As well as overseeing all communications and public affairs within the Armstrong Group of companies, my role is to ensure the principles of sustainable development are adopted and embraced within all departments throughout the organization. Tourism is essentially dependent on a natural environment – all tourism companies, large or small, have a responsibility to ensure that we minimize our environmental impact.

Our commitment to sustainable development is critical to ensuring a successful operation and forming the foundation for building our future.  To us, this means creating shareholder value, respecting and safeguarding people, benefiting communities, and working with stakeholders.  Every day we operate through some of the most unique and fragile ecosystems in the world. We want to leave as small a footprint as possible so that future generations can enjoy this beautiful part of the world.

It’s extremely important that all of our employees regardless of position are involved in implementing our sustainable development initiatives.  Senior management is involved with championing the cause and facilitating the process – it is equally important that all employees be invited to participate in the process and be given the tools they need to achieve success.  After all, it will be our employees on the front lines who will be responsible for advancing our sustainable development programs and interacting with guests and our suppliers.

Under our Caretakers program, Armstrong Group has set a goal to reduce our garbage going to landfill by 50 per cent by the end of the 2009 season.  That's a huge commitment, and a number of steps are being taken to ensure we achieve this very ambitious goal.

First, we've started by establishing a company-wide “Green Team”.  This team is made up of employees from every department across our operating businesses. Its mandate is to identify opportunities and develop plans to implement changes throughout our operation.  Onboard the Rocky Mountaineer, we’re examining our Red Leaf service and developing more environmentally friendly alternatives for our meal service.  At Gray Line West, we’ve been testing bio-diesel and hope to expand bio-diesel to our entire fleet.  At the Thompson Hotel, we’ve introduced recycling initiatives.

My goal is that in five years, Armstrong Group will be considered as a positive example of a company that developed and implemented principles of sustainable development.  There are many companies who have taken on the challenge of promoting sustainability as a responsible business practice - I would like to think that when these companies are talked about, Armstrong Group is used as a positive example.

I thoroughly enjoy all aspects of my role.  I have experienced a tremendous sense of pride and accomplishment in being given the opportunity to create, develop, and implement Armstrong Group’s sustainable development vision and goals.  I really enjoy getting out to the communities and working with all the various stakeholders in the towns and communities in which we operate.  We truly believe that developing strong relationships in the communities in which we operate is key to ensuring our success and theirs.

There are many steps that every company can take that require little to no cost.  All it takes is the commitment to change - one small step at a time. Sometimes you have to look beyond just dollars and cents and look at what’s best for everyone involved.

Understand what your opportunities are; prioritize them; develop a plan; and start small.  Every step you take, no matter how small, can make a difference and contribute to the bigger picture.