Strategy term. Photo by Kyle James
Sun Peaks Mountain Resort Municipality (SPMRM) is setting its sights on the future with the development of the 2025–27 Resort Development Strategy (RDS), a plan that outlines how the community will use Resort Municipality Initiative (RMI) funding to enhance tourism infrastructure, attract year-round visitation and support both visitors and residents alike.
As one of just 14 resort municipalities in British Columbia, Sun Peaks receives annual RMI funding, typically around $400,000 to support projects that strengthen its tourism economy, but to access that funding, municipalities are required to maintain a current RDS outlining long-term tourism goals and planned initiatives.
“This is critically important,” said chief administrative officer of SPMRM, Deanna Campbell. “We rely heavily on tourism in terms of that being the main economic driver in the resort. In order to be able to continue to attract more tourists, enhance the tourist and visitor experience, the RMI funding is used towards projects that achieve those goals.”
Key priorities: build on success and expand
The 2025–27 RDS builds on the previous 2022-24 strategy, continuing efforts to improve core tourism infrastructure, including the Sun Peaks Centre, the Sun Peaks Centre Stage and the arena. Thanks to a new partnership with Tourism Sun Peaks (TSP), which now manages and markets Sun Peaks Centre and centre stage, there is a renewed focus on making capital improvements to these facilities to increase bookings, attract more events and extend the tourism season beyond winter.
The projects outlined in the updated strategy include enhancing the Sun Peaks Centre and Centre Stage, aimed at accommodating more year-round events. Other priorities include completing the East Village accessible trail, linking the residential and accommodation areas with the village core and upgrading and potentially expanding the Indigenous medicine trail, which was damaged over the winter but remains an important cultural and visitor asset.
Shaping the plan
To guide the development of the strategy, SPMRM engaged the Whistler Centre for Sustainability and formed a task force including representatives from Sun Peaks Resort LLP (SPR), TSP and the municipality itself. Through online workshops and a shared visioning process, the group agreed on several key priorities: reducing seasonality, improving the visitor experience and diversifying summer offerings.
“It was really encouraging to see that all three parties were aligned,” Campbell said. “We all want to reduce reliance on winter and create more reasons to visit Sun Peaks throughout the year.”
While Sun Peaks already enjoys a strong winter season, increasing visitation during spring, summer and fall has become a major objective. The RDS supports this with initiatives like more conferences, all-weather events at the centre stage and festivals that draw visitors regardless of the forecast.
“The centre stage is a game changer,” Campbell explained. “It’s outdoors but covered, so events can continue even in rain, which helps break our dependence on good weather.”
The municipality isn’t forgetting winter either. The RDS includes minor upgrades to the popular NHL-sized arena, a key venue for local and visiting hockey teams. When it comes to evaluating success, the municipality uses a combination of data and anecdotal evidence, tracking things like event bookings, skate rentals, conference revenues and visitor feedback.
“We also rely on partners like TSP and the resort to provide metrics on visitation and economic impact,” Campbell said.
While RMI funds are specifically designated for visitor-focused projects, the strategy also brings clear benefits to full-time residents and local businesses.
“These facilities and events are open to the public,” Campbell said. “When we enhance the experience for tourists, it boosts the economy and benefits everyone, from hotel owners to shopkeepers to families who live here year-round.”
What’s next?
After being endorsed by the council, the draft strategy has been submitted to the province for final approval. Once approved, it will trigger continued RMI funding for the 2025–2027 period, allowing Sun Peaks to move forward with its vision.
“We’re proud of the work that’s gone into this plan,” Campbell said. “It’s a collaborative strategy that reflects the priorities of the community and it positions Sun Peaks for long-term success.”
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