Owners of a spectacular new train station recently unveiled in Vancouver hope it will be just the ticket to match the advertised luxury and superior service of their tourism product.

The 20,000-sq.-ft. facility on eight acres of land on the False Creek Flats was built on the site of a former CN locomotive repair building. But it is now the hub of Rocky Mountaineer Vacations (RMV), formerly known as Rocky Mountaineer Railtours, which offers high-end tour experiences between Vancouver, Jasper, Banff and Calgary.

"This is going to provide an opportunity for our guests to have a great exit from Vancouver and a great entrance," company president and CEO Peter Armstrong said at last week's opening ceremonies, which featured an "appearance" by Sir William Cornelius Van Horne. (Van Horne supervised the building of the Canadian Pacific Railway, Canada's first transcontinental line, from 1881 to 1885.)

"And it's also going to allow us to have events and activities throughout the year to connect Rocky Mountaineer with the local community."

Bayne Stanley, Business Edge
CEO Peter Armstrong, left, and Finance Minister Colin Hansen, throw switch to open the new station, which will welcome Rocky Mountaineer’s new cars such as the one below.

Visitors to the new station, built at a cost of $4 million, can view the Coast mountains through massive full-length glass walls on one side of the building. A matching glass wall on the other side reveals the platform with the comings and goings of trains.

Vancouver designer Christopher Bozyk retained much of the external brick facade of the former structure, as well as creating an internal space with the feel of a large old rail station with vaulted ceilings and a cavernous space.

The new station is expected to handle more than 80,000 passengers this year. They will travel in 35 refurbished RedLeaf Coaches, built in 1954 by Canadian Car and Foundry, and 12 GoldLeaf custom-built dome coaches.

Armstrong said the company's new jewel is just one small aspect of what the B.C. tourism industry is capable of doing. "I'm passionate about the tourism industry. I know what it can do," he added.



B.C. Finance Minister Colin Hansen said Rocky Mountaineer has become very successful without the help of the taxpayers, and demonstrates what free enterprise in B.C. has accomplished. "People are beginning to get excited about the future of this province, and looking for ways to become partners in sectors such as tourism to take advantage of 2010," he added.

"I think Rocky Mountain railway is such a powerful symbol of the future of this province."

In a later interview, Armstrong said he thinks it is important that every aspect of the company be first class, from its railway cars to its service.

"This is a facility that will last 40 to 50 years, so we are making an investment now when the business climate is so good," he said.

He added the core of the company's marketing strategy is to employ well-trained, motivated staff who provide exceptional guest service. RMV's market includes the United States, Great Britain, Australia, New Zealand and parts of Europe, he added, with word-of-mouth being its No. 1 advertising tool.

In anticipation of the 2010 Winter Olympics, RMV plans to begin passenger rail service between North Vancouver and Whistler by 2006.

Besides moving its rail operations, RMV will shift its corporate offices from nearby Pacific Central Station to an adjacent truck terminal, which will be renovated by 2007.

(Jan Mansfield can be reached at jan@businessedge.ca)