IN THE NEWS

Owen Sound Sun Times
February 28, 2005

Scenic Caves Leader in Ecotourism Market

Owners are ready to reap rewards after years of introducing new activities.

After grabbing local, provincial and national awards in the past year, the folks at Scenic Caves Nature Adventures are the “kings of the hill.” Under the direction of Rob and Marg Thorburn, the former Collingwood Scenic Caves has been transformed into one of the most imaginative and successful ecotourism business in Canada.

In the past two years, the Thorburns have added one of Ontario’s longest suspension footbridges, opened a nordic centre during the winter months and developed a one-of-a-kind treetop tour featuring a “skywalk” and zip lines. It’s been a busy time for the 40-person company.

“We’re going to slow down over the next two years,” Rob Thorburn said. “It’s hard on (me) and on the staff.”

The staff are capable and loyal, he added. Many students work their way through college and university at the caves and approximately 70 per cent of them return year after year, Thorburn said. Staff numbers have doubled in the last few years.

The company’s efforts were acknowledged by the local Chamber of Commerce, which designated it as business of the year in 2004. Last March, the Tourism Federation of Ontario awarded Thorburn its trophy for “most innovative tourism business” in the province. And in the fall of 2004, Scenic Caves Nature Adventures was handed a national award for “best new tourism product’ by the Business Development Bank.

Following that, Scenic Caves placed second in the race for best tourism facility in the country. “Never had one company been nominated for the two major awards in Canada,” Thorburn said. “It was tremendously exciting. We were up against all the big boys, like the Sheraton Hotels and big tourist attractions at Banff. To have a central Ontario attraction nominated is a huge honour, and to win one in unbelievable.”

He said the company is already reaping the benefits of its increased profile through the provincial award. He expected a further increase as news of the national award gets out to the public over the next few months.

Visits to Scenic Caves increased 25 per cent in 2003, coinciding with the opening of the suspension bridge. That was unheard of in the tourism industry, which was being stung by the West Nile and SARS viruses and poor weather. Those numbers dropped by about four per cent in 2004, Thorburn said. “We came off the top a bit,” he said. “But if I add the new business in the ecotours, it was really successful. That brought in another 2,800 people.”

Phones are already ringing at Scenic Caves for people booking their tours on the aerial boardwalk and zip lines. “It looks like we will be booked right up,” Thorburn said. A new 1,200 foot zip line from the escarpment brow to the suspension bridge is installed and ready, he said. “That will put us over the top.”

Major new projects are being planned for at least two years. They include a stream and waterfall down the escarpment that will be endlessly recycled through an ornamental pool. Thorburn was also excited about the prospect of a new tourism strategy focusing on the southern Georgian Bay region. It’s a reorganization of tourism areas by industry officials, forming “tourism clusters” with the complementary interests in regional areas.

“We’re going to get together and advertise together as a group. It’s not like the Scenic Caves crying into the wind. It’s a whole bunch of people saying we’ve got tons and tongs of things for you to do. That’s going to give us power.”

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