Educational camping business immerses participants in Indigenous culture

John Ritchie, Métis owner and operator of Hideaway, opened his business in 2018, allowing him to share his love of nature and his culture across 160 acres of pristine wilderness. Photo by: Gavin John

Written by: Gavin John

The wide and open farmland cedes to a blanket of pines and poplar trees draped over gentle rolling hills in northern Alberta. Small creeks wind their way through muskeg-dotted forests, providing shelter and sustenance to the region’s wildlife. Nestled amidst the rich nature is the Kikino Métis Settlement and home to Hideaway Adventure Grounds, an educational camping experience. 

John Ritchie, Métis owner and operator of Hideaway, opened his business in 2018, allowing him to share his love of nature and his culture across 160 acres of pristine wilderness. Initially a retirement plan, Hideaway was a place where outdoor enthusiasts could safely test their outdoor gear in a natural setting. However, as the business grew, so did the potential. 

As John’s dream took root, Indigenous Tourism Alberta’s (ITA) Good Relations Mentorship Program enabled his potential to match his ambition. John sought to create more than just a business – he wanted to foster an immersive, accessible, year-round cultural camping experience that honours his heritage.

“I had an opportunity to change the business model where we could provide Indigenous cultural skill sharing and share the true stories of the land from our perspective,” John says.

In his first year of the mentorship program, John was able to create a social media profile and elevate his business’s visibility. In his second year with ITA, a mentor, Peter Chung, helped him with legal documentation, infrastructure needs, and program development.

Participants can choose from a variety of experiential and educational Indigenous learning packages. Photo from: Hideaway Adventure Grounds website

Peter, Catalyste+ Advisor and experienced professional with a keen eye for business development, played a major role in creating a pathway to elevating Hideaway’s potential. “I took a look at who he’s worked with, and I was so shocked that he chose to work with me!” John shared. The immediate synergy between the two with a shared vision, mutual respect, and commitment to equality formed the cornerstone for their partnership.

John recalls the struggles of being Indigenous growing up in Edmonton away from the settlement. Raised by his mom in an urban area, he says there was a hesitation in Indigenous communities to engage with their culture, sharing that his mother never taught him the language so that he wouldn’t be discriminated against. Upon returning to Kikino, John wanted to ensure that his daughter would never experience discrimination to the degree he did. 

There is a growing pride in sharing a culture that was once shunned and shamed, and Indigenous tourism opportunities are growing at a remarkable rate across the country. More and more people are seeking authentic Indigenous experiences and operators like John are ready.

John’s vision was for Hideaway Adventure Grounds to become a place where visitors from home and abroad can experience land-based activities infused with traditional Métis culture. Under Peter’s guidance, a business plan took form from this vision, with John building the day-to-day operations and Peter dealing with the partnership legalities and documentation. Together, they mapped out strategies for funding and expansion plans that went beyond the traditional camping experience.

John’s ambition and dedication for his business was evident by the visible work that quickly took place on site. Nestled into the woods, he marked undeveloped land for backcountry tents and building trappers’ tents, log cabins, teepees, and a steam sauna. One of the cabins was made wheelchair accessible, as John outlines that his diverse clientele is a priority.

Photo from: Hideaway Adventure Grounds Facebook page

Transitioning to more amenities and products required planning and a significant understanding of business transformation. ITA’s Good Relations Mentorship has been an ideal complement for John and Hideaway. John’s vision, drive, and purpose paired well with Peter’s structure and planning.

“I lack confidence in certain areas.” John says. “It’s been hard not to get overwhelmed with some of the longer-term business aspects. Peter has really helped with that.” John particularly emphasized Peter’s help with legal documents relating to his partnership and succession plan he’s working on with another local organization.

In the long-term, some of John’s business goals include expanding his business to welcome more international guests to share his culture with them, and constructing a kitchen, cafe, shop, and expanded amenities.

“Peter has helped elevate the view of my business, so I’m not stuck in the day-to-day but taking a look at the long-term goals.” John says. “We plan on being a year-round, land based, skill sharing opportunity for all people of all ages.” 

Peter has even agreed to continue to provide mentorship support beyond the original timeline, a testament to their partnership. Driven by John’s ambitious vision and honed by Peter’s business acumen, Hideaway Adventure Grounds has a path to success. 

“I often think about my mother who passed on a few years ago. Today, I can see her smiling from up above as we hear our language on the radios and we see our language in print. My mother is with me every day that I’m here” John says, with pride and honour.

He’s proud, not just in the strides he has made with Hideaway Adventure Grounds, but the pride he and his community have made in embracing who they are.