business, but would have preferred to see a more concrete plan. 

“It was unclear to me what Community Futures intends to do with this data. I’d like to know how they plan to use this information and what new programs or support might be available,” she said.