A presentation I conducted to two groups, both participants of Polar Bears International's Leadership Camps: the first was a group of animal caregivers from zoological institutions; the second was a group of educators and teens from all over North American zoological institutions and Arctic Ambassador affiliate institutions.

1. John Gunter

2. Lay of the land.
• Company & product orientation.
• Core values.
• Our guests.
• Corporate social responsibility.
• Trends, observations.

3. Frontiers North
Adventures.
• Expert-guided, group tours in Canada’s
north.
• Tundra Buggy® Adventuring since 1979.
• Expert-guided adventures since 1986.
• Best access in the world to wild polar bears.
• 2009 SKÅL International - Top Ecotourism
Operator (World).

4. Mission statement.
We inspire our guests to become invested in
Canada’s north by delivering quality nature
adventures in a sustainable and responsible
manner.
We ensure our guests view and photograph
the wildlife of the north as well as
experience history, culture and customs of
the people of the north.

27. Core values.
• Above all we are hosts.
• Invested in the communities and
environments in which we operate.
• Share the resources that have been made
available to us.
• Our brand promise holds tremendous value
in long haul, high yield markets.

28. Our guests.
• Photo Specialists
• Classic Tourists
• Adventure Travellers

29. Our guests.
Photo Specialists
• Invest in value (time the most precious
commodity, not necessarily money).
• Satisfied having acquired the
perfect image.
• Appreciate the best access in the world to
wildlife.

30. Our guests.
Classic Tourists
• Invest in value (time the most precious
commodity, not necessarily money).
• Satisfied having acquired a sense of
place.
• Appreciate rush of adrenaline, expert
guiding, fine dining and comfortable

31. Our guests.
Adventure Travellers
• Invest in unique experiences at the right
price.
• Satisfied adding a notch to their
belt.
• Appreciate being back at work on Monday.

32. Corporate Social Responsibility
1. Environmental Practices and Sustainability.
2. Workforce and Employee Practices.
3. Commitment to our Community.
4. Educational Outreach.
5. Corporate Giving.

33. 1. Environmental Practices
• Utilize existing trail network.
• Tidal flat route to reach WNP, negligible impacts.
• Proactively upgrade and maintain trail networks.
• Continually optimize operational performance.

34. 1. Environmental Practices Con’t
• Water management.
• Work with suppliers to reduce footprint.
• Manage against environmental impact assessment.
• Prints brochures on FSC certified 100% post-
consumer fibre paper.

35. 2. Workforce and Employee
Practices.
• Staff participate in planning at FNA AGM.
• Profit sharing up to 10% of salaries.
• Code of Conduct and Workplace Respect policies.
• Diverse Workplace:
- 12% of our staff are Aboriginal.
- 6% are a visible minority.
- 44% of management team are women.

36. 3. Commitment to Community
• We’re from here.
• $1.6M investment = ~ $4M economic activity.
• Employ local residents when possible.
• Purchasing policy favours local, Aboriginal suppliers.
• FNA goal to be world class.
• Leakage - 35 seasonal employee

37. 4. Educational
• Learning vacations?
• Best guides in Canada.
• Contemporary and traditional knowledge.
• Biological, environmental and social science.
• Strong relationship with Polar Bears International.

38. 4. Educational Con’t
Polar Bears International
• Leadership Camps.
• Tundra Connections.
• Field Ambassador Program.
• Evening presentations from PBI Species Experts.

39. 5. Corporate Giving
• Total corporate giving to exceeds the national
standards of 1% of pre-tax profits measured by the
Canadian Business for Social Responsibility.
• ‘10 FNA corporate giving was 6% of pre-tax profits.

41. Trends, observations.
• Share of the suitcase.
• Competitors discounting & attempting to
reinvent themselves.
• Competing on price with Tundra Inn brand.
• Guests expecting the same value, in a
shorter duration trip.
• Stay relevant, challenge dogma.

42. Thank you!
John Gunter
FrontiersNorth.com