Innovation

Founded in 1997, Wildcoast Adventures owner Kristen Mucha created the camp with the intention on getting people outside in the wilderness no matter what your experience level in nature may be, while focusing on making a positive impact on the environment. This relates to the UN Global Goal #11 (Sustainable Cities and Communities) because people are out in nature trying to make a good impact. Wildcoast Adventure created an innovative business model where they took the approach of working with their competitors to address sustainability and environmental impacts in order to achieve the same goal and make a greater impact. This too interconnects with the UN Global Goal #8 (Good Jobs and Economic Growth) providing jobs for people by working with their competitors.

The innovation started to emerge when visitors began making their own impact. By spending days outdoors in nature, the experience has given visitors the opportunity to really reflect on their experience, wanting to them create change in their lives. This experience proves to support the UN Global Goal #13 (Climate Action) since afterwards people are wanting to make a change and impact. The experience gives them the opportunity to reflect and realize how they should be more respectful towards the environment and the realization of the importance of community.

Wildcoast Adventures board of directors as well as tourism companies were involved in the creation of the camp. The purpose behind Wildcoast Adventures was because they did not want government regulation, therefore if they started the innovation themselves, they would not need as much government regulation. The board of directors figured that by creating this camp, they are showing others they do not need to have someone tell them they are acting poorly, but rather use this as an experience to act responsibly and properly.

This innovation relates to a sense of mission and meaning because it both relates to the meaning of the environment and having a positive impact as well as having a sense of mission of running a business.

Inspiration

The founding members of Wildcoast Adventures are passionate about the outdoors and everything Mother Nature has to offer. Their mission is getting people out in the wilderness no matter their experience level, Kristen says “the only thing that is necessary is having a sense of adventure.” Without a healthy environment this organization would not be able to thrive, flourish or provide a memorable experience. The drive to make an impact was that the environment is slowly deteriorating, and humans are the greatest threat. 

When the organization saw how humans are able to destroy the place that we call home they knew they could make a difference in their business that could then spread to the greater community. In 2019 they created the Sustainability Fee that goes towards local research, conservation, and education programs. This also means that engaging local businesses allows tourism dollars to stay in the community. Engagement and education go hand in hand as tourists are learning on how to do things better, which relates to the SDG #8 of Good Jobs and Economic Growth. Being responsible owners stems from doing whatever they can to eliminate single use plastics, recycling, and using environmentally responsible products which is in line with the SDG#12 of Responsible Consumption. 

Making an impact means working with other organizations to develop and implement acts that will keep the surrounding environment of BC a clean and healthy space. Working with the Wilderness Tourism Association allows guests to understand the importance of respecting the places they will be visiting during their trip. Especially during the pandemic, it was important to implement a set of practices that suit the current events of our society. Working with the North Island Marine Mammals Stewardship to protect the orca whale is what attracts tourists and keeps our environment a vibrant and special place. This also touches upon the SDG #14 of Life Below Water. Our environment is such a special place, if we don’t take action to protect it, we could lose all the beauty that surrounds us. This is why organizations such as Wildcoast Adventures want to keep the environment alive and healthy for everyone to enjoy which is in relation with the SDG #13 of Climate Action.

Overall impact

Wildcoast Adventures business has had a positive impact on society and the environment bringing people closer to the environment giving them a new respect for wildlife and the earth. As a business, Kristen, the founder of the company, mentioned in our interview that “If we don’t have wildlife and a clean environment, people don’t want to come.” Sharing, that as a business, they need to assure the environment is clean and that wildlife are protected in order to run their business. Certain areas are protected by British Columbia Parks from human interference with wildlife, creating an impact on wildlife and the environment.

Business benefit

The main benefit the business gains from the innovation of involving many environmental associations is a constant flow of costumers. By implementing help from associations such as the Sea Kayak Operators Association (SKOA), which provides licensed sea kayak operators that have experience and knowledge about the specific environment, the business can protect their surroundings. The sustainability gained aiding in protection of Orcas to keeping the whole camp itself clean provides longevity to the business and ensures that costumers keep visiting the camp. The main attraction of the camp are the Orca whales and since they are preserved costumers will visit providing a profit to the business.

Not only does the business benefit lucratively, but the innovation also allows the business to be free of government regulations that would otherwise be implemented. This executive freedom allows the business to have more control over how they manage the camp. Having experience in the nature, the members know what is best for the environment and having regulations may come in the way of the business, so eliminating those regulations can benefit the business tremendously.

Social and environmental benefit

Wildcoast Adventures has many social and environmental benefits. To begin, the company supports the sustainable development goal #14 (Life Below Water). By allowing guests to experience the lifetime experience with whales as well as other fish in the sea, it gives them the opportunity to help protect all marine ecosystems. It also allows them to raise awareness towards the protection of fish.

In addition, the sustainable development goal #12 (Responsible Consumption and Production) is met by the company because at the end of the kayaking trip, people are allowed to go to the store to buy recycled wool t-shirts, which are sustainable to the environment. Another environmental benefit is the ten dollar sustainability fee taken from guests goes towards research, conservation, and educational programs. This helps keep the marine environment safe and sustainable.

Furthermore, after people complete their kayaking trip, they realize the importance of protecting the environment as well as the marine life as they would want to be able to see them again. When people reflect on their trip, the tell themselves that they need to respect their environment which is a very significant aspect of the company. Raising awareness is really important regarding the issue of protecting marine life because it helps people understand the importance of marine life and will eventually pass on their knowledge to other people and influence them to take care of the environment.

Interview

Kristen Mucha, Wildcoast Adventures Owner