When the 2024 wildfires reshaped Jasper National Park, they didn’t just impact summer visitation, they disrupted a core winter draw too. Closures and safety restrictions reduced reliable natural ice climbing opportunities in areas like Maligne Canyon, leaving a gap for visitors and locals who come to the iconic community for cold‑season experiences. In a town of tourism businesses and residents working to bring back momentum, that gap mattered. Rockaboo Mountain Adventures (Rockaboo) responded with a bold, place‑based solution: a 50‑foot (15‑metre) artificial ice wall installed in downtown Jasper, transforming the townsite itself into a mountain adventure.
Working closely with Tourism Jasper, we supported operators and the community as they welcomed visitors back to reconnect with the people and places that make Jasper unforgettable. Travel Alberta is proud to have invested in Rockaboo’s innovative project through our investment program. The project encapsulated what it means to boost winter tourism, increase off‑season foot traffic, and support local businesses, especially at a time that it was needed most.
When necessity becomes opportunity
When Rockaboo moved a traditionally backcountry activity into the heart of downtown, they removed barriers such as transportation and specialized planning, and reduced customers’ fears of trying something new. Their artificial ice wall made ice climbing approachable for beginners, families, and curious newcomers.
With an adrenaline inducing winter activity just steps away from shops, restaurants, and accommodations, Rockaboo brought energy and economic benefits into the community. A traveller could spend the day entirely in-town: coffee in the morning, a guided ice session in the afternoon, and dinner in the evening. Rockaboo’s innovative project shows how tourism businesses can uplift each other, creating a dynamic ecosystem rooted in collaboration and mutual support.
Early community response illustrates the project’s success in meeting community needs, which is often the strongest driver of word‑of‑mouth and repeat visitation. In Jasper Local, a a veteran climber, Laurent Bolduc, was gifted a winter-long membership when other areas were no longer accessible post-wildfire; his belay partner captured the moment: “He’s like a kid in a candy shop up there.”
This warm reception matters, because it signals emotional resonance, community ownership, and a product that serves both visitors and locals.
What the future holds
With the success of the ice wall, Rockaboo is already looking ahead. The structure that serves as an ice climbing tower in winter will transform into a rock-climbing venue in summer, extending the same “adventure in town” model that removes barriers for both residents and visitors. This year‑round, sustainable attraction enriches the overall visitor experience by offering more activities in every season and encouraging longer stays. Early projections indicate that the permanent climbing wall could nearly double the business' annual visitation.
Rockaboo’s vision for a full-time, downtown climbing wall exemplifies what it means to diversify seasonal offerings and ensure that any season in Alberta can be a tourist season.
You may also be interested in
