Banff Jasper Collection

Protecting the Rockies, Prioritizing People, Investing in Community

When you visit any of our destinations, your experience is more than just exploring the Rockies — it's about collecting memories that last a lifetime.

By choosing Pursuit in the Canadian Rockies, you’re also making a commitment to protecting these iconic landscapes, respecting the people who share them with us and supporting the communities that make it all possible.

Stewardship
Stewardship
Respect
Respect
Community
Community

Awards & Recognition

Greenstep
Skift
ITA

Stewardship

We are committed to protecting the Canadian Rockies through sustainable practices that conserve resources and ensure that future generations can enjoy these natural wonders.

Here are some of our key Initiatives that support our commitment to Stewardship:

In 2023, we partnered with GreenStep Solutions Inc to become an EcoFund Verified Business. This collaboration helps us measure and reduce our environmental impacts and carbon footprint through significant energy, water, waste, and fuel conservation projects within our business.

To support these efforts, we've added a $2/night EcoFee at our hotels and a $1/admission for our attractions, and transportation services. These fees help augment existing Pursuit projects that measurably reduce our carbon footprint. GreenStep provides a comprehensive framework, transparent reporting, and the expertise to align our sustainability goals with global standards, putting us on the path to net-zero emissions by 2050. You can learn more about the Ecofee and Ecofund here.

We're proud to be recognized by GreenStep with their Carbon Conscious Certification. This annual seal represents our commitment to:

  • Environmental Leadership: Symbolizing our dedication to environmental responsibility and sustainable practices.
  • Transparent Practices: Reflecting our commitment to openly reporting and addressing our carbon impact.
  • Continuous Improvement: Encouraging ongoing efforts to reduce our environmental footprint and create a greener future.

EcoFund in Action

Thanks to our guests’ contributions, in 2024 we completed these EcoFund Verified projects:

  • Lighting the Way to Efficiency: We invested over $300,000 in LED lighting upgrades across multiple properties, including the Gondola, Elk + Avenue Hotel, Lobstick Lodge, Chateau Jasper, staff accommodations and office spaces. These projects enhanced energy efficiency at these properties estimating an annual carbon emissions reduction of 345.12 tCO2 annually – equivalent to electricity usage 231 homes or the emissions from 106 passenger vehicles each year.
  • Energy-Efficient Appliances: $10,000 was dedicated to purchasing energy-efficient appliances, further reducing our environmental footprint.
  • Conserving Heat: We invested $10,000 in pipe insulation at the Elk + Avenue Hotel to prevent heat loss and improve energy efficiency.
  • Saving Water: At the Mount Royal Hotel, we spent $7,000 to replace the water-cooled system with a more efficient air-cooled system, saving between 12,960 and 17,280 litres of water per day.
  • Innovative Waste Solutions: We dedicated over $45,000 to trialing an innovative onsite food waste solution with Power Knot, exploring new ways to reduce waste and its environmental impact.

Collaborating for Sustainability

  • Reforesting Our Land: In 2024, we teamed up with Best of Kin, a local Alberta brewery, to create the Fire Bloom Honey Lager. This unique beer, brewed with honey collected from fireweed that bloomed after last year's wildfires, helps support reforestation efforts. For every Fire Bloom beer sold at Pursuit Restaurants across Banff, Jasper, and Waterton $1 will go to Project Forest to fund the University of Alberta Research Forest, helping to rewild and reforest our land. To learn more about this partnership, visit Fire Bloom. If you are a Calgary local or visiting the area, be sure to check out Best of Kin's brewery and tap room nestled right off of 14th Street SW.
  • Reducing emissions with Banff’s ROAM Transit: We're proud to partner with the Town of Banff, Parks Canada, and ROAM Transit to reduce traffic congestion and carbon emissions in Banff National Park. This initiative has significantly decreased car dependency and made downtown Banff more accessible while preserving the area's natural beauty.
  • Sustainable Suppliers: Many of our restaurants prioritize sustainable practices by partnering with local farms and suppliers like Certified Angus Beef, Good Leaf and Ocean Wise. This ensures we serve high-quality, responsibly sourced ingredients.
  • Annual clean-ups: Our Gondola team leads annual trail cleanups, bringing team members together to give back to the environment. The Pursuit team also participates in Earth Day litter cleanups in downtown Banff and Jasper, demonstrating our commitment to keeping our communities clean.

Minimizing Our Footprint: Reducing and Diverting Waste

We're committed to minimizing waste and keeping our environmental footprint small. Here's how we're making a difference:

  • Engaging Our Team: We encourage our employees to reduce waste by offering a 50% discount when they bring their own cups or mugs to our food and beverage outlets. Since launching this initiative in May 2023, we've given this discount over 21,000 times, saving thousands of disposable cups from landfills. Our bottle filling stations at the Golden Skybridge, Columbia Icefield, and Banff Gondola have also helped save over 400,000 water bottles from ending up in landfills.
  • Partnering with Local Businesses: We've transitioned to bulk amenities in our hotels and are proud to work with local companies like Jade Refillery and Aleppo Savoy, who share our commitment to sustainability.
  • Reducing Waste Output: Our long-time partner, Flying Pigs Environmental Services is a local Bow Valley company that helps us reduce our waste output through comprehensive garbage, recycling, and organic waste pickup services. In 2023, we diverted 170,962 kg of waste, bringing our total waste diversion to over 700,000 kg since 2018.
  • Recycling Cooking Oil: We partner with Redux, a family business that provides sustainable solutions for used cooking oil. In 2023, we recycled 48,350 lbs (23,246 liters) of used cooking oil, bringing our total recycled amount to over 520,000 lbs (250,000 liters) since 2011.
  • Cardboard Recycling: Since 2020, the Columbia Icefield has diverted over 62,000lbs (28,000 kg) of cardboard through Gordon Food Service, who transport it to recycling depots in Calgary and Edmonton. Across BJC, we've diverted over 120,000 kg of cardboard annually through this partnership.

Championing Sustainability from Within

We're passionate about embedding sustainability into everything we do. Here's how we empower our team and foster a culture of environmental responsibility:
  • Green Committee: Our Green Committee, a passionate group of employees, meets monthly to discuss stewardship-related matters. They evaluate our operations and practices, identify areas for improvement, and find ways to raise awareness and educate both our team and guests about sustainability.
  • Green Dragons' Den: This unique contest encourages our employees to develop innovative eco-friendly solutions. The 2024 winning ideas will receive funding from our EcoFund for implementation in 2025, empowering our team to contribute to our sustainability goals.
  • Supporting Scientific Research: We are proud to support NASA's Jet Propulsion Laboratory Tests for their research on the Athabasca Glacier. This collaboration allows scientists to test new technologies and gather valuable data to better understand climate change and its impact on our glaciers.

The Stewardship Pillar most closely aligns to these Sustainable Development Goals (SDGs) outlined by the United Nations. Learn more about the 17 UN SDGs

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Respect

We foster an inclusive environment by prioritizing respect and diversity for people who work with, visit and partner with us. 

Here are some of our key Initiatives that support our commitment to Respect:

Creating a Culture of Respect

  • We partner with the Centre for Sexuality to offer workshops on Creating a Culture of Respect for Gender and Sexual Diversity. These interactive workshops provide our team with practical strategies for fostering inclusivity and creating safer spaces for 2SLGBTQIA+ individuals.
  • Pronouns in the Workplace: To promote inclusivity, we encourage everyone to include their pronouns on nametags and in email signatures and through Pursuit personal pronoun pins.
  • Measuring Belonging: We are committed to fostering a workplace where everyone feels a strong sense of belonging. As part of this effort, we’ve incorporated specific questions into our employee surveys, which will help us identify areas for growth and guide meaningful improvements.
  • Continuous Improvement in DEI: We're committed to ongoing progress in diversity, equity, and inclusion (DEI). We're currently working with experts to conduct a comprehensive assessment of our practices, from recruitment and promotions to internal communications, to ensure DEI principles are deeply embedded in our company culture.

Honouring Indigenous Peoples & Partnerships

At the heart of Pursuit’s collaborations with our Indigenous friends are three main pillars: a storied history of partnership dating back over a century; an ongoing responsibility to honour and respect our special places; and a collaborative commitment in creating experiences that are not only entertaining, but also culturally enriching. These partnerships are not one-way exchanges – they are ever-evolving relationships that allow for meaningful growth through cultural learning.

  • National Indigenous Peoples Day: We celebrate National Indigenous Peoples Day by offering complimentary admission to all our attractions, welcoming Indigenous guests to experience and connect with their traditional lands.
  • National Day for Truth and Reconciliation: We recognize the importance of National Day for Truth and Reconciliation and offer complimentary admission to Indigenous Peoples on this day. In 2024, we welcomed over 2000 Indigenous Peoples back to traditional Banff and Jasper National Parks for complimentary access to our attractions and experiences. In the spirit of reconciliation and to give our Pursuit team members more opportunities to connect with Indigenous communities, we’ve partnered with Indigenous Tourism experience providers to facilitate learning activities for Pursuit team members. From soap making to medicine bag making and plant walks, Pursuit team members participate in authentic Indigenous tourism experiences in the days and weeks leading up to September 30th.
  • Cultural Awareness: In collaboration with Indigenous Tourism Alberta (ITA) and Banff Lake Louise Tourism, we offer workshops to enhance our team's understanding and appreciation of Indigenous cultures. Over 60 Pursuit leaders participated in this training in 2023 and 2024.
  • Training Our Team: Since 2022, we've partnered with Indigenous communities to provide cultural awareness training for our interpretive guides. In 2024, 160 guides participated in storytelling training from five different Nations.
  • Sharing Indigenous Stories: We've partnered with the Ktunaxa Nation to create a mini-exhibit at the Golden Skybridge that shares their creation story in their own words and through hand-drawn illustrations by Ktunaxa youth. The exhibit also includes a QR code at the site to listen to the story being told.
  • Celebrating Stoney Nakoda Art: In 2024, the Pursuit team commissioned Stoney Artist Gordon Wesley to create a piece of custom art that represents his family’s connection to Lake Minnewanka. The custom artwork is displayed at Minnewanka, and compliments another commissioned piece by his mentor (and uncle) Rolland Rollinmud on display at the Banff Gondola.
  • Nightrise partnership with Stoney Nakoda Nation:
    • Our immersive multimedia experience, Nightrise, at the Banff Gondola exemplifies our partnership with the Stoney Nakoda Nations. Created in collaboration with Moment Factory, this winter exhibit blends light displays and soundscapes with traditional Stoney language and drumming. An MOU was signed in 2021 between Pursuit and the Stoney Nakoda Nation to commemorate the partnership.
    • "Nightrise holds a special place in my heart. Through a triad of friendship and collaboration, we have created an award-winning, dynamic experience showcasing the Stoney Nakoda language and living culture." - Cherith Mark, Stoney Education Authority.
    • The Nightrise experience at the Banff Gondola has been recognized by Indigenous Tourism Alberta with a 2022 Allyship Award and with an "Industry Innovator" Award from from Skift IDEA Awards.
    • In 2024, we welcomed Stoney musicians, performers and storytellers for special events and to enhance the Nightrise experience
    • In 2024, we launched “Stories from Stoney” a short, animated film version of an interview between Cherith Mark and elder Charlie Rabbit, screening nightly as part of Nightrise in the Above Banff theatre.
  • Cooks with Stones program, launched in 2021 in partnership with the Stoney Nakoda Nations, provides a unique culinary and cultural exchange. This six-week program offers Stoney students Indigenous cultural training and a culinary internship in our restaurant kitchens. Participants gain valuable experience working in a commercial kitchen, while our culinary team learns about traditional Stoney cooking methods, culture, and language. We're proud to have supported Cooks with Stones in being featured at the 2023 Canada Day celebrations in London, England! You can read more here.

Investing in Our People: Supporting Employee Well-being

  • We believe in supporting our employees' well-being, both personally and professionally. As of August 31, 2024, BJC has invested over $2.6 million in employee benefits, including health and wellness programs, retirement savings plans, housing subsidies, and exclusive perks. Here are some of the ways we support our workforce:
  • Mental Health Support: Through our Employee Assistance Program (EAP) with Inkblot, employees have access to confidential counseling services, including free initial consultations and 24/7 crisis support. Pursuit sponsors 5 free hours of counseling per year for all team members.
  • Comprehensive Benefits: Our comprehensive benefits package includes health, dental, and vision coverage through Sun Life, as well as a retirement savings plan with a 5% employer matching contribution.
  • Exclusive Perks and Discounts: We provide access to Perkopolis, Canada's largest employee perks provider, offering over 5,000 exclusive discounts on everything from clothing and groceries to entertainment and travel. Employees also enjoy Pro Deals with Outdoor PROLINK, receiving 30-50% off retail prices from over 130 outdoor brands.
  • Housing Support: Recognizing the challenges of finding affordable housing in our communities, we launched a new mortgage support program in 2024. This program provides qualified employees with a low-cost loan of up to $100,000 to help with the down payment on a primary residence in Jasper, Banff/Canmore, or Golden. In addition to this new program for homeowners, we also subsidize housing for over 40% of our team members who live in employee housing.

Cultivating Growth: Opportunities for Our Team

We're committed to providing our team members with opportunities for professional development and creating a welcoming and inclusive workplace.

  • Exceptional Hospitality: We've developed hospitality standards to enhance the guest experience by equipping our employees with the skills and knowledge necessary to provide outstanding service.
  • Wayfinders: Our Wayfinders program, launched in 2022, provides supervisory and management skills training to team members across BJC, helping them develop their leadership potential. Since its launch in 2022, 52 leaders have completed the training, and 8 graduates have been promoted into new roles within Pursuit.
  • Leaders' Journey: This development program brings together senior leaders from across Pursuit to align on leadership principles and best practices, fostering a strong and unified leadership team. Since its launch in 2022, 66 leaders have completed the training.
  • Bow Valley Inclusion Chapter recognition: in 2024, 72 different operations within the Bow Valley, including Banff Jasper Collection, were recognized as Inclusion Champions for their commitment to implementing the Bow Valley Immigration Partnership's Workplace Inclusion Charter. This charter empowers employers to create more welcoming and inclusive workplaces through initiatives like disability awareness training, English language learning support, and mental health resources. We're proud to have achieved bronze status in this recognition program.

The Respect Pillar most closely aligns to these Sustainable Development Goals (SDGs) outlined by the United Nations. Learn more about the 17 UN SDGs

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Community

We celebrate our remarkable communities and reinvest in the people and places that sustain us to create lasting, positive change.

Here are some of our key Initiatives that support the communities we operate and live in:

The Pursuit Community Fund

Launched in 2023, the Pursuit Community Fund, in partnership with the Banff Canmore Foundation, is our dedicated fund to support initiatives that strengthen our communities in the Canadian Rockies. This team-driven project focuses on the following key areas:

  • Community Vibrancy and Social Events
  • Affordable Housing and Living
  • Environment and Sustainability
  • Community Services and Support

An advisory committee consisting of Banff Jasper Collection leaders meets monthly to guide the allocation of funds and ensure they support initiatives that align with our values. In 2023, the Banff Jasper Collection donated over $215,000 to the community through in-kind and monetary contributions from the Pursuit Community Fund.

  • Empowering Our Team to Give Back: We are proud of how our Employee Volunteering Program has evolved to foster a greater culture of giving back. Through the program, we encourage employees to actively participate in their communities, and for every eligible hour of volunteer time, we donate $10 to a local cause or charity chosen by the employee. Since its inception in late 2022, our program has directly contributed to the creation of over 1,900 new volunteer hours, with Banff Jasper Collection employees dedicating their time to support organizations that align with our values.
  • Celebrating Our Communities: Our annual Locals' Days in Banff, Jasper, and Golden provide an opportunity for residents to experience our world-class attractions and connect with their community. All donations collected during these events go directly to the Pursuit Community Fund, further supporting local initiatives. In 2024, Locals' Days attracted over 5,700 residents and raised over $43,000 for the Pursuit Community Fund.
  • Sharing Meals, Building Community: Our annual Community Dinners in Banff and Jasper provide a welcoming space for people to connect and enjoy a delicious meal together. These events foster a sense of belonging and support local organizations. In 2024, we served 700 meals and raised $2,000 for local causes through the Pursuit Community Fund.

Supporting Our Community

We're dedicated to supporting our community members of all ages, from youth and seniors to newcomers. Here are some examples of how we've made a difference in 2023/2024:

  • Youth Engagement:
    • We hosted 30 young adventurers from the Banff Sparks, Embers, Guides, and Pathfinders programs for a memorable day at Lake Minnewanka.
    • We sponsored bear spray and first aid kits for the Jasper Park Cycling Association Youth Program, helping 75 kids learn how to mountain bike safely.
    • We provided salads for the "Welcome to Jasper" event, feeding over 550 young adults new to the community.
    • With support from the Pursuit Community Fund, we helped re-establish the Banff Minor Soccer program, providing a fun and welcoming environment for 150 local youths to develop their soccer skills.
  • Educational Opportunities:
    • We partner with Southern Alberta Institute of Technology, SAIT, to host their Youth Initiative and Travel and Tourism classes at our attractions, inspiring future hospitality professionals.
    • Our "Classroom in the Clouds" program at the Banff Gondola provides unique learning experiences for students, such as a recent weather lesson for 64 students from Canmore.
    • Welcoming Newcomers: Thanks to our partnership with the Calgary Catholic Immigration Society (CCIS), new Canadians experience the Rockies firsthand every year. Since 2016, over 1,500 newcomers, from ages 5 to 70, have explored Banff's beauty, fostering a sense of belonging through shared moments like touching snow for the first time.

Celebrating Banff Pride

We're proud to support Banff Pride and celebrate the 2SLGBTQIA+ community through various initiatives.

  • The Beer Voyage: Banff Pride Edition was celebrated in June 2024 and was the ultimate brew-tiful adventure with Pursuit's Lake Minnewanka Beer Voyage Cruise. It featured comedy, drag performances, and craft beer, creating a fun and an inclusive experience for all.
  • The Banff Gondola hosts an annual Mountaintop Drag Show series, bringing Pride celebrations to the summit of Sulphur Mountain. $5 from each ticket sale is donated to the Banff Pride Society.
  • "What an absolute delight it was to kick off Pride month with your team for such a fun event! As always, the Pursuit team was an enthusiastic partner, creating a welcoming, engaging, and safe environment for guests and performers!" - Jeffrey Carpenter, Banff Pride Society

Support Local Businesses

  • Sourcing locally: We prioritize sourcing amenities for our Banff and Jasper hotels from locally owned, eco-friendly businesses. Our partners include:
    • Aleppo Savon: Handcrafted, all-natural soap made in Calgary with ethically sourced ingredients.
    • Jade Refillery: A package-free storefront in Jasper producing all-natural, vegan body care products.
    • Rocky Mountain Soap Co.: A Canmore-based company specializing in environmentally friendly skincare and hair products.
  • Banff Jasper Collection has invested up to $9.5 million in purchasing goods and services from local vendors and suppliers for our operations.

The Community Pillar most closely aligns to these Sustainable Development Goals (SDGs) outlined by the United Nations. Learn more about the 17 UN SDGs

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