Holistic approach to development at Charlevoix

When Daniel Gauthier (of Cirque du Soleil fame) bought the Le Massif ski resort at Charlevoix’s Petite-Rivière-Saint-François in 2002, he soon realized an elaborate development project would be needed to ensure its long-term prosperity. He wanted something that would transform the ski facility into a world-class four-season tourism operation, while preserving the landscape, the regional sense of place and the fabric of surrounding communities.

Diane Laberge is director of communications for Groupe Le Massif: “The concept evolved to include the planned development of a 150-room hotel at historic Filbaie farm, 20 kilometers away at Baie-Saint-Paul, along with a train station at the site providing rail service to shuttle hotel residents back and forth between the ski facility and the hotel.”

The rail shuttle is part of a grander tourist train plan linking downtown Québec City and La Malbaie (home to the Fairmont Manoir Richelieu). “At Baie-Saint-Paul, we plan to create a public plaza, a public market and a 500-seat show lounge,” says Laberge. She says the project will follow principles of sustainability which include the social aspects of development, aiming to provide quality, permanent employment opportunities for local residents: “We hope to bring about the kind of economic renewal that will convince the younger generation which has moved away to study or work, to come back to the region. We are working with local municipalities to create programs to give these people access to home ownership; it is more than a tourism project; it is a project with a genuine mission, a truly humanistic vision.”

The main elements of the project are scheduled to be functional by the summer of 2009, says Laberge, including the development of an aerial lift to take passengers disembarking from the train up to the base of the ski resort.

The project has caught the eye of many investors who have already launched their own development plans compatible with those of Groupe Le Massif. Olivier Lerun, executive director of Villa Marvic (owned by a France-based investment corporation), explains: "We have about 7-million square feet around Le Massif and we are seeking joint ventures to build hotels or hospitality establishments such as spas." The company's first creation is a 7,000 square feet luxury rental home with 200,000 square feet of yard space overlooking the St. Lawrence. Its heating system is geothermal, with windows designed to filter sunlight to minimize the use of air conditioning in the summer.

The Groupe Le Massif is well aware of just how compelling its project is for other developers, given how much the principles of sustainability upon which it is based resonate in consumers’ mind today, says Diane Laberge: “We don’t have all the answers yet. Sustainable development is central to our business model, but it will take us a few years to get there. Like many, we are still learning how it is done.”

Laberge hopes this approach will position Charlevoix as a model of beneficial practices for world tourism, an approach which is music to the ears of François Gariépy of Tourisme Charlevoix. “What is important about this project for the Charlevoix region and the province is that Mr. Gauthier is committed to respecting the fact that Charlevoix is a UNESCO Biosphere Reserve. He is committed to not changing the Charlevoix landscape and he agrees all new construction must not be higher than the tree tops at Le Massif.” Gariépy notes the project even includes using Le Massif as a scientific research park where Canadian advanced technology companies in the fields of sustainable energy will be invited to relocate at Le Massif.

Tourism at Charlevoix is, in itself, a heritage industry, and the new developments reflect that. The tourist train will provide an unparalleled panorama for travellers along the St. Lawrence. It will stop at villages like Les Éboulements and Ste-Irénée along the way, and will go all the way to the Pointe-au-Pic pier where the legendary steam-powered “floating palaces” called White Ships used to come, carrying high society members from New York, Toronto and Montréal at the turn of the last century.

“The project aims to attract Europeans in particular,” Gariépy confides. “We have started to send out feelers, and I am pleased to report we are getting positive responses from Canada as well. People are much more attuned to the spirit of this project than one might have believed initially.”

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