Jasper’s vulnerability is on full display in the height of the COVID pandemic’s second wave.

Local officials are taking pains to protect our community’s health and safety while trying not to upset the applecart that is our economic viability. 

It’s a delicate dance, particularly because our municipality doesn’t have the backing of our most important partner, namely, Parks Canada.

In April, asking visitors to stay home was relatively easy because all across Canada, national parks were closed. 

This time around, that’s not the case.

There’s also the fact that the province has allowed ski hills, including our beloved Marmot Basin, to remain open. Hotels, too, are allowed to operate. That makes it tough for officials to ask folks to stay home.

Most of us should be able to relate. Who isn’t torn between doing the right thing for keeping infections at bay and wanting to enjoy what’s only human: spending time with our friends and family? But before you proclaim how you think our biggest economic anchors should be doing business, don’t get too high on your soapbox. If you’ve been having strong feelings towards Marmot Basin and local hoteliers for facilitating visitation, that energy should be directed instead to the provincial government.

Because operators are going to do what operators do: in this case, work within the measures imposed by the province. In that sense, it’s pretty black and white.

Local officials, however, are working in shades of grey. In Mayor Richard Ireland’s December 11 video message to visitors, he reminded viewers of the restrictions, thanked the premier for recognizing Jasper’s dependency on tourism, while noting that our hospital is at capacity. Lots to intuit in there.

Moreover, he ends the update by noting that Jasper isn’t going anywhere, should you decide to postpone your trip.

Hint, hint.

Of course local businesses can’t be certain that they aren’t going anywhere. It’s tough enough for restaurants and retailers to make it through the winter in this town. Without a Christmas season push, it’s a gloomy forecast indeed. And it’s clear Mayor Ireland recognizes this, which is why his and other officials’ jobs are so demanding right now.

Amid all of this uncertainty, amid our feelings of being torn this way and that, there is something that we can do, something that we can feel good about:

We can continue to support our local businesses as best we can.

Right now, our town needs us to think before we make a purchase. If we don’t search out an item locally before automatically heading to Amazon, Costco, or Home Depot, we’re dooming our local businesses. Sure, things can be found cheaper online. Sure, it’s often more convenient to order something over our computer or phone. But instead of the dollars you save by clicking, consider the larger cost. Remember: those online retailers aren’t paying local taxes when our town needs infrastructure upgrades. Those big box giants aren’t employing your neighbours and kids. Those corporations aren’t donating to local charities, supporting local events and generally investing in your community.

Every time we choose online over local, we make it harder for our local businesses to survive. 

Conversely, every time we seek out what we need within our community, we help support the future of the people we share this special place with.

Jasper’s vulnerability is on full display during the COVID-19 pandemic. But we still have choices. This Christmas, choose local.

Bob Covey// bob@thejasperlocal.com