Canadians: “We've Been Neighbors for a Long Time”

In 2024, I hiked the entire Long Trail in Vermont, 263 miles from the Canada border to Massachusetts over 26 days. I hiked southbound from Canada, so the first big climbing challenge was Jay Peak, two days into my journey.

I reached the summit on a beautiful day as you can see in this selfie I took. I was surprised by how many Canadians were there. (Nearly all had taken the tram to the top.) 

Last year, I returned to the area for some backpacking, and it had changed significantly. There were far fewer Canadians. I first noticed the change at Smugglers Notch State Park campground where there were empty campsites on a popular weekend. I spoke with the Ranger there, and she told me that their camping reservations from Canadians were down 50% due to American trade policy.

When fifty percent of one of your largest buyer personas chooses not to use your product or service due to no fault of your own it really hurts.

US trade policy ramifications

US trade policy affects all kinds of American businesses in northern Vermont including hotels, restaurants, shops, ski and mountaineering equipment rental companies, homeowners renting their properties, and so much more. I’ve met some of these business people and they’re worried.

Into that mix, last week Steve Wright, General Manager of Jay Peak Resort, wrote a message to Canadians titled NEIGHBORS THEN & NOW. He also shared the message on social media, with the Jay Peak Facebook post showing 30,000 likes and 2,600 comments as I write this.

Steve’s heartfelt message resonated with me.

He writes, in part:

“Our relationship with Canada isn't something we need to look up on a trade chart. It’s in our Tram and our restaurants. It's in our teammates and homeowners. It's in the families who have been coming here for generations and the kids who grew up riding and skiing Jay and now bring kids of their own.

We understand that, right now, some Canadians are making difficult decisions about traveling to the United States. We understand why. And while we're not particularly interested in telling anyone what to think about tariffs, trade policy, or politics, we do have an opinion about anything that makes good neighbors feel farther apart.

We don't like it.”

Call it Newsjacking if you want.

However, I prefer to think of Steve’s message as simply human to human. This isn't politicians trying desperately to cling to power. Instead its real Americans talking to real Canadians from the heart

Bravo, Steve.

“The border has always been a line we've crossed. It never felt like a line between us.... You are our neighbors. You are our friends. You are part of this place.”

Important note: This is a marketing blog, not a political blog. I’m commenting on marketing, not politics.