The commercial opens with a wide-angled shot of the Stawamus Chief then zooms in to an overhead view of a pair of female rock climbers high up on the Chief’s rock face. The scene later shifts to the two women coming off a trail, climbing gear in tow, and boarding a BC Transit bus. The footage is part of a BC Transit spot available on the organization’s website called BC Transit Rock Climbing Adventure.
But it isn’t actually possible to take transit to the Stawamus Chief.
There also isn’t regional transit to carry climbers from Vancouver to Squamish.
Veteran local rock climber Mike Chapman said his first thought when he saw the commercial was that a bus doesn’t go to The Chief, although it would be “a great idea.”
Of increasing concern since the Sea to Sky Gondola opened, he said, is the full parking lot at the Stawamus Chief, so having transit to the popular climbing spot would help alleviate that problem.
Drew Snider, media relation’s consultant for BC Transit, said the advertisement was shot in spring of 2015, produced by Whistler production company Sherpas Cinema and features Squamish climber Hannah Preston and Vancouver climber Joanna Boulmer.
The target audience is all potential riders across the province, according to Snider.
“In particular, it is aimed at people who like to get out and do things and showing transit as being an alternate way of getting there to do it,” he said.
Asked about the bus to the Stawamus Chief not actually existing, Snider said the commercials are meant to be generic.
“Picky, picky,” he said of the criticism. “That is more an indication that it’s very generic.”
On Facebook, commenters have been quick to point out that transit to the popular hiking and climbing area is not available.
“Too bad BC Transit goes nowhere near The Chief,” posted Elaine Boucher. “Beautiful footage, though.”
Others were perplexed by the message of the 30-second commercial.
“Are they planning on bringing a bus here? Is it for Vancouver to Squamish?” asked Kareena Michelle. “I was very confused.”
Councillor Susan Chapelle, often an outspoken advocate for more transit options in Squamish, was measured in her response when asked what she thought of the commercial.
“Although not exactly a true representation as we lack regional transit and are a car-dependent tourist destination, the opportunity for locals to utilize local BC Transit to get to rock climbing is very convenient and available six days a week,” she said, adding she loves buses.
“The Smoke Bluffs Park is a local, family-friendly municipal climbing park maintained year around by volunteers. It is fully accessible by active transportation. We are lucky to have such a robust transit system and world-class amenities close by.”
