Case Study: Falcon Sports Club

Q: What inspired you to create a new product or enhance your existing one?

A: We’re always looking to grow and enhance trail sports and opportunities for the public around here. Adrian Alphonso was here doing some cycling and we got chatting, and he offered his help if ever we wanted to add a fat tire biking component to the club. An accomplished rider, member of the Waywayseecappo First Nation and partner at Momenta, a company that offers land-based education, it didn’t take long for me to accept his offer. We started talking about a story trail with an Indigenous name that would welcome people from all communities.

Q: How did you know when it is time to grow or evolve your tourism experience/product?

A: As entrepreneurs, we always have ideas. I serve on many boards and there’s always plenty of inspiration to be had. You start with making sure all your relationships are in place. Build those connections and be ready for opportunities when they come. Then really think about if you have an egg that’s ready to hatch.

Q: Were there any major challenges that you faced in the development process? If yes, what were they and how did you overcome the issue?

A: Our biggest challenge is always timing. Most of the funding opportunities come in the winter season, which is great for the vast majority of seasonal business in Manitoba. But because we operate year round, and have the additional duties of running the ski hill in winter, that season is always a challenge for us. Still, we know this was a great opportunity and important step for the club.

Q: Did you consider economic impacts for your local community in the development process?

A: New funds for the sports club meant improving a tourism asset for our region. And tourism is everything here, so whenever there’s an opportunity for making it better, it’s good news. Retaining and expanding what we have to offer can only lead to increased visitation. People are coming to the region, they’re eating in restaurants and staying overnight. Adding the fat tire biking component means we’re reaching a new audience.

Q: What did you do to prepare to launch the new or diversified offer? Promotion? Marketing? Staff Training?

A: One of the most important things we did to celebrate the new trail was participate in an Indigenous naming ceremony. Adrian came up with the name while sitting near High Lake and making a tobacco offering. He consulted with Elders who agreed that the trail should be named ima ode kamajeegik, an Anishinaabemowin phrase that means ‘where the heart grows’. We also hosted a grand opening and extended a special invitation to members of the Shoal Lake First Nations communities to attend, which they did.

Q: Did you measure the success of your new product or diversified product? If so, what did you measure and how did you define success?

A: We’re seeing young kids out there riding bikes on the trails, and this is a big win for us. We’ve also created strong ties to our neighbouring Indigenous communities and these relationships are just the beginning of more to come.

Q: Does your business have accessibility, diversity/inclusion or sustainability practices or policies in place? If so, can you describe them?

A: We’ve always been about sustainability and this new trail is part of that. Hiking and fat tire biking are both low impact activities—it’s human powered recreation that gets people into the forest and starts to build that appreciation.