Case Study: Fisher River Outfitters

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

A: “Covid!,” admits Patrick McKay, director of operation for the Fisher River Economic Development Corporation. “We have many avid ice fishers in our community and we were starting to see the pastime become extremely popular. It was a trend we wanted to become part of.”

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

A: McKay said interest in ice fishing during the pandemic made them look at what they were offering through Fisher River Outfitters. It was simply time to add another product and ice fishing made sense. Fisher River Cree Nation has a long history of sustaining the community through the fishing industry. The packages offered through the outfitting business echo the experience for visitors.

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 challenge has always been our location,” McKay said. “We are at the end of the road and the outfitting business in Manitoba is a crowded space.” But he added it’s also a bonus as people look for more authentic and remote places for their experiences.

Q: Did you have key partners or community connections for this product/expansion?

A: McKay said the community is all in when it comes to supporting the outfitting business. The Bay River Motel provides accommodations and meals for visitors. The hardware store in town carries extra supplies for those who may have forgotten something at home.

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

A: Fisher River Outfitters’ goal is, quite simply, to bring people to the community. The Fisher River Cree Nation is serviced by a paved provincial highway and sits adjacent to the Fisher Bay Provincial Park, close proximity to several Manitoba Wildlife Management Areas, Moose Creek Provincial Forest and hundreds of thousands of acres of wilderness Crown lands. Being located at the end of a highway with no flow-through traffic has its challenges, said McKay, so every effort toward economic development is an important one. The new ice fishing package, along with existing offerings, provide economic activity for the hotel, restaurant and store, along with additional seasonal employment for guides.

Q: What did you do to prepare to launch the new or diversified offer?

With a goal to reach as many potential customers as possible, Fisher River Outfitters uses social media and websites to educate the public, local and foreign. McKay said digital marketing continues to be their most effective tool. Additionally, to be able to bring people to the community ensures the ongoing delivery of Cree history. This helps the community stay close to its roots when delivering services and experiences. They successfully combine history with today's needs of clients who search for experiences online.

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?

McKay admits that the first season of ice fishing packages were a bit slow, but the good news is that they are poised and ready to welcome anglers for the next hardwater season. The Ochekwi-Sipi Ice Fishing Experience includes a guide, fish finder, tent, heater, tackle and snowmobile and sleigh for a six hour outing on Lake Winnipeg.

Q: What recommendations do you have for other Indigenous tourism entrepreneurs who are looking to launch a new product or experience?

“Learn as much as you can,” says McKay. “Take advantage of every resource that comes your way and reach out to people who have some similar things. These teachings are invaluable.”