Jasper business owners remain ‘resilient’ amid wildfires

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Brett Ireland was all set for the grand opening of his new business, Maligne Distilling, in Jasper this week — but like so many area residents and business owners, he’s left wondering what damage has been done after wildfires ravaged his community Wednesday night.

“Last night, as we started to get some of the first images and videos … you’re in shock and you start to go through that stage of denial and grief,” said Ireland — who was born and raised in Jasper and also owns Jasper Brewing Co. — on Thursday.

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“It’s almost like seeing a dead body and having that confirmation, and it settles in that so much of our town is gone.”

Ireland said the business across the street from Jasper Brewing was completely burned down. He’s been told his business is still standing but likely has severe water damage.

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‘Could’ve been worse’

Maligne Distilling had significant smoke damage, Ireland said.

“This is our livelihood, and this isn’t easy to go through, but we have to put things into perspective. It could’ve been worse. So far, we know nobody has been hurt, and we have to be grateful for that,” Ireland said.

“There are a lot of (Jasper) locals staying in Valemount (B.C.), and talking with them, there is optimism. At the end of the day, it’s just stuff. We will get through this.”

While this will no doubt have a massive impact on Jasper, the mountain town is no stranger to overcoming challenges.

Tourism is the driving force behind the town of around 5,000 people. Jasper was deeply impacted by the COVID-19 pandemic in 2020 and, in 2022, the Chetamon wildfire wreaked havoc on the town as several businesses lost power. Now this.

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“We’ve had to really struggle through the last number of years, but the conversations I was having with a lot of Jasper business owners over the last month or so, there (were) a lot of positives,” said Nancy Robbins, general manager of Community Futures West Yellowhead. 

“Everyone was thinking great things for the summer.

“We don’t know what will happen next. We were at a stage where we were in a really good spot in our economy, and now this has happened.”

‘Meet every challenge’

While residents and business owners come to grips with the wildfire devastation, they’re also ready to come together and rebuild their town when the time comes.

“I’m always so proud of Jasper’s resiliency, especially in the last five years. We’ve been able to meet every challenge that’s come across our doorstep,” Robbins said.

“If I can give them any message, it’s to not underestimate what’s deep inside them. I really believe that we’ll rise from the ashes after all of this.”

Pattie Pavlov, executive director of the Jasper Chamber of Commerce, said the outpouring of support is heartwarming, and she knows the community will rally around the tragic situation. 

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“Jasper is one of the most resilient places I’ve lived. They have incredible spirit,” Pavlov said.

“We always find a way, and knowing how our community works, we can get through this.“

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