Fernie’s lively summer scene

Street markets, beverage gardens, outdoor concerts and special events have energized downtown Fernie in summer

Judith Johannsson (L), owner of Ghostrider Trading Company, and Sarah Parry (R), executive director of the Fernie Chamber of Commerce, were the force behind Fernie's summer socials. — Photo courtesy Sarah Parry

Sarah Parry, executive director of the Fernie Chamber of Commerce, is from the Cotswolds region in England. She and her husband moved to Fernie, B.C., in late 2009 and Parry immediately got involved in community activities. Her husband manages Finning (Canada) in nearby Sparwood.

“Fernie reaps the benefits of having a resource-based economy while being known as the premier ski destination in North America,” Parry said.

The challenge

In winter, Fernie’s visitors spend time on the ski slopes and patronize the downtown restaurants and shops. In summer, it’s a different situation, as travellers tend to stay on the highway. Last year the Fernie Chamber of Commerce teamed up with downtown businesses to create some incentives to entice residents and tourists to turn off the highway and into downtown.

“Judith Johannsson, who owns Ghostrider Trading Company, had a great idea for summer socials, and we decided to develop that,” said Parry.

The solution

The summer socials took the form of events held every Wednesday evening and every Sunday through July and August. On Wednesday evenings, the Fernie Mountain Market vendors set up a market in Station Square; nearby is the Arts Station, where people enjoyed a beer and wine garden along with live music.

Every Sunday, Second Avenue—the main street through downtown—was closed to vehicle traffic, creating a relaxed and comfortable pedestrian mall where families could wander at their leisure. 2012’s summer events included the Show and Shine vintage car show, a health and wellness market, a children’s talent show and other events.

Some businesses took their goods and services onto the sidewalks. Smoky Mountain Pasta had a barbecue going every Sunday, and Trillium Day Spa brought out a massage table and a mini-pedicure station—many people loved the services and booked subsequent appointments.

Parry said that downtown businesses reported an upturn in their revenues, which was the goal of the chamber of commerce.

“We were happy to also see a real vibrancy for residents and tourists,” she said. “It was great to be able to tell people who stopped at the visitor centre that these events occurred every Wednesday and Sunday. This community has many activities available for our sports-minded, athletic population, and it was good to have these ongoing social events that included everyone.”

It takes a village

Parry expressed gratitude for the motivated committee members who organized the Wednesday and Sunday events, and appreciation for the personal and financial support from the business community and the City of Fernie. She said the chamber of commerce welcomes suggestions from the community for themes and activity centres for the coming summer.

“We want to offer an interesting, changing variety of activities for people to enjoy,” Parry said. “We have had funding from the Resort Municipality Initiative for the past two years—and with that help we look forward to making our summer season even better this year.”

Incidentally, Parry’s own enthusiasm and energy surely contribute to the success of this undertaking.