TIAA Steps Up to Support a Community in Need
By / Natalie Bruckner • photos: James Low
When the summer of 2024 brought wildfires to Jasper National Park, the picturesque resort town in Alberta faced devastation unlike anything it had ever seen. Fires swept through the region, forcing the evacuation of 25,000 residents, workers, and visitors. The blazes destroyed 358 of the town’s 1,113 structures and left scars on the landscape, both physical and emotional. With damages totalling $880 million, the fires became one of Canada’s costliest natural disasters, claiming lives and livelihoods.
Now, as the town rebuilds, the Thermal Insulation Association of Alberta (TIAA) is stepping up to lend its support. From March 14 to 16, TIAA will host its annual winter event in Jasper, shifting its focus beyond professional networking to spotlight the community’s recovery efforts. For TIAA board member James Low, this year’s event is about more than just industry connections—it’s about giving back to a community that urgently needs support.
“We could have held the event anywhere,” Low explains. “In fact, we were looking at other locations. But when we learned about Jasper’s desperate need to rebuild its tourism industry, the decision became clear. Supporting Jasper aligns perfectly with our mission to create opportunities and foster community.”
The winter event, historically known as the annual ski trip, has long been a cherished gathering for the industry. However, this year TIAA is inviting not just its Alberta members but also participants from across Canada, including British Columbia, Saskatchewan, and Ontario—any TIAC member or affiliate is welcome. The aim is to draw a broader audience, providing a much-needed economic boost to Jasper through increased hotel stays, dining, and local activity participation.
Jasper’s economy relies heavily on tourism, and the wildfire dealt a significant blow to the town’s lifeblood. Visitation to Jasper, which reached an all-time high of 2.48 million people in 2023, fell to near-zero in the month of August, according to ATB Financial.
For TIAA, holding its winter event in Jasper is an opportunity to make a tangible difference. “We’re expecting a good turnout this year,” Low says, “and we’ve intentionally designed the event to encourage spending within the local community. From snowshoeing and other winter activities including, of course, skiing, the activities we’ve planned will showcase everything Jasper has to offer in winter.”
The decision to expand the event’s scope beyond skiing—traditionally its main draw—reflects a broader effort to make it more inclusive and impactful. “Not everyone skis,” Low acknowledges. “We’ve added alternative activities to ensure everyone can participate, while also supporting local businesses that provide these experiences.”
The parallels between Jasper’s recovery and the mechanical insulation industry’s challenges are not lost on Low. “In many ways, what Jasper is going through mirrors our industry,” he reflects. “We face obstacles like a shrinking workforce and reduced recognition compared to other trades. Rebuilding—whether it’s a community or an industry—requires collaboration, innovation, and resilience.”
To that end, TIAA has been working to make its events more meaningful, incorporating professional development alongside social activities. This year’s winter event will feature opportunities for networking, collaboration, and education, emphasizing the importance of a unified industry response to common challenges. “It’s about finding that balance between creating a relaxed environment and delivering professional value,” Low explains. “By coming together in Jasper, we’re not just supporting the town’s recovery—we’re strengthening our own community.”
While TIAA’s focus is on Alberta, the association’s invitation to TIAC and other regional associations underscores the importance of national unity. “Our focus is on fostering collaboration and strengthening ties across the industry,” he says. “Events like this are a stepping stone to working together more effectively in the future.”
Beyond the professional benefits, the event highlights the industry’s commitment to community—a value that resonates deeply with its members. “At the end of the day, we see ourselves as a family,” Low says. “What we do isn’t just a job; it’s a way of life that involves the whole family. And when we host events, we make sure families can participate, because it’s about more than just work—it’s about the impact we have on our communities.”
For the town of Jasper, hosting the TIAA event this March symbolizes hope and unity, as recognized by Jasper’s Mayor, Richard Ireland. “We’re honoured to welcome the Thermal Insulation Association of Alberta to Jasper this March,” he says. “Their choice to host this event here is a meaningful show of support for our community’s recovery. We look forward to showcasing Jasper’s resilience and hospitality to attendees from across Canada.”
For Low, the decision to return to Jasper holds personal significance. “I live in Edmonton, but Jasper has always been a go-to place for me,” he shares. “Whether it’s winter activities, summer hiking, or camping, Jasper has been part of my life for as long as I can remember. It’s a national park for a reason—a place for everyone to come together and enjoy the beauty of our country.”
As the town works to recover from the wildfire, the event offers attendees a chance to contribute directly to its resurgence. From staying in local hotels to dining out and participating in activities, every dollar spent helps Jasper take another step toward recovery. “This event will raise awareness not just for our industry but also for Jasper,” Low says. “It’s about celebrating what makes this place so special and ensuring it has a bright future.”
TIAA’s winter event in Jasper also carries a statement of solidarity. By choosing to host the event in a town still reeling from disaster, the association is demonstrating the power of community and the importance of standing together in times of need. For attendees, it’s an opportunity to not only connect with colleagues but also make a meaningful contribution to Jasper’s recovery.
As Low puts it, “This event is about going back to our roots—focusing on what truly matters. Just like nurturing the foundation of our industry, we’re playing a small part in rebuilding Jasper from the ground up. And in doing so, we’re creating something stronger for everyone.”
For the industry, the message is clear: Jasper is open for business, and it’s a destination worth supporting. Whether through attending the event or planning a future trip, every effort counts in helping this iconic town regain its place as one of Canada’s most treasured destinations.
To learn more about TIAA’s winter event and to register, visit tiaa.ca. ▪
