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12 BC BU S I N E S S .C A F E B R U A R Y 2 0 24 W il d f ir e illu s t r a t i o n : i S t o c k / S v e t l a n a Z y b i n a ON THE RADAR providers," says Nikisa Banks, director of marketing and communication for Accent Inns, the Victoria-based parent company of Hotel Zed. According to Banks, front- end staff are trained to educate customers about Tribal Parks Allies. Since opening, she knows of only one customer who has complained about the 1-percent surcharge. "It's an ask of the customer and we're happy to reverse the fee if they complain," Banks says. Hotel Zed has also em- braced the storytelling side of the protocol agreement. The company commissioned journalist Ian Gill, Tla-o-qui- aht Tribal Parks Guardian and artist Gisele Martin and author Joanna Streetly to co-write ?iisaak in the Garden (Respect in the Garden), a book that explores Tla-o-qui-aht territo- rial stewardship and the "War in the Woods" that began on Meares Island nearly 40 years ago. A copy is placed in every guestroom. "So many people come to Tofino and fall in love with the place without really under- standing the history," Banks says. "We feel this is the right thing to do." fee to the cost of a hotel stay, surf lesson, wildlife tour or restaurant meal. It's voluntary, but so far more than 120 organizations, from hotels to surf companies, have signed the Tribal Parks Allies protocol agreement. Hockin-Grant says that Allies participants are not required to open their books: "They give us a cheque and we don't ask any questions." Participants also commit to telling a more nuanced story about the Clayoquot Sound region that goes beyond the pretty wilderness postcard version. "The fee is just part of it. We're asking Allies to portray an authentic narrative about Tla-o-qui-aht history and colonization and it's equally important to acknowledge the impacts of tourism," says Hockin-Grant. "It's a work in progress and we're building it as we go." There are some high-profile absences on the Tribal Parks Allies roster, including the tony Wickaninnish Inn. Up until recently, Pacific Sands Beach Resort was on that list as well. It signed on last September. Pacific Sands general manager Sabrina Donovan says the resort held off at first so it could see how the funds would be spent. Three years in, she believes the guardian program has proven its value, especially through cultural education that Donovan says Pacific Sands staff and guests are hun- gry for. In celebration of the resort's 50th anniversary, the owners are making a $50,000 donation to Tribal Parks Al- lies. According to Donovan, a soft launch last year of the 1-percent ecosystem service fee wasn't as successful as hoped. "There are a lot of things at play. Coming out of COVID, I think customers are a little more price sensitive. There's already the MRDT [a 3-percent fee collected by Tofino hotels and resorts] and there's talk of a sustainability tax as well," Donovan explains. "So, I'd say we're taking baby steps toward adding this fee. Tribal Parks Al- lies is definitely something the owners want to support." Hotel Zed was an early adopter. The hotel joined Tribal Parks Allies even before opening its Tofino property in August 2020. "We wanted to champion the program with other accommodation GO FIGURE by Michael McCullough SOURCE: TOURISM TOFINO, TOFINO-LONG BEACH CHAMBER OF COMMERCE FEELS FAMILIAL With Family Day coming up this month, we bring some stats together on the state of families in B.C. 47.1% of B.C. couples have children living with them as of the 2021 census, a slightly lower proportion than the national average of 50% Persons per household in B.C. 2011 – 2.547 2023 – 2.545 2046 – 2.4 35 ( projected ) Northeast B.C. has the largest average household size, at 2.68 The Kootenay region has the smallest, at 2.31 Among major municipalities, Surrey has the largest households, averaging 3.2 people Average monthly occupancy for major hotels in Tofino between January and September: 2019 – 72.6% 2022 – 75.8% 2023 – 66.5% 48.3% Occupancy in June 2023, when a wildfire forced the closure of Highway 4, the only paved route connecting western Vancouver Island with the rest of the province $44 million Estimated loss in tourism revenue in Tofino and Ucluelet during the 17-day highway closure