This article first appeared in print in the March 2019 issue of Revelstoke Mountaineer Magazine.
Snow is in the forecast. An evening ritual commences for the powder hounds of Revelstoke, as they prepare for the forthcoming storm.
The alarm is set, the cupboards are checked for ample supplies of oatmeal and jam, the skis are waxed, and finally they’re ready to catch a few hours of shut-eye before dawn. The Subaru Outback teases them in the morning with a few spluttering coughs, before one assertive engine roar confirms that they’re still on track to get the goods. They fly up to the hill, only to realize that the line is already backed up to the second parking lot. Alas, they trudge over and join the restless pack. But it’s OK— they know where to find the secret stashes anyway.
Meanwhile just a few kilometres up the hill, nestled away from disturbance, a wholly different scene unfolds. Aromas of freshly ground Colombian coffee and pancakes waft through the high arches of a multi-million-dollar chalet, gently waking its occupants. There is a buzz in the air, but this time it’s literal. Their helicopter ride waits patiently out front on a private pad, ready to transport guests to the deepest, silkiest snow that the Selkirks range has to offer.
And so it goes: Both parties proceed to live out their separate days in Revelstoke’s mountainous terrain, blissfully unaware of each other’s existence.
So, who are these elusive guests with the bird’s-eye view of this vibrant town? And what does their presence mean for the town’s economy? Although it is near impossible to fully unmask Revelstoke’s elite, it is possible to peel back the layers of intrigue surrounding this influx of wealthy visitors and find out why, and how, they came to land in one of North America’s “most underrated ski resorts” (as labeled recently by CNN).
More and more people are choosing Revelstoke as their seasonal getaway destination. Last year, we were graced with some big names: from rumors of A-list tech moguls dropping in for some heli-skiing, all the way to Prime Minister Justin Trudeau hitting Revelstoke Mountain Resort’s groomed runs for some family fun. Peter Hughes, Executive Chef at the Bighorn Lodge, revealed that he has regularly catered to “Royals, celebs, and tech giants.”
What’s more, year-round tourism numbers are soaring, and the luxury market is booming as a bi-product. The Bison Lodge sees an approximate 88% return rate, which increases annually. Chris van der Linden, the former manager of The Whiteworth Chalet, has confirmed that the Chalet — situated at the base of RMR — sees an 80–100% return rate annually. Often, guests are having to book at least a year in advance to secure a place at one of these luxury lodges.
Why so busy? With its adverse weather conditions and difficult to access location, why are these travellers choosing Revelstoke, over better-known North American resorts such as Whistler, Vail, or Aspen? “The fact that it’s so difficult to get to Revelstoke, means that it becomes a feather in your cap,” explained J.C. Carlin, owner representative at the Bison Lodge.
Chris Van der Linden believes it’s down to the fifty years of infrastructure laid down by a combination of local heli-ski operatives such as Mica, Selkirk, and Eagle Pass. It seems people are starting to realize, through word of mouth, that Revelstoke’s world-class terrain rivals that of the ‘big resorts’ but it comes without the accompanying crowds.
“Revelstoke is a bucket list destination for many,” said Sally Robertson, owner of Revelstoke Select. The business was started last year by Robertson and Theresa Clinton, after they noticed a gap in the market for a high-end concierge service. Their role includes marketing, booking management, staffing, all the way through to post-rental cleaning and accounting. The business was born out of a growing demand for turnkey vacation experiences.
“Luxury tourism is not brand new to Revelstoke, it’s just moving on the next chapter,” said Robertson. Robertson arrived in Revelstoke twelve years ago and during that time has seen many businesses start up and fail. “The excitement was there but the demand wasn’t,” she explained. “Ten years later and these businesses are starting again. The faces are different, but the product is the same. We’re seeing it with snowshoeing and backcountry guiding to name a couple.”
Robertson foresees Revelstoke following the Whistler model in terms of how the town can facilitate all parties. “I see more supply and demand businesses coming to Revelstoke, whether that be advanced transportation, support businesses and cleaning services.” Likewise, Carlin is confident that the capital from this industry will be injected back into the community’s economy, which will inevitably result in jobs and opportunities for residents.
Although we are seeing a steady upward trajectory in the luxury tourism market, Hughes (of the Bighorn Lodge) believes that further action must be taken to improve our facilities for guests if we wish to continue to attract wealth to this town. He is certain that “more growth at the base of the ski hill,” in the form of increased choice of bars and restaurants, as well as more activities for kids, will ensure a more sustainable financial future for the industry.
At first glance, one might notice a polarity between the ‘ski-bum’ portion of Revelstoke’s population and the lavish lifestyle of the well-to-do-skier. But when we break it down, we are here for the same reasons: the world-class terrain and unique charm that Revelstoke has to offer. Moving forward, we should continue to welcome these new faces from faraway places, embracing the knowledge that we are working together to shape the town’s economic future.
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