Tourism Fernie 2025 Annual Report
AmbassadorWILD TM
The 2025 season of the AmbassadorWILD™ program marked a year of significant growth and measurable impact in ongoing efforts in environmental stewardship, visitor engagement and community involvement, across the Elk Valley. The program was strengthened through the hiring of two full-time team members and one part-time team member— Kristen, Zoe, and Helena— with Gabriel returning as AmbassadorWILD™ Team Manager, providing experienced leadership and continuity.
AmbassadorWILD™ concentrated its efforts again on several key locations, including Silver Springs, Heiko’ s Trail, boat launches, and river access sites, the Hosmer Ruins Coal Mine Site, and the Coal Creek area. The team also played a meaningful role in supporting the filming of the Paleo Tour, further showcasing the region’ s recreational and natural assets.
At each location, the program carried out a wide range of activities aimed at protecting and improving these popular outdoor recreation areas, operationally: field presence nearly doubled compared to 2024, with more than 200 site visits completed and over 1,500 direct public interactions recorded. Stewardship outcomes included the removal of 283 kg of garbage and the dismantling of 89 unauthorized fire pits. Monitoring and data collection efforts expanded significantly, with 17 wildlife cameras serviced and 29 trail counters and 11 vehicle counters maintained, including the installation of 7 new trail counters.
Through secured funding, the program enhanced its visibility and professional presence with new marketing and promotional materials, including a branded tent, chairs, pop-up displays, and a media wall. The addition of two new e-bikes further increased operational efficiency and expanded AmbassadorWILD™ coverage in high-use areas.
AmbassadorWILD™ was honoured as one of three finalists for the“ Sustainability Award” at the Fernie Chamber of Commerce Business Excellence Awards, recognizing its leadership in environmental stewardship and visitor education.
2025 was a milestone year with an excellent AWILD team and strong partnerships, and proactive engagement in protecting the Elk Valley’ s natural spaces.
AmbassadorWILD™ extends sincere gratitude to all funders and supporters— both inaugural and new— whose continued commitment makes this work possible. A special thanks to Randy & Patty Keys, landowners adjacent to the Silver Springs Trailhead, who have committed on-going funding via RDEK to support the maintenance of the toilets and parking areas at Silver Springs by the AmbassadorWILD™ team.
24 Report for 12 month fiscal period of January – December, 2025