“Don’t fail to visit Grouse Mountain. Its wonders are proclaimed by the thousands who have been there. It gives you a thrill such as you have never known before and as you will never know again unless you return – which you probably will.” Such is a sample of the marketing campaigns aimed at visitors and residents of the Vancouver area in the late 1920s and early 1930s by the Grouse Mountain Highway and Scenic Resort Ltd., the records of which can be found here at the Archives.
The company, which was incorporated on November 27, 1924, sketched out an ambitious plan in its prospectus which was published about a year later in 1925. Its aim was to build and operate “a first-class hotel and encampment” on the plateau near the summit of Grouse Mountain, “with tourist camp facilities for summer and winter amusements and sports.” The chalet itself was billed as “modern in every respect, with plumbing, heating, electric lighting and water supply, telegraph and telephone service.” Indeed, the fruition of the chalet and facilities did come to pass, with the resort opening on October 23, 1926. The company’s prospect to bring investors a good return on investment did seem promising given the stunning setting of the resort combined with the exponential increase of motor tourists, particularly American tourists, visiting the Vancouver area in the 1920s, and the easy access to the North Shore with the then newly completed Second Narrows Bridge in 1925. (Previous to the completion of this bridge, the only way to connect to the North Shore from Vancouver was to take a boat.) Continue reading