A 'passion for the wilderness'; tourist outfitters compete head-to-head with American counterparts.

A 'passion for the wilderness'

A combination of support for the community and appreciation of the environment helped Canoe Canada Outfitters of Atikokan win the 1990 Northern Ontario Business Award for Company of the Year (1 to 25 employees).

Bud Dickson and his wife, Sandy, established the tourist outfitting business in 1974.

Working as park rangers in Quetico Park during the summer months while attending university, the couple observed that a majority of the park's visitors entered Quetico from the U.S. Believing that more visitors could be attracted to the Canadian points of entry, they started their operation in Atikokan.

The location has also provided the Dicksons with access to many of the area's lakes which are outside the park.

Jim and Pam Clark joined the Dicksons as equal partners in Canoe Canada Outfitters in 1976.

"We all had a legitimate love and passion for the wilderness. It was not an unnatural transition (to become outfitters)," recalls Jim Clark.

It was in 1976 that the four developed and aggressive marketing scheme that would have them attending between 14 and 20 sports and trade shows annually.

Clark says the partners are attempting to compete "head-to-head" with U.S. outfitters in an effort to expand their clientele. "It remains an untapped gold mine," he says.

Travelling throughout the U.S. and Ontario in effort to attract people to the area, the partners have also attempted to come up with new activities for their guests.

For example, Bud Dickson has organized black bear archery hunts to increase business during the spring and fall months.

In addition, the partners purchased an aircraft, hired a pilot and secured Crown land for cabins in order to add fly-in outpost vacations to their list of services. Not only has the service attracted new customers, but it has given existing clients an alternative to the more traditional canoeing package.

"We applied the same theory as you would with any other business. We had to expand because we found that the traditional canoe package simply wasn't broad enough," recalls Clark.

Canoe Canda Outfitters currently employs two full-time pilots to check the outpost camps twice each week.

The company employs 20 full-time employees and provides seasonal employment to many of the secondary school and university students from the Atikokan area.

The owners believe that the experience gained from working with people from around the world will prove invaluable to the young people.

Because of the training they receive, the students are also able advance within the company. Most return each summer while attending school.

"In order for a business to grow or continue to grow, there must be a commitment beyond the pay cheque," says Clark. "From the part-time workers to the pilots, we have a lot of good people."

He attributes much of the success of the company to its employees and to Sandy Dickson and Pam Clark, who are both directors and part-owners of the company.

"The wives aren't token employees. The four of us, in conjunction with all the employees, are vital to the success," he insists.

COMMUNITY LOYALTY

The owners of Canoe Canada Outfitters say they attempt to support the local economy by buying their supplies locally whenever possible. This practice, coupled with the tourist business they generate for local restaurants, gas stations, grocery stores and other retail outlets supports their belief that tourism is a significant contributor to the economy of Atikokan.

According to Clark, the partners are attempting to "do a better job with a better market."

This dedication to the local economy earned Canoe Canada Outfitters the 1990 Business of the Year award in Atikokan.

Clark is the president of the Atikokan Tourist Outffiters' Association and a director of the local chamber of commerce. Dickson is a director of the Northern Ontario Tourist Outfitters as well as a director of the Northwestern Ontario Tourism Association.

EXPANSION PLANS

The partners are purchasing four more lots in Atikokan to provide for the eventual expansion of their main base of operations within the town.

"Our greatest challenge is to maintain a stabilized resource," says Clark. "After all, our resources ensure that we remain attractive and saleable."

The tourist outfitter says that as long as Quetico Park is properly managed then he is confident that his company will continue to prosper.

The Company of the Year Award (1 to 25 employees) was sponsored by the Bank of Montreal.